Most local businesses ignore YouTube advertising. Here's why that's a mistake and how to get started.
YouTube is the second largest search engine in the world, and it's massively underutilised by local service businesses. While your competitors fight over expensive Google Search keywords, YouTube offers a way to reach local customers through video at a fraction of the cost.
The most effective format for service businesses is the skippable in-stream ad. These play before other YouTube videos and can be skipped after 5 seconds. You only pay when someone watches at least 30 seconds (or the entire ad if it's shorter). This means you get brand exposure for free from everyone who skips.
Create simple, genuine video ads. You don't need a production company. A 30-60 second video of you explaining what you do, showing your team at work, and including a clear CTA like 'Search for [your business] to get a free quote' can be filmed on a smartphone and uploaded directly to YouTube.
Target your YouTube ads by geography (your service area), demographics, and interests. You can even target people who have recently searched for your services on Google - showing them a YouTube ad after they've already shown intent is an incredibly effective combination of search and video that very few local businesses are using.