How to Run Social & Ad Campaigns that will Grow Your Business

For social media and ad campaigns to be successful, they need to be able to attract the right attention and convert it into revenue. Sounds simple, but like most things in business, can be tricky to pull off. Let’s start with the fundamentals. Successful social and ad campaigns require smart strategy, strong creativity and careful targeting.

Fundamentals of Successful Social and Ad Campaigns:

Smart Strategy: You’ll need a plan for what your campaigns are going to accomplish, how you intend to get there and the research to back it up.
Strong Creativity: You need eye-catching visuals and compelling copy that is relevant to your target market.
Careful Targeting: You need your campaign to be seen by the exact clients you want when they are in the market for your services.

Now let’s put it all together. Here’s our step-by-step guide to running successful social and ad campaigns that drive potential clients to your website and grow your local business.

Step-By-Step Guide to Creating a Successful Campaign:

Step 1: Define Your Campaign Goals

Clearly outline what you want to achieve:

Increase website visits.
Generate leads (form submissions, phone calls, or inquiries).
Drive bookings.

Step 2: Understand Your Ideal Clients

Demographics: Age, gender, location, income level, and occupation.
Interests: What do they care about (e.g., fitness, home improvement, or parenting)?
Behavior: What problems do they need to solve and when are they Online?

Use tools like Facebook Audience Insights, Google Analytics, and surveys to refine this profile.

Step 3: Select the Right Platforms

Choose platforms based on your audience:

Google Ads: For people actively searching for your services.
Facebook & Instagram: Ideal for engaging visual content and demographic targeting.
TikTok or YouTube: Great for video-focused audiences.
Nextdoor: Perfect for hyper-local promotion within neighborhoods.
Pinterest Ads: Effective for home improvement, DIY, or visually appealing businesses.

Step 4: Craft High-Converting Ads

Key Elements of Effective Ads

Compelling Visuals: Use high-quality images or videos that resonate with your audience. Examples:
- Before-and-after shots for service-based businesses.
Engaging Copy: Speak directly to your audience’s needs. Include:
- A value proposition: What sets you apart? (“Voted #1 Plumber in [City].”)
- A clear call-to-action (CTA): “Book Your Free Consultation Today.”
Local Relevance:
- Include city or neighborhood names.
- Reference local events or landmarks if relevant.

Examples

Headline: “Affordable Lawn Care Services in [City]!”
Description: “Keep your lawn green and healthy. Book today and get 10% off your first service!”
CTA: “Book Now.”

Step 5: Target the Right Audience

Geographic Targeting: Narrow your audience to your service area using zip codes or a radius around your business.
Demographic Filters: Target specific age groups, genders, or income levels.
Behavioral Targeting:
- Google Ads: Use intent-driven keywords like “emergency plumber near me.”
- Facebook: Target people interested in similar services or who recently moved to your area.
Custom Audiences:
- Retarget people who visited your website but didn’t convert.
- Use a lookalike audience to reach people similar to your current customers.

Step 6: Drive Traffic to a High-Converting Website

Ensure your website is ready to capture and convert traffic:

Mobile-Friendly Design: Most traffic comes from mobile devices.
Clear Navigation: Make it easy for users to find what they need.
Strong CTAs: Include buttons like “Call Now,” “Book a Consultation,” or “Get a Free Quote.”
Landing Pages: Create dedicated pages for specific campaigns to match ad messaging.

Step 7: Offer Incentives

Encourage potential clients to take action with:

Discounts: “10% Off Your First Visit.”
Free Trials: “Try Our Service Risk-Free for 7 Days.”
Limited-Time Offers: “Book by [Date] and Save $50.”
Free Resources: “Download Our Local Home Maintenance Guide.”

Step 8: Set a Budget

Start small and scale as you see results:

Daily Budget: Set a manageable amount (e.g., $10–$50/day).
Split Testing (A/B Testing): Test different versions of your ads to see what performs best.
Bidding Strategy: Choose options like CPC (cost-per-click) or CPA (cost-per-acquisition) based on your goals.

Step 9: Track and Optimize Performance

Metrics to Watch:
- Click-Through Rate (CTR): Shows how engaging your ad is.
- Conversion Rate: Measures how many visitors take the desired action.
- Cost-Per-Click (CPC): Indicates how cost-effective your ad is.
- Return on Ad Spend (ROAS): Measures the profitability of your campaign.
Adjustments:
- Pause underperforming ads.
- Increase spending on high-performing campaigns.
- Refine targeting or messaging based on analytics.

Step 10: Retarget and Follow Up

Use retargeting ads to re-engage users who visited your website or interacted with your ads but didn’t convert.
Implement email or SMS campaigns for leads captured during the campaign.

Step 11: Highlight Social Proof

Include customer testimonials, reviews, or ratings in your ads to build trust and credibility.
Example:
“See why 100+ [City] residents trust us for their [service/product].”

Step 12: Collaborate with Local Influencers

Partner with local influencers or community leaders who can promote your business through their platforms.

Bonus Tip: Leverage Local Events

Tie your campaign to local events or seasons. For example:

“Spring Cleaning Special – Book Your Cleaning Service Today!”
“Join Us at [Local Festival] for Exclusive Offers.”

By following these steps, you can create a well-targeted, high-converting ad campaign that drives traffic to your website and helps grow your local business.

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.