Ads for local businesses
Understand ad metrics, choose between Meta, Local Services Ads, Search and Performance Max, and measure which spend brings real customers.
CPM, CPC, CTR, CPL and ROAS explained with examples
The five ad numbers that matter, with worked examples, plus how to work out what you can afford per lead and set a sensible first test budget.
Meta ads objectives, formats and rules for local services
Choosing Leads vs Traffic vs Engagement, how Advantage+ audience works, Instant Forms vs click-to-WhatsApp vs website, and special ad category rules.
Local Services Ads vs Search vs Performance Max
How Google's pay-per-lead Local Services Ads work, what replaced Google Guaranteed, and when Search ads or Performance Max make more sense locally.
Measuring ads: pixel, CAPI, call tracking and UTMs
A plain-English guide to the Meta pixel and Conversions API, call tracking, UTM tags and a simple weekly report that tells you what to stop and scale.
New here? See the glossary for plain-English definitions, or go back to all tracks.