Insights

October 21, 2025

Small business truth: social scrolls fade, TV builds trust

Social ads fade fast. TV sticks. Discover the honest truth about why local service businesses see better results from consistent, low cost TV campaigns and how Adwave makes it easy to get started for as little as $50.

Table of Contents

The dirty truth about small business ads and why TV still wins

If you are a local business owner, every dollar you spend on advertising is real. It is payroll, parts, and groceries. That is why split-second social views feel painful. You see a spike in impressions. Then nothing. For most local services, quick views do not build trust. TV does.

Why social scrolls fade for local services

Social is great at impulse buys. Cheap, fast, fun stuff. Local services are different. Decks, dental work, real estate. These are considered decisions. People talk to a partner. They ask a neighbor. They think before they act. A half-second view rarely makes the shortlist.

Why TV works when timing matters

TV gives you two things social often cannot deliver at the same time: time on screen and time over time.

• Time on screen: 15 or 30 seconds to tell a clear story.

• Time over time: steady repeat exposure across weeks and months.

• Result: you become the familiar name that pops up when the need is real.

A homeowner might be 3 to 6 months from hiring a deck builder. A family might put off a dentist switch until insurance resets. A homeowner might watch the market before listing. When timing finally hits, memory wins. TV builds that memory.

The local math: small, steady, and simple

You can burn $600 in two weeks of social experiments. Or you can put about $50 per month toward a small TV footprint for a full year. Consistency beats short bursts.

A sample starter plan

• Budget: $50 to $150 per month to start, based on your market and inventory.

• Goal: 5-10 exposures per viewer per week in your core neighborhoods, repeated for months.

• Creative: One clean 30 second ad with a single call to action.

What to say in your first 30 second spot

• Problem in plain words.

  • Example: Your deck should be the best seat in the house. If it is soft or sagging, we can help.

• Trust cue.

  • Example: Local crew. Licensed and insured. Photos and reviews on our site.

• Clear offer.

  • Example: Free estimate and a written timeline.

• Call to action.

  • Example: Call Smith Decks or visit smithdecks.com. Ask for the spring schedule.

Show real work. Show faces. End on your name, phone, and web address.

How to measure without losing your mind

Do not chase every metric. Track a small set:

• Call volume and form fills.

• Mentions of seeing you on TV.

• Quote requests and booked jobs.

• Branded search queries that include your name.

Look for lift after the second month. TV builds slowly, then pays off when buyers enter the market. The moment someone finally decides to call, your spot has already done the job.

Where Adwave fits in

Adwave helps local businesses plan and run simple TV campaigns. We keep the buying process clear, help you focus on frequency and consistency, and show you the basics to track.

Ready to put your name where customers will remember it? Get started with today.