Start with one message
Pick a single thing you want to be known for this quarter: a service, an offer, a new location. Trying to say five things on a 15-second spot means saying none of them.
Choose the street, not the audience segment
Local businesses rarely need demographic targeting. They need the right corner. Ask where your best customers already walk, and buy visibility there.
Commit to a run length
A week of advertising proves nothing. Three to five months gives the same people repeated exposure and gives you enough scan data to judge what works. Longer bookings also cost less per month.
Keep it visibly local
Neighbourhood language, your real storefront photo, a nearby landmark — anything that signals you're around the corner will outperform generic stock creative.