Want your local display ads to drive more conversions? Start by focusing on three key areas: targeting, design, and testing. Here’s a quick breakdown:
Quick tips for success:
Every successful local display ad hinges on three crucial components.
A strong value proposition is the foundation of any effective local ad. It explains why customers in your area should choose your business over competitors. The key? Focus on benefits, not just features. For instance, instead of saying, "20 years of experience", highlight the outcome: "Get your plumbing fixed right the first time, guaranteed." This shows customers what they’ll gain by choosing you.
Data backs this up. Testing reveals that tweaking a banner’s wording can increase conversions by 26%, while adjusting page content to emphasize benefits can lead to a 55.5% boost. A food supplement seller achieved this exact increase simply by refining how they presented their product’s value.
For local businesses, it’s critical to address specific community needs. A bakery, for example, might emphasize, "Fresh pastries baked daily with locally-sourced ingredients", rather than making generic claims about quality. This approach resonates with customers who value fresh, local products and supporting nearby businesses.
The payoff? Companies that refine their value propositions often see dramatic results. One partner reported a 90% increase in conversions after applying a well-crafted value proposition across their website, paired with visuals and storytelling.
Your call-to-action (CTA) is where curiosity turns into action. The most effective CTAs use clear, action-oriented language that tells people exactly what to do while highlighting the benefits they’ll receive.
Personalized CTAs perform 202% better than generic ones, and button-based CTAs outperform plain text links by about 30% [3][5]. Using strong action words in your CTA can boost conversion rates by up to 12.7%, and even simple design tweaks - like adding white space around the CTA - can increase conversions by an incredible 232% [4].
The words you choose matter. Instead of generic terms like "submit" or "enter", opt for more engaging alternatives such as "get", "reserve", or "try." For example, Content Verve found that changing a button from "get your free template" to "get my free template" resulted in a 90% increase in clicks [3].
Local businesses should also tailor CTAs to their specific audience and location. For instance, "Call Now for Same-Day Service in Downtown Phoenix" feels more urgent and relevant than a generic "Contact Us." Similarly, "Book Your 15-Minute Consultation" appeals to busy customers by showing respect for their time.
Design plays a major role too. Use contrasting colors to make your CTA button stand out, keep the text concise (two to five words is ideal), and stick to one clear call-to-action per ad. This avoids overwhelming potential customers and keeps the focus on what you want them to do.
Once you’ve nailed your value proposition and CTA, your brand identity ties everything together. A consistent brand identity - through logos, colors, and fonts - helps build trust and sets your local business apart from larger competitors.
But branding isn’t just about slapping your logo on an ad. Every visual element should reflect your business’s personality and values. For example, a family-owned restaurant might use warm, inviting colors and casual fonts to evoke a sense of comfort, while a law firm would lean on formal, professional designs to convey trust and authority.
"Humble Help nailed my website and logo design - functional, stunning, and affordable."
– Nare R., Biz Owner [2]
High-quality visuals are non-negotiable. Poor-quality images or inconsistent branding can give off an unprofessional vibe, which is especially damaging for local businesses that rely heavily on their reputation.
Your brand identity should also subtly connect to your community. For example, visual elements that reference local landmarks or traditions can create a sense of familiarity and trust without overshadowing your core message.
The ultimate goal? Instant recognition. When someone sees your ad, they should immediately associate it with your business - even before reading the text. This familiarity strengthens future marketing efforts, as customers will start to recognize and trust your brand.
Humble Help exemplifies this approach, creating attention-grabbing websites that drive results. As one happy client shared:
"Humble Help's dynamic website doubled my bakery's online orders in just weeks." – Amina J., SMB Biz Owner [2]
Once you've identified the key elements that drive conversions, refining your ad design can take performance to the next level. A well-crafted design is essential for local display ad campaigns. In fact, 50% of companies highlight design as a major factor in their success [6]. Every visual aspect of your ad should have a clear purpose and contribute to its effectiveness.
Colors have a powerful influence on emotions and decision-making. Studies show that men are most drawn to blue and green, while women favor blue and purple [7]. This insight can help you tailor your ads to resonate with specific local audiences. For instance, Harry's, the shaving brand, used carefully chosen colors to subtly showcase their product, allowing the design to enhance the message without overwhelming it [6]. A simple, cohesive color palette can also strengthen your local brand identity.
To make your call-to-action (CTA) buttons pop, use contrasting colors that draw the eye [8].
High-quality images are equally important. They should serve a clear purpose, whether that’s showcasing your product or reflecting your community. Wistia, for example, used playful and unique imagery in their ads, leading to a 13% conversion rate on their landing page [6]. Consider incorporating visuals that highlight local landmarks or familiar faces to make your ads relatable, but avoid cluttering the design or diluting your core message.
Typography also plays a major role. Ainara Sáinz, a designer at Unbounce, emphasizes:
"The most important thing to have is a clear and legible typographic hierarchy. It doesn't matter if you have amazing visuals - if your audience can't read or understand your message, they won't click on your ad." [6]
Choose fonts that match the tone of your business. For example, a casual, friendly font might work well for a family-owned café, while a more formal typeface would suit a law firm. Keep your text minimal and clear to ensure readability.
Once you've nailed down your visuals and colors, focus on structuring your layout to guide viewers naturally through your message.
A well-structured layout ensures your ad communicates its message effectively. The best local display ads highlight the value proposition and CTA prominently, making it easy for viewers to understand the offer at a glance.
Take SoundCloud, for example. Their ads put the value proposition and CTA front and center, while the logo remained subtle, and the image served as a supportive background [6]. Similarly, join.me created a clean, straightforward ad with an unmistakable value proposition and CTA [6]. The goal is to make sure your audience immediately sees what you’re offering and how to take action.
To help your ad stand out, use defined borders to distinguish it from regular webpage content. This not only grabs attention but also conveys professionalism, which builds trust with local customers [6]. A typical layout might place your most compelling benefit or offer at the top, support it with an engaging image, and close with a clear, clickable CTA. This flow naturally guides viewers to engage with your ad.
While visual appeal and structure are critical, don’t forget to optimize your designs for mobile users.
With 60% of web traffic coming from mobile devices and projections showing that 72% of internet users will access the web solely via mobile by 2025 [1][9], designing for mobile is non-negotiable.
Rachel Corak, Associate Director of SEM at HawkSEM, advises adopting a mobile-first mindset:
"It's best to incorporate text overlays with strong CTAs. Because display ads are notoriously low converting, try to mitigate this by being very clear within the CTA." [1]
For mobile ads, simplicity is key. Use larger fonts, streamlined layouts, and ensure that essential elements are easy to tap. Mobile users expect quick, clear communication, so focus on bold headlines, short text, and prominent CTAs that are easy to interact with.
Your mobile landing pages should also be optimized for various screen sizes to create a seamless experience that encourages conversions [1]. Experiment with proven ad sizes like 300×250, 336×280, and 728×90 [6] to determine which works best for your audience.
Creating visually appealing ads is just one part of the equation - success hinges on precise targeting and ongoing testing. Here's how you can combine targeting, A/B testing, and local SEO to make your campaigns more effective.
Hyperlocal targeting zeroes in on specific neighborhoods, commercial areas, or zip codes where your ideal customers live and work. For example, a downtown Portland bakery might focus on office workers within a 2-mile radius during the morning rush and then shift to targeting families in nearby residential areas later in the day.
To make this work, use geotargeting tools on platforms like Google Ads and Facebook Ads. These tools allow you to serve ads based on users' current locations, home addresses, or even places they've recently visited. Refine your targeting by considering demographics such as age, income, and lifestyle preferences. Dive deeper into local audience insights to learn when your customers are most active online and which devices they prefer. The goal? Strike a balance between narrowing your focus and reaching enough people to drive meaningful traffic without overloading the same audience.
Once your targeting is set, A/B testing becomes essential for refining your strategy. By running two variations of an ad at the same time - changing elements like headlines, images, colors, or calls-to-action - you can see which version resonates more with your local audience. This method helps you pinpoint the changes that make a real difference.
"One of the biggest mistakes I see people make with their display ad strategy is audience targeting… or lack thereof." - Rachel Corak, Associate Director of SEM at HawkSEM [1]
Platforms like Google Ads simplify testing with tools like "Experiments" and "Ad Variations." While Ad Variations are great for testing a single tweak across multiple campaigns, custom experiments let you test several changes on a smaller scale [11].
Pay close attention to metrics like click-through rates (CTR), conversion rates, and cost per acquisition. For context, the average Google Ads conversion rate across industries is 6.96% [10]. Keep in mind that local display ads often perform differently than search ads, so focus on your own performance trends rather than relying too heavily on industry averages.
Run your tests for at least two weeks to account for daily variations and gather enough data to make informed decisions. Aim for a confidence level of 95% or higher before drawing conclusions [11]. Keep detailed records of each test, including its duration, results, and lessons learned, and revisit your strategy regularly as market conditions and platform algorithms evolve.
Integrating local SEO with your display ads creates a well-rounded marketing strategy that can boost conversions. Imagine a customer searching for "coffee shop near me", checking out your Google Business Profile, and later seeing your display ad on a local news website. This repeated exposure builds familiarity and trust.
Start by optimizing your Google Business Profile. Make sure it includes accurate business hours, eye-catching photos, positive customer reviews, and updates on local events or promotions. For example, a Seattle bakery saw a 30% increase in foot traffic after fine-tuning its profile and incorporating local keywords into its Google Ads campaigns [12].
Enhance your display ads with location extensions, adding details like your address, phone number, and the distance from the viewer's location. This makes your ads more relevant and actionable for local users.
Remarketing is another powerful tool. It allows you to target people who have already interacted with your business, such as visiting your website or engaging with your Google Business Profile. Tailor your ads to these users for a more personalized experience.
Finally, create content that speaks to your community. Highlight local events, seasonal trends, or unique aspects of your area. For example, a restaurant could showcase dishes made with locally sourced ingredients, or a fitness studio might promote an upcoming community 5K race. These local touches make your ads feel more personal and relatable.
When it comes to marketing, balancing local display ads with other tasks can stretch your resources thin. That’s where an all-in-one marketing platform can make a real difference. By consolidating essential tools into one system, these platforms simplify processes, save time, and reduce headaches [13].
Here’s the reality: 87% of buyers kick off their shopping journey online [16]. This makes a strong digital presence non-negotiable. Digital marketing also tends to be more budget-friendly than traditional methods [14], offering precise targeting and better results at a fraction of the cost [15].
Humble Help is tailored for local businesses navigating the challenges of display ad campaigns. Their platform uses a mix of marketing expertise and AI to deliver results 3-5 times faster than traditional agencies [17]. This speed comes from their streamlined approach, covering everything from strategy to execution.
One standout feature is their AI-powered Google Ads, which automatically identifies your ideal customers. Instead of spending hours learning complex ad platforms, you get tools that provide real-time performance insights [17]. These insights allow for immediate campaign adjustments, ensuring you’re always optimizing.
Design challenges? Humble Help has you covered with on-demand design services for banners and graphics [17]. Forget DIY tools or hiring extra designers - this service delivers professional-quality visuals. On top of that, they ensure your Google Business Profile is fully optimized. Since Google considers relevance, distance, and prominence for local rankings, this step is crucial [18].
By uniting design, targeting, and performance tracking, Humble Help offers a comprehensive approach to boosting local visibility. Their platform complements high-conversion strategies, making it a powerful tool for business growth.
Using an integrated platform like this simplifies your marketing efforts and eliminates the need for multiple subscriptions. You can centralize design, ad management, analytics, and SEO services in one cost-effective solution [13].
With enhanced data and reporting, you gain a complete view of your campaign performance [13]. Instead of juggling information from different tools, you can see how ads, website traffic, and local search rankings work together to drive results.
Flexibility is another key advantage. Humble Help offers monthly subscriptions and one-time services [17], letting you scale your efforts based on seasonal demand or specific goals. This is especially useful for businesses with fluctuating needs or those experimenting with new strategies.
For those just getting started, Humble Help provides a Brand Boost Package at no cost. This includes a website check-up, fresh design layout, three press features, and three blog posts. It’s a solid starting point for building your local advertising strategy.
"We're your outsourced fractional CMO with a la carte marketing services. We handle strategy, execution, and everything in between without the traditional agency overhead." - Humble Help [17]
Creating local display ads that drive conversions requires careful planning, attention to detail, and a willingness to adapt. The secret lies in precise targeting, eye-catching design, and consistent testing to refine your approach.
To build a successful campaign, start with precise targeting. Techniques like remarketing, demographic segmentation, and affinity targeting can help your brand stay visible locally. Studies suggest that consumers often need to see your brand around 10 times before they even consider doing business with you [1][20].
Next, focus on design elements that grab attention. High-quality visuals, a clear typographic hierarchy, and consistent branding are essential. As Ainara Sáinz from Unbounce explains:
"The most important thing to have is a clear and legible typographic hierarchy. It doesn't matter if you have amazing visuals - if your audience can't read or understand your message, they won't click on your ad." [6]
Your call-to-action (CTA) is another critical piece. Use action-driven language, make your CTA button pop with contrasting colors, and tailor it to the device your audience is using. Rachel Corak from HawkSEM reinforces this idea:
"It's best to incorporate text overlays with strong CTAs. Because display ads are notoriously low converting, try to mitigate this by being very clear within the CTA." [1]
Don't overlook mobile optimization. With so many users browsing on their phones, ensuring your ads are mobile-friendly is non-negotiable [1].
Finally, align your ads with their landing pages. Consistency in visuals and messaging can boost conversion rates by as much as 400% [6]. And remember, testing is your best friend. Dedicate time each week to reviewing metrics like click-through rates and conversion rates, and use A/B testing to find what resonates most with your audience [1][19].
These strategies provide a solid roadmap to start improving your ad performance.
Now that you know the fundamentals, it’s time to take action. Start small - focus on one or two improvements, like refining your CTAs or enhancing mobile design. Once you’ve nailed those, gradually work on incorporating other strategies.
The numbers speak for themselves: 27% of consumers search for a business after seeing a display ad, and related searches can lead to a 59% increase in conversions [20]. By applying precise targeting, strong design, and regular testing, your local display ads can build trust and recognition in your market, delivering long-term results.
If managing all this feels overwhelming, consider investing in professional marketing tools or services. These platforms can simplify the process, helping you optimize campaigns and achieve better results without the stress. With the right approach and tools, you’ll not only improve your ads but also create a lasting impact in your local community.
Local businesses can use geotargeting to focus their display ads on specific areas, ensuring they connect with nearby potential customers. By setting a defined radius - often through techniques like geo-fencing - businesses can show ads to people most likely to visit their location. This not only makes ads more relevant but also helps stretch marketing budgets by avoiding impressions on audiences too far away to engage.
With tools like GPS and IP tracking, businesses can even customize ads to align with local events or trends, making their messaging more timely and appealing. Regular performance analysis is key to fine-tuning these campaigns for better results. When paired with eye-catching visuals and clear calls-to-action, geotargeting can help local businesses increase foot traffic, boost sales, and strengthen their ties within the community.
To make local display ads truly effective, focus on showcasing local relevance and addressing what matters most to the community. For instance, a neighborhood bakery could use a message like: "Savor fresh, locally-baked treats made with ingredients sourced right here in your community." This not only highlights quality but also taps into a sense of local pride.
A similar approach works for other businesses. Take a local gym, for example. They might draw in potential members with an offer such as: "Enjoy a free week of fitness tailored for your neighborhood. Connect with friends and neighbors in a supportive, welcoming space." This emphasizes both health and the value of social connections.
By aligning your ad’s message with the priorities and values of your audience, you can create campaigns that genuinely connect and inspire action.
A/B testing is all about comparing two versions of an ad to figure out which one clicks better with your audience. By experimenting with different elements - like headlines, images, or calls-to-action - you can pinpoint what grabs attention and drives results. It’s a smart way to fine-tune your ads and improve performance without taking unnecessary risks.
To make the most of A/B testing, zero in on key metrics. For example, click-through rate (CTR) tells you how often people are clicking on your ad, while conversion rate tracks how many complete the action you’re aiming for. You’ll also want to keep an eye on engagement metrics like bounce rates or how much time users spend on your landing page. These numbers give you a clear picture of how well your ad is connecting with your audience. By regularly analyzing these insights, you can consistently craft ads that perform better and resonate more effectively.
Discover strategies to elevate your business.
