Most ad example articles focus on website conversions.

Whether that’s product sales through eCommerce or generating new leads for B2B companies.

But what if you’re completely dependent on the people around you, coming into your location to give you their money?

You need foot traffic, not website visits, to pay the lease and overhead.

Here are 25 Facebook local ad examples to get you started.

Events

In-person events present one of the best opportunities for local advertisers. It gives you a fun, unique experience that’s easy to promote. Attendees will get a unique chance to experience your brand. And there’s inherent scarcity with limited availability.

1. Alamo Drafthouse

We’re kicking things off with a bit of nostalgia with Troop Beverly Hills, courtesy of the Alamo Drafthouse in Austin, Texas. The quirky movie theater is showing the 1989 classic, in a quote-along session where talking throughout is promoted, complete with dinner and drinks. And you know no other theater in their right minds is showing this flick, so your alternatives are limited! Textbook example of using an event to highlight what makes them different and unique.

2. J-Bay Coffee

Speaking of different, J-Bay Coffee held a one-day, mini-shavathon with the hashtag #MallMoustacheSeason. I’m not entirely sure what that included, but if it means you get to shave a hipster’s ironic mustache, then count me in for the next one.

3. Surrender Nightclub

If you’ve ever driven around the city of Las Vegas (or experienced near-death in the back of a cab), you may have noticed all of the billboards touting the latest events. Some of those are very distinct, including the ones from Wynn Las Vegas, which feature a very recognizable color scheme (typically black with white typography). Another of their hallmarks are a simple focus on what’s essential, including who (Lil Jon – YEAH!) what (Halloween), and where (Surrender Nightclub). Everything else just becomes a distraction!

4. Shake and Bake Entertainment

Shake and Bake Entertainment follows this model featuring Natasha Meister at the Table Bay Hotel in Cape Town, South Africa. In these last two examples, you’re using the talent as the value proposition or draw. That means the Facebook local ad creative can be simple and clean, keeping the focus where it should be (the person people want to see) while minimizing everything else (all focus on you, the advertiser).

5. The Courtyard Maadi

The Courtyard Maadi in Cairo, Egypt does an excellent job highlighting a fun experience (a Zumba demo class) as a way to draw awareness. The video previews what people might stand to gain, while the copy reinforces that space is limited – so act now if interested!

6. Aveda Institute

We’ll cover discounts in more detail soon, but the Aveda Institute in Tampa Bay, Florida, cleverly uses them to reward guests. Discounting to bring in new customers and awareness isn’t always effective because you’re simply attracting price-conscious people. But using it as a way to reward past customers (while also promoting repurchases) is smart. On top of that, they’re introducing scarcity with a one-day event, and another one with the February deadline to buy.

7. Devils Circuit

These people look like they’re having fun. One of them is even holding a beer. While the copy reinforces that this is the ‘biggest sports party’. Obstacle runs might not sound like your cup of tea, but the Devils Circuit is doing a brilliant job highlighting some key reasons why you shouldn’t miss their February event.

8. ACL Live

StarTalk by ACL Live is an event that somehow manages to combine science, comedy and pop culture. The image depicts a friendly embrace between Bill Nye the Science Guy and Neil Degrasse Tyson (piggybacking on their celebrity to add credibility). The heads of science geeks everywhere just exploded.

Value Proposition

Some of the best examples from the last section did a great job highlight what makes them different. These next few examples build on that theme, avoiding price competition because they’ve done a great job illuminating their key differentiators that make them stand out from the competition.

9. Planet Fitness

Gyms rank right at the top of places with the most douche-bags per square foot. (DBpSQFT is a new unit of measurement, in case you were familiar.) But not Planet Fitness. Their use of slang (Gymtimidation and Lunks) immediately positions themselves who they for, precisely by saying who they’re NOT for. And their registered tagline builds on that theme by promising a nonjudgemental workout environment.

10. FlatRate Moving

Nobody likes to move. When the dust is settled, it’s enjoyable. But the actual process is a nightmare. Flatrate Moving wants you to cast worries aside by having them deal with all the negative aspects. The entire ad reinforces this message, from the initial description, to the beautiful hero image, and sales copy below. Giving them a chance and checking out their services seems like a no-brainer if you have a move on the horizon.

11. Chevys

Let’s be real for a second: Mexican food joints are a dime a dozen. And most large chains aren’t known for their quality or authenticity. Here, Chevys is instead competing on convenience, helping you avoid spending an hour in the kitchen after a long day at work by simply placing an order online or from your phone.

12. Disneyland

Disneyland may not seem like a local business, but that’s exactly what their resorts are. Sure, many of their customers are tourists from out of town. But A LOT are locals that visit multiple times each month, have done all the rides, and know the place like the back of their hand. What gets them to come back? How about a delicious, seasonal treat! Here, they’re using content (a recipe) to remind you of the amazing in-person experience you had (and can’t wait to have again). Salivating yet?

13. Redmaster Designers

Services are so difficult to sell because you’re talking about intangibles. People can’t wrap their heads around what you do, how you charge, or what they get from them. They can’t see, touch or feel them, the same way they do when their child learns how to ride a new shiny red bicycle for the first time. That’s why the power of showing a finished product or end result is so powerful. Customers might not understand how Redmasters is going to decide how glass, wood and metal can be combined, but the contemporary results speak for themselves.

14. Fire Mountain Lodge

Sticking with the ‘what you get theme’, this ad from Fire Mountain Lodge shows people exactly what they’re going to get – an amazing mountain view! It’s too bad the copy under the image gets truncated due to length. Fortunately, the image does the talking for them.

15. Skydive California

Skydive California shows blue skies, talks about summer living, and shows two happy people flashing Peace signs during their descent (showing the ‘product’ or ‘service’ in use again). What better way to experience California Love than hurtling hundreds of miles an hour towards the Earth’s surface?! You know, if you have a death wish.

16. Sterling Plumbing

Showing the before-and-after is one of the best ways to immediately translate value with zero explanation. Sterling Plumbing’s case study and photography do the talking here, rightly keeping the ad text to a minimum.

Social Proof

A close cousin of emphasizing your value proposition, leading with social proof helps reinforce your value proposition but by having others to do it for you. That means using things like testimonials, press, before-and-after case studies, and more to show (not tell) customers why you matter. (If you’re interested in exploring more about how social proof works, check out Pour excellent guide.)

17. Handy

People like realism. No, not this reality. But customers and clients sharing their personal stories of how their lives improved as a result of a brand’s product or service. It gives them something to empathize with, while also adding credibility to the claims being made. Here, Handy combines Kate’s story with a great offer that is tough to ignore.

18. Bud’s Plumbing Heating & Air Conditioning

Sponsoring local charities presents the perfect opportunity to work alongside the local media, which in turn can help provide a huge credibility boost. Bud’s Plumbing Heating & Air Conditioning is featured by local radio station 106.9 The Fox, increasing brand awareness and assuring people that they’re someone to be trusted.

19. Petnetio

One time in high school, some friends found themselves with a security guard’s walkie-talkie. In true Catholic School fashion, they proceeded to ravage the same frequencies used by all staff members with tales of how the male faculty enjoyed penetrating each other’s orifices. As a carpool buddy, I witnessed this act a few times and may have laughed along (despite not joining in the fun). Days later I found myself in the President’s office – guilty by association. The good news is that this phenomenon works the other way too. Case in point (and completely unrelated to that inappropriate anecdote), Petnetio makes their own press by capitalizing on getting their products featured with Target, which provides instant credibility and clout for a tiny company.

20. One Medical Group

It seems like no matter what medical office you walk into, they’re all the same. Soap Opera on the 90’s television. Barely audible smooth jazz. Fish tank in the corner. But not One Medical Group. Their contemporary, mid-century modern lobby looks amazing. Putting your mind at ease like you’re at an upscale resort when you turn your head and cough. They also promise same and next day appointments and feature a mobile app with 24/7 support. Welcome to 2016, healthcare!

Discounts

Discounts are popular because they work. Especially in local markets where the competition can be fierce. Chances are, you’re already well-versed discount promotion because they’re one of the first things businesses gravitate towards when trying to promote themselves. So we won’t be a dead horse. But if you’re interested in additional tips beyond discounting (especially around holiday periods), check out this guide.

21. Groupon / Uncle Tom’s Barbecue – Miami

Despite your personal feelings about Groupon, it’s tough to deny their success at local advertising and sales. Kings of discounting, here they feature a 62% offer (massive, time-based flash sale) for you and some friends at the delicious local BBQ. No reason you can’t adopt a similar approach for your own customers and local community (without giving Groupon a cut).

22. Makshoom Beirut

Makshoom Beirut of Lebanon follows the Groupon route, providing a massive, time-based discount to attract new customers to the El Balad restaurant. Applying this formula on your own, again without the need for a third party, is easy if you understand the mechanics. Create an attractive, limited time offer, for people like (or lookalike) your customer database, within a narrowly defined geographic area.

23. Indochino

You can have ~60% of something or 100% of nothing. Indochino chooses the former with an offer for customer purchasing their first custom suit. A bit of a loss leader, sure, but if they can hook these customers into purchasing multiple custom suits from here on out, it’ll have done its job and paid them back handsomely.

24. Rinse

One of the primary value propositions of Rinse is convenience. Their ad copy helps push that with a simple discount people can redeem immediately. Discounts as loss leaders can work out as we’ve seen if you’re able to successfully get your foot in the door and convert a healthy amount of these customers into long-term, ongoing ones. (You know, that whole LTV > CaC thing.)

25. Route 32 Pediatric Dentistry

The best image for last. How can you possibly ignore that thing. The nice branding and visual aesthetic are backed up with a solid offer that takes something complex (like paying for braces) and makes it easy to understand at $99/month. Dentists don’t usually rate very high in ‘fun’ and ‘welcoming’. But Route 32 is changing that stereotype.

Conclusion

Website visits are great. It’s nice knowing that people are checking out your brand, or hearing about their pleasant experiences.

But at the end of the day, people walking through the door is the lifeblood of a local business.

Online tools can help, especially if you’ve been able to pick a few ideas from these Facebook local ad examples.

The trick is knowing how this fits into the Facebook Sales Funnel. Getting the targeting and campaign settings set-up properly, along with some of these new creative ideas, will make sure all your ad dollars are well spent.