Are Pay-Per Click Ads the Place to Start Advertising?

What every local service business should be doing with their advertising is creating a staircase. The first step in the staircase is implementing the advertising that will bring you the highest response and Return On Investment (ROI). The second step should be the second most profitable Media, which will produce calls at a slightly higher cost than the first step. The third step should be the third most profitable Media to advertise in, and so on.

For this reason, Facebook, Instagram and Google Ads are NOT the place to start your local advertising. They might be second or third steps for most local businesses. Google searches are “intent based”, while Instagram and Facebook are “interruption marketing”. Interruption Marketing requires special considerations because the prospect is not showing the intent to purchase now. Pay-per-click ads like this may prove to be too expensive, but you can test on a small basis and see if it will work as a source of new business.

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