If you run a local service business—whether it’s plumbing, landscaping, beauty treatments, or car repairs—chances are you rely on word-of-mouth, referrals, and maybe a bit of Google traffic. But what if you could put your business in front of thousands of potential customers in your area—even before they start looking for your service?
That’s exactly what Meta Ads (Facebook & Instagram Ads) can do. Unlike Google Ads, where people are actively searching for a service, Meta Ads allow you to reach potential customers before they even realise they need you.
But here’s the catch: if you don’t set them up properly, they can drain your budget fast. That’s why in this guide, we’re going to break down exactly how local businesses can use Meta Ads to generate leads, get more bookings, and dominate their area—without wasting money on people who’ll never convert.
Why Meta Ads Work So Well for Local Businesses
Meta Ads work differently from Google Ads. Instead of waiting for someone to type in “plumber near me” or “best beauty salon in London,” Meta lets you put your service directly in front of the right people based on their location, interests, and behaviour.
Here’s why that’s a game-changer for local businesses:
- Hyper-Local Targeting – You can target people based on their exact postcode, city, or even within a few miles of your business. No wasting budget on people outside your service area.
- Pinpoint Audience Selection – Want to target homeowners who just moved into the area? People who recently got engaged (hello, wedding photographers)? With Meta’s audience tools, you can.
- Scroll-Stopping Visuals – Unlike Google Ads, which rely on text, Meta Ads let you showcase your business with images and videos that grab attention fast.
- Lead Generation Without a Website – You don’t even need a fancy website. With Facebook Lead Ads, customers can book a service or request a quote directly inside Facebook or Instagram.
Now, let’s break down how to actually set up and run a campaign that gets results.
Step 1: Choose the Right Meta Ad Campaign Type
Before you create your ad, you need to pick the right campaign objective. For local service businesses, the best options are:
1. Lead Generation Ads (Best for Booking More Jobs & Enquiries)
With Lead Ads, customers don’t even need to leave Facebook or Instagram to get in touch. They can fill out a contact form inside the ad itself, making it super easy for them to request a quote or book a service.
Perfect for: Plumbers, electricians, landscapers, cleaners, beauty salons, home improvement services.
2. Traffic Ads (Best for Driving People to Your Website)
If your website is set up to convert visitors (with a booking form, pricing page, or special offer), a Traffic Ad can drive local customers straight to your site.
Perfect for: Restaurants, hair salons, car repair shops, fitness trainers.
3. Engagement Ads (Best for Brand Awareness & Social Proof)
Want to get more likes, shares, and comments on your posts? Engagement Ads push your content to more people in your area, helping you build a strong local reputation.
Perfect for: Local event organisers, gyms, personal trainers, beauty businesses, restaurants.
Once you’ve chosen your campaign type, it’s time to nail your audience targeting.
Step 2: Target the Right People (So You Don’t Waste Money)
One of the biggest mistakes local businesses make with Meta Ads? Targeting too broadly.
If you’re a plumber in Manchester, you don’t need to show your ads to people in London. And if you run a high-end beauty clinic, you don’t want to target people looking for cheap DIY treatments.
Here’s how to refine your targeting:
1. Set Up Location Targeting Properly
- If you serve a specific city, set your location targeting to that city + a few miles around it.
- If you serve multiple areas, create separate ad sets for each location so you can track performance individually.
- Avoid “United Kingdom” targeting—it’s too broad, and you’ll waste money on irrelevant clicks.
2. Use Detailed Interest Targeting (But Not Too Many)
Facebook lets you target users based on their interests, but adding too many can water down your audience. A few ideas:
- Plumbers – Target homeowners, people interested in “home improvement” or “DIY fails”
- Personal trainers – Target people interested in “fitness,” “weight loss,” or “gym memberships”
- Beauty salons – Target people interested in “skincare,” “facials,” or “luxury beauty treatments”
3. Use Retargeting to Stay in Front of Interested Customers
Most people won’t book the first time they see your ad. Retargeting lets you re-engage people who have:
✔️ Visited your website but didn’t book
✔️ Watched your video ad but didn’t take action
✔️ Engaged with your Facebook or Instagram page
Step 3: Create Ads That Actually Convert
A great ad isn’t just about fancy graphics—it’s about hooking your audience, making your offer clear, and getting them to take action.
1. Use Eye-Catching Visuals
- If you’re a plumber, show a before-and-after shot of a kitchen renovation.
- If you run a gym, use a short video of a client’s transformation.
- If you’re a beauty salon, highlight real results from treatments.
2. Write a Killer Ad Copy
Your text needs to stop the scroll and make people care. Here’s a winning formula:
[Problem] + [Solution] + [Call to Action]
📢 “Leaking pipes? Don’t wait until it’s an emergency! Our expert plumbers in Manchester offer same-day repairs. Get a free quote today.”
🔥 “Tired of dull, ageing skin? Our advanced facials give you glowing skin in just one treatment. Book your consultation now.”
3. Add a Strong Call to Action (CTA)
Every ad should have a clear next step:
✔️ “Book a Free Quote”
✔️ “Call Now for an Appointment”
✔️ “Claim Your 10% Off Today”
Step 4: Keep an Eye on Your Ad Performance (And Improve It)
Once your ad is running, don’t just leave it. Check your results and tweak your campaign to get more leads for less money.
Key Metrics to Watch:
- Cost per Lead (CPL) – If you’re paying too much per enquiry, try tweaking your targeting or ad creative.
- Click-Through Rate (CTR) – If people aren’t clicking, your ad might not be engaging enough. Test different headlines and images.
- Conversion Rate – Are people clicking but not booking? Your landing page might need improving.
Final Thoughts: Is Meta Ads Right for Your Business?
For local service businesses, Meta Ads is one of the most powerful marketing tools out there—if you use it correctly. By targeting the right people, crafting scroll-stopping ads, and tracking your results, you can generate leads on autopilot and keep your business fully booked.
But let’s be honest, figuring out ad targeting, testing different creatives, and optimising campaigns can be a full-time job. That’s where we come in.
At HOC-Digital, we help local businesses create high-performing Meta Ads campaigns that bring in real customers without the guesswork.
Want to take your local business to the next level? Let’s chat.
