38 Things We Learned Spending $1.1 Million on Ads for St. George Businesses
After serving 73M+ ad impressions and generating $10M+ in revenue for Southern Utah companies, here are the brutal truths about what actually works in 2025.
I’m about to tell you 38 things that most marketing agencies will never admit.
Why? Because some of these truths make us look bad. Some make the industry look bad. And some will piss off agencies who rely on smoke and mirrors to keep clients paying.
But here’s the thing: I’m tiSe7en of watching St. George business owners get screwed by bad marketing advice.
Over the past 5 years, we’ve managed over $1.1 million in ad spend for Southern Utah businesses. We’ve served 73 million ad impressions. We’ve generated over $10 million in revenue for our clients.
And along the way, we’ve learned what works, what doesn’t, and what’s complete bullshit.
Here’s What This Article Will Give You:
- 38 proven strategies that actually drive sales (not just “engagement”)
- Real examples from St. George businesses (with numbers)
- What to stop doing immediately (you’re wasting money)
- What to start doing tomorrow (easy wins)
- Why most marketing campaigns fail (and how to avoid it)
Fair warning: This is long (4,500+ words). But if you’re spending money on marketing and not seeing results, it’ll save you thousands.
Let’s get into it.
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Part 1: Foundation — Get This Right or Everything Else Fails
These first five lessons are non-negotiable. If you mess these up, no amount of clever tactics will save you.
Your Message Matters More Than Your Budget
The most important decision in marketing isn’t how much you spend. It’s what you say.
We’ve seen businesses with $500/month budgets outperform businesses spending $5,000/month. The difference? A clear, simple message.
Here’s the test: Can a stranger understand what you do and why they should care in 5 seconds or less?
“We’re a forward-thinking, innovative, customer-centric solution provider delivering synergistic value propositions.”
“We fix broken AC units in St. George. Same-day service. $49 tune-up.”
Action step: Write your one-liner. If it uses words like “forward-thinking,” “innovative,” or “solutions,” delete it and start over.
No Offer = No Sales
Most marketing campaigns have no offer. They just say “call us” or “learn more.”
That’s not an offer. That’s a request for people to do work.
A real offer answers: “What’s in it for me?”
Before: “Schedule your cleaning today!”
Result: 3 bookings per month from ads
After: “New patient special: Cleaning + Exam + X-Rays = $79 (normally $320). Book this week.”
Result: 23 bookings per month
Same practice. Same budget. 667% increase in bookings.
The offer did that.
Action step: Create an offer nobody can refuse. Then deliver on it.
Brand Everything or Stay Invisible
I see this mistake constantly in St. George: businesses post on social media with zero consistent branding.
One post is blue. Next post is Se7en. Logo here. No logo there. Random fonts everywhere.
Your audience can’t remember you if you look different every time they see you.
Minimum branding checklist:
- Logo in corner of every video
- Consistent brand colors on all posts
- Same fonts across all platforms
- Your USP on social media cover images
- Watermark on images (yes, really)
You Need a BIG IDEA (Not Just Good Execution)
Good execution on a mediocre idea = mediocre results.
Average execution on a BIG IDEA = breakthrough results.
What’s a BIG IDEA? It’s the thing that makes people stop scrolling and pay attention.
Regular idea: “Outsource your business tasks”
BIG IDEA: “The 4-Hour Workweek”
Same concept. One is boring. One sold millions of books.
Regular idea: “We’re the best HVAC company”
BIG IDEA: “AC Repair in Under 2 Hours or It’s Free”
Same service. One is forgettable. One is remarkable.
BIG IDEAS are usually simple. Don’t confuse your audience.
Action step: What’s the ONE THING about your business that would make someone say “Really? That’s different.”
Quality Isn’t Optional in 2025
Bad reviews can pile up and destroy your business overnight.
In St. George’s connected community, word travels fast. One viral negative review on the “St. George Word of Mouth” Facebook group can cost you $50,000+ in lost business.
We’ve seen it happen.
The truth: If your marketing looks ugly, consumers assume your product is shoddy.
Your Instagram looks like 2015? They assume your business operates like 2015.
Your website loads slowly and looks broken on mobile? They assume your service will be broken too.
Action step: Google your business right now. What do you see? Is it good enough to beat your competitor?
Part 2: Messaging & Brand — Stop Being Boring
Entertainment > Information
You’re competing with Netflix, Instagram, and TikTok for attention.
If your marketing is boring, you’ve already lost.
This doesn’t mean be unprofessional. It means don’t be a robot.
Boring approach: “We offer professional plumbing services.”
Entertaining approach: “5 Disgusting Things We Found in St. George Drains This Week” (video series)
Result: 47,000 views. 89 service calls. $43,000 in revenue.
People don’t want to be sold to. They want to be entertained, educated, or both.
Remember: Facebook quizzes and games are marketing campaigns hidden behind entertainment. Learn from that.
Innovate or Get Left Behind
In 2011, we helped create Ydraw—the company that started the whiteboard animation trend. It launched them into the Inc. 5000 within two years.
Why? Because they were FIRST.
Being first with a good idea beats being perfect with an old idea.
Yes, it’s risky. Most innovations fail. But the upside of catching a trend early is worth the risk.
Action step: What’s one thing your industry does that’s outdated? Do the opposite.
Ignore Shiny Objects (There Are No Shortcuts)
Every month, a new “marketing hack” goes viral:
- “This one weird trick will 10X your engagement!”
- “Instagram Reels are the secret to growth!”
- “AI will write all your content!”
It’s all bullshit.
The truth: Marketing takes time, money, and expertise. There are no shortcuts.
We’ve tested every “hack” that’s come out in the past 5 years. You know what actually works? The fundamentals:
- Clear message
- Good offer
- Consistent execution
- Patience
Boring? Yes. Effective? Also yes.
At Se7en, we spend 80% of our time on fundamentals and 20% testing new platforms.
Most agencies do the opposite. That’s why their clients don’t see results.
Know Your Customer Better Than They Know Themselves
Facebook, Google, and YouTube give you insane targeting capabilities:
- What they like
- What they read
- Their job title
- Who they follow
- What they search for
- Where they shop
- What they watch
And most businesses don’t use any of it.
They just target “Men 25-65 in St. George” and wonder why their ads don’t work.
Before: Targeting “Women 35-65 in St. George”
Cost per lead: $87
After: Targeting “Women 35-55 in St. George who follow wellness influencers, shop at Whole Foods, and searched for ‘Botox near me’ in the past 30 days”
Cost per lead: $23
Same ad. Better targeting. 73% Se7enuction in cost.
Action step: Spend 2 hours building your customer avatar. It’ll save you thousands in wasted ad spend.
Above the Fold = Above the Competition
“Above the fold” means what people see on your website without scrolling.
You have 5 seconds to pass the test: Can they understand what you do and why they should care?
What should be above the fold:
- Clear headline (your USP)
- Your offer
- One call-to-action button
- Trust signals (reviews, guarantees)
What should NOT be above the fold:
- Your company history
- Vague mission statements
- Generic stock photos
- Anything that doesn’t drive action
Keep It Simple, Stupid (KISS)
Every day, I see ads trying to sell:
- 3 different products
- 5 different offers
- 10 different benefits
Result? They sell nothing.
The rule: One message. One offer. One call to action.
“We offer HVAC repair, maintenance, installation, duct cleaning, air quality testing, smart thermostats, and 24/7 emergency service! Call now or book online or text us or email!”
“AC broken? We’ll fix it today. Call 801-555-1234.”
Simple wins.
Overwhelmed Yet? Good.
We’re only 11 lessons in. If you’re realizing your marketing is broken, we can help fix it.
Get Your Free Marketing AuditWe’ll review your ads, website, and social media—then give you a custom plan. No charge.
Part 3: What Actually Works in Video Marketing
Video is the most powerful marketing tool you have. It’s also the most misunderstood.
Here’s what we’ve learned running thousands of video campaigns:
Testimonials > Celebrity Endorsements
Real customers talking about real results will always beat a paid celebrity.
Why? Because they’re relatable.
Option A: Hire local influencer to promote practice ($2,000)
Option B: Film 3 patient testimonials on iPhone (free)
Winner: Patient testimonials drove 3X more bookings
Pro tip: The more “rough” and authentic the testimonial looks, the better it performs. Don’t over-produce these.
Problem-Solution Format Never Gets Old
This is the oldest formula in advertising, and it still works:
- Show the problem
- Agitate it (make them feel it)
- Present your solution
- Show the result
Important: You actually have to SOLVE the problem. Don’t bait-and-switch.
The consumer isn’t a moron. She’s your wife. (David Ogilvy said that, and it’s still true.)
Show, Don’t Tell
Saying “our service is fast” doesn’t work.
Showing a time-lapse of you completing the service in 2 hours? That works.
Examples that work:
- Before/after transformations
- Time-lapse of your process
- Screen recordings showing how it works
- Demonstrations vs. competitors
First 5 Seconds = Life or Death
On YouTube, viewers can skip after 5 seconds.
On Facebook/Instagram, they’re scrolling past you in 2 seconds.
Your first line must stop them cold.
“Hi, I’m John from ABC Plumbing…”
“This St. George homeowner’s water bill was $847 last month. Here’s why…”
Lead with curiosity, shock, or a bold promise.
Shorter Isn’t Always Better
Everyone says “keep videos under 30 seconds.”
That’s wrong.
The right length is: as long as it needs to be to make the sale.
We’ve had 15-second ads flop and 3-minute ads crush it.
The rule: If you can say it in 10 words, don’t use 20. But don’t cut important information just to hit an arbitrary time limit.
YouTube-specific tip: Make your videos longer than 30 seconds. Why? After 30 seconds, YouTube lets viewers skip—giving you FREE branding impressions before they skip.
Authentic iPhone Videos > Expensive Productions
A business owner talking into their iPhone often outperforms a $5,000 production. Why? People trust authenticity over polish.
Background Music: Less Is More
Music can be distracting. If you use it, keep it quiet. They want to hear your message, not your Spotify playlist.
Simple Script = Better Results
The formula that works: Who you are + What you offer + Why it matters + How to get it. That’s it.
Make It Stick
Consumers see 100,000+ commercials per year. Create something memorable. “15 minutes could save you 15%…”—see what I mean?
Animation Has Its Place
Animation works for explaining complex concepts. But it’s hard to build emotional connection with cartoons. Use strategically.
Test, Then Test Again
Your first version will probably fail. Create alternate beginnings and endings. Test them. YouTube makes this easy. Use it.
Facts > Emotions (In Short Videos)
Hard truth: You don’t have time to build emotional connection in 60 seconds. Lead with facts and benefits instead.
Chasing Viral Is a Waste
Viral videos rarely produce sales. A video that gets 500 views and generates 10 customers beats a viral video with 100K views and zero sales. Focus on ROI, not vanity metrics.
Part 5: Advanced Tactics — Separate Yourself From Amateurs
Polarize or Die in Mediocrity
Neutrality is safe.
It’s also invisible.
Polarizing messages attract raving fans. They also attract haters. That’s the point.
Money is rarely made by staying neutral.
I called out industry BS. I used strong language. I made bold claims.
Some people will love it. Some will hate it. Very few will be neutral.
That’s intentional.
The question: What position can you take that 50% will agree with strongly and 50% will disagree with strongly?
That’s your polarizing message.
Always Use Captions on Social Videos
If your video requires sound to understand it, 85% of people will scroll past.
Solution: Add captions to every video. Facebook and Instagram make this automatic now. Use it.
Bonus: Add captions to your images too. A simple line under an image increases engagement by 20-30%.
One Strong Image > Multiple Weak Images
Collages and multi-image posts perform poorly.
One “hero shot” that demands attention beats 5 mediocre images every time.
The rule: Your image stops the scroll. Your copy makes them take action.
Test multiple images before scaling any campaign. What YOU think looks good and what CONVERTS are often different.
Don’t Quit Too Soon
This is the most important lesson.
Most great marketing campaigns are abandoned too soon.
Why? Because businesses expect immediate results.
The reality: Consumers need 20+ touches before they buy.
20 touches.
If you give up after 3, you wasted your money.
The St. George Business Reality:
Your potential customer sees your ad. They’re interested. But they’re busy. They don’t call.
They see your ad again a week later. Still busy.
Third time. Fourth time. Fifth time.
On the 6th exposure, their AC breaks. NOW they call.
If you quit after 3 exposures, your competitor gets the call.
How long should you run a campaign?
Minimum: 90 days
Better: 6 months
Best: Until it stops working
Rinse. Repeat. Optimize. Scale.
What to Do With All This
You just read 38 lessons we learned spending $1.1 million on ads for St. George businesses.
If you implement even 10 of these, you’ll see results.
If you implement all 38, you’ll dominate your market.
But here’s the reality:
Most people will read this, think “that’s interesting,” and do nothing.
A few will try one or two things and give up when they don’t see instant results.
A very small percentage will actually implement this systematically and see massive growth.
Which one are you?
Three Paths Forward:
Path 1: Do It Yourself
Take these 38 lessons and implement them one by one. Start with #1 (clear message). Test everything. Be patient. It’ll take 6-12 months but you’ll learn a lot.
Path 2: Hybrid Approach
Implement the basics yourself (#1-11). Hire help for execution (#12-38). This is the most cost-effective path for most small businesses.
Path 3: Let Us Handle It
At Se7en, we implement all 38 of these for St. George businesses using our $7/Day Ad System. We handle strategy, execution, testing, and optimization. You focus on serving customers.
Want Us to Implement This For You?
We’re currently accepting 3 new clients this month for our complete marketing system.
What you get:
- Complete audit of your current marketing (what’s broken, what’s working)
- Custom strategy based on these 38 lessons
- Ad creation, management, and optimization
- Monthly reporting with actual ROI numbers
- Direct access to our team (no automated responses)
Or call/text: 801-592-1026
Part 4: Social Media Ads & Print — What Actually Drives Sales
Headlines Decide Everything
If your headline sucks, nothing else matters.
The fix: Create 10 headline variations. Test them. Pick the winner. Scale it.
Facebook and Google make this stupidly easy. Yet most businesses run one headline and wonder why it doesn’t work.
Promise a Benefit or Don’t Bother
“Quality HVAC Services in St. George”
“Cut Your AC Bills by 40% This Summer”
Tell them what they GET, not what you DO.
Power Words Still Work
Certain words grab attention:
Use them strategically, not desperately.
Confusing Headlines Kill Sales
If someone has to read your headline twice to understand it, you’ve already lost them.
The test: Show your headline to someone outside your industry. If they don’t immediately get it, rewrite it.
Longer Headlines Sell More
David Ogilvy tested headline length with a major department store. Here’s what won:
“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”
Why it worked: Specific. Surprising. Paints a picture.
Short and punchy works for billboards. Online? Give them details.
If Local, BE Local
When running ads in St. George, say “St. George” in your headline.
It’s that simple.
Headline A: “Fix Your AC Fast”
Cost per lead: $47
Headline B: “Fix Your St. George AC Fast”
Cost per lead: $22
Same ad. 53% cheaper by adding two words.
Speak to Their Pain
If you built your avatar right (Lesson #9), you know their problem.
Put that problem in your headline.
“Knee Pain Treatment Available”
“TiSe7en of Knee Pain Ruining Your Hikes? We Can Fix It. 40% Off for New Patients This Week Only.”
Notice: Problem + Solution + Offer + Urgency. All in one headline.
Long Copy Still Works
Everyone says “nobody reads long copy.”
Wrong.
People don’t read BORING copy. Length has nothing to do with it.
The truth: The biggest drop-off happens in the first 50 words. After that, engaged readers keep reading.
(You’re reading this 4,500-word article right now, proving my point.)
The longer they read, the more likely they are to buy.
Stories Sell Better Than Facts
Every human decision is influenced by emotion.
Stories trigger emotion. Facts don’t.
“Our dental practice has 4.8 stars and offers comprehensive services.”
“Sarah hadn’t smiled in photos for 3 years. She was embarrassed by her teeth. Last month, she came to us for a consultation. Today, she can’t stop smiling. Here’s her story…”
Which one makes you want to learn more?
Before & After Pictures Are Magic
Before/after ads are some of the most effective formats we’ve ever run.
They show visual proof. They tell a story in one image.
Industries where this crushes: