Mike AndesFounder, Augusta Lawn Care and Homeworks · Founder of Homeworks and Augusta Lawn Care

How I run Facebook ads

29 Sept 2026 · 1 min

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In this segment, Mike Andes critiques common mistakes home‑service businesses make with local Facebook advertising and outlines a concrete strategy to capture local attention. He demonstrates how to embed recognizable local landmarks—such as the town hall, plaza, water tower, or local flags—into ad creatives for a mowing service in Flower Mound. By aligning the headline, primary copy, and visual assets with these local cues, the ad signals to viewers that it is specifically for them, dramatically increasing the likelihood they will stop scrolling. Andes likens a generic headline (“Subway opens a new store”) to a hyper‑local version (“Subway opens a store across from your house”), illustrating the power of geographic personalization. The core objective of Facebook creative, according to Andes, is to make the viewer realize the ad is meant for them, which is achieved through localized imagery and messaging.

Chapters

Here's what a lot of home service businesses get wrong when it comes to local advertising on Facebook. Here I am advertising mowing services, but I'm going to include local landmarks in the Flower Mound area that people in that market are going to understand and recognize, like the town hall, like a town plaza, the water tower, flags in your local market, so that way they know this is for me. I want my title, my headline, my primary copy, and the actual creative to scream to them that this is for me in my local area. It's the equivalent of having a headline says Subway opens a new store, like, who cares? Well, what if it said Subway opens a store across from your house? Now all of a sudden it got your attention. And so the objective of the creative when it comes to Facebook is to get them to stop. And the best way to make sure they stop is for them to realize it's for them. And the best way for them to realize it's for them is in their local market.