Spent the last few years running paid ads exclusively for contractors, med spas, and dental practices. The single biggest leak I see, over and over: businesses running the SAME campaign structure that works for e-commerce or SaaS.

Local service buyers don't behave like online shoppers. A few things that actually move the needle:

1. Radius targeting beats interest targeting. A 10-15 mile radius around your location(s) with tight geo-fencing outperforms broad interest stacks almost every time. You're not trying to reach "people who like home improvement" — you're trying to reach people who live near you and have the problem right now.

2. Landing pages need a phone number above the fold, not a form. Local buyers want to talk to a human, especially for higher-ticket services (roofing, HVAC, cosmetic procedures). Forms work for booking follow-ups, not first contact.

3. Cost per lead is the wrong metric alone — track cost per booked appointment. A $15 lead that never answers the phone is worse than a $40 lead that shows up. Most agencies report on the vanity metric because it looks better in a screenshot.

4. Retarget with review/proof content, not more offers. By the second touch, prospects already know your price. What they need is proof you're legit — job site photos, before/afters, real reviews.

Built North Send around fixing exactly this for local service businesses tired of being someone's case study. Happy to answer questions if you're running ads for a local business and something feels off.