One Stone Digital.

It seems obvious for a plumber to target the keyword "plumber near me" and call it a day. Expanding that to include city names or neighborhoods would be slightly better. Expanding that to include specific services is better still. 

However, that is not a holistic strategy. A strategy incorporates

• Audience segmentation
• Keyword themes
• Messaging
• Website CRO 

Know who you want to target with each ad, and use all of the targeting tools at your disposal to really find those in-market users.

"Let's start with $500. We're willing to scale if it works."

This is one of the most discussed topics in my consultations. Unfortunately, large scale success does not usually manifest at smaller scales. The performance that you might experience with a $2,500 budget won't be 80% less with $500 - it will mostly likely be 0.

If you have the budget, use it. Don't be afraid to spend, especially if you have a great product and marketing strategy.

The best campaign with perfect targeting, smart bids, and killer ad copy will fail to convert if its landing page isn't up to snuff.

Your landing page is your closer. The ads facilitate a meeting of your brand and your prospects. The landing page's job is to close the sale by first persuading the user that you have what they want and then providing a way for them to get it.

Your landing page should convey relevance and authority, and it should allow the user to effortlessly convert when they choose to.