How to Place Ads Your Ideal Clients Will Actually See

Effective advertising has always been a winner for local businesses like yours, but ads can only drive revenue if they are seen by the clients you want. Your time and money are too valuable to waste, so let’s talk about how to do Dig Ad right.

Placing digital ads your ideal clients will see requires Strategic Targeting, Platform Selection, and understanding Local Search Behaviors. Here’s how to ensure digital ads reach your ideal audience effectively:

1. Use the Right Platforms

Choose platforms where your ideal clients spend their time and where local targeting is effective:

Google Ads: Targets users actively searching for your services. Best for high-intent keywords like, “plumber near me.”
Facebook and Instagram Ads: Perfect for demographic-based targeting and engaging visuals.
Local Service Ads (LSAs): Appear at the top of Google search results for local service businesses.
Nextdoor Ads: Great for hyper-localized targeting in specific neighborhoods.
YouTube Ads: Ideal if your target audience consumes video content. Use skippable ads or bumper ads for short, impactful messages.

2. Leverage Geo-Targeting

Ensure your ads are shown only to people in your service area:

Set Location Parameters: Use tools like Google Ads’ location targeting to narrow down to cities, zip codes, or specific radiuses.
Exclude Unnecessary Areas: Avoid wasting budget by excluding locations outside your service area.
Target Specific Landmarks: For example, run ads targeting users near local schools, malls, or community hubs.

3. Target Based on Behavior and Demographics

Google Ads: Use keyword targeting for search intent. For example, “affordable electrician near me” or “emergency roof repair.”
Social Media Ads: Narrow down your audience by:
- Age, gender, and income level.
- Interests (e.g., fitness enthusiasts, pet owners, or parents).
- Behaviors like frequent online shoppers or event-goers.
Retargeting: Serve ads to users who previously visited your website or engaged with your social media posts.

4. Focus on Mobile Users

The majority of local searches happen on mobile devices:

Mobile-Friendly Ads: Ensure your ad formats look great on smaller screens.
Click-to-Call: Use ad extensions that allow users to call your business directly from the ad.
Mobile-Optimized Landing Pages: Make sure pages load quickly and are easy to navigate.

5. Include Location Extensions

Google Ads: Add location extensions to show your address and a clickable map.
Social Media: Use location tagging in posts and ads to emphasize your proximity to the customer.

6. Utilize Timing

Target customers when they are most likely to need your services:

Google Ads: Run ads during peak business hours for services like legal consultation or home repair.
Facebook Ads: Schedule posts during lunch breaks or evenings when people browse their phones.
Seasonal Campaigns: Target seasonal needs, like lawn care in spring or heating repairs in winter.

7. Test and Refine Your Ads

A/B Testing: Run multiple versions of your ad with different headlines, images, and CTAs to see what performs best.
Monitor Metrics:
- Click-through rate (CTR): Indicates how engaging your ad is.
- Conversion rate: Measures how many users take the desired action.
- Cost per click (CPC) and cost per acquisition (CPA): Helps determine ROI.
Optimize Based on Data: Adjust poorly performing ads or scale up successful ones.

8. Add Social Proof

Incorporate reviews, testimonials, or user-generated content in your ads to build trust:

Example: “Rated 5 Stars by Over 100 Happy Clients in [City]! Book Now.”

9. Use Clear Calls-to-Action (CTAs)

Ensure your ads have actionable and urgent CTAs:

“Call Now for a Free Estimate.”
“Book Your Appointment Today.”
“Shop Local Deals – Limited Time Only.”

10. Retarget Interested Audiences

Website Visitors: Use Meta Pixel or Google’s retargeting tools to re-engage users who visited your site but didn’t convert.
Abandoned Carts: Show reminders to customers who left items in their cart.
Engaged Social Media Users: Target people who liked, commented, or shared your posts.

11. Test Local-Specific Offers

Offer promotions or discounts exclusive to local customers. For example:
- “10% Off for [City] Residents – Today Only.”
- “Free Delivery in [Neighborhood].”

12. Stay Active in Local Communities

Nextdoor: Advertise directly to nearby neighborhoods.
Local Facebook Groups: Post about your business or promotions in community groups (where allowed).

By leveraging these strategies, you can ensure your digital ads are highly visible to your ideal local clients, increasing conversions and maximizing ROI.

At Lead Science, we also understand that taking great care of your existing clients is more than a full time job. With a busy schedule like yours, it can be difficult to find the time to master new marketing strategies. Things like digital ads can be de-prioritized for the sake of keeping a business moving forward.