Local service businesses should use organic social media as a testing ground for ad creative. Post helpful, authentic content consistently. When a post naturally gains significant traction (e.g., 5-10k views), invest a small, targeted ad budget ($100-$500) to amplify that proven winner within a tight geographic radius to generate leads.

Instead of polished ad creative, have the founder record a simple, direct-to-camera video on their iPhone announcing the sale. This authentic, personal approach often generates higher click-through and conversion rates by creating a friend-to-friend connection with the audience.

Instead of just running generic creative from national advertisers, 6AM City's team offers a white-glove service to rewrite and editorialize the copy with a local angle. They find that when they are allowed to tailor the message to their specific community readers, the ad's performance is almost guaranteed to be better than the original national version.

Instead of using traditional celebrity endorsements, Square's 'See You in the Neighborhood' campaign heroes its actual customers. This approach treats local business owners as influential figures in their own right, lending unparalleled authenticity and relevance to the campaign's storytelling.

Best Buy is leveraging its massive physical retail footprint as a unique advertising channel. This "in-store takeover" capability allows brands to create immersive experiences using window displays, digital walls, and interactive screens, reaching customers at the crucial point of purchase.

General advice is easily dismissed. By providing hyper-specific guidance tailored to a customer's unique context, like gardening tips for their exact climate zone via geo-targeted ads, you demonstrate a deep understanding of their problem. This specificity builds immense trust and confidence.

Tushy's out-of-home truck campaign isn't a 'spray and pray' tactic. The trucks use GPS and geofencing to ping nearby mobile device IDs. These IDs are then matched to home IP addresses to track subsequent website visits, providing directional data on the campaign's effectiveness and demystifying OOH measurement.

To prove marketing's ROI, run geo-fenced ad campaigns targeted at a specific set of retail locations. By comparing sales in these "test" stores against a control group of similar stores, you can measure the direct, incremental sales lift caused by your creative, providing black-and-white accountability.

To maximize ROI on their out-of-home spend, Float's media buying was highly scientific. They physically mapped the office addresses of their existing customers across the country, identified clusters in cities like Toronto, and then concentrated their billboard buys in those specific regions.