Do Prospects Think You’re Different?

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Do you like competing on price?
Neither do I.

But when prospects can’t tell the difference between you and your competitors, price becomes the only thing left to compare. And in Google Ads, where every click costs real money, that’s a losing strategy.

When Everything Looks the Same, Prospects Act the Same

Clicks are expensive. If searchers click the top 3-4 ads before making a decision, you’re paying for every one of those comparisons.

The fix isn’t lowering your price. It’s standing out before they ever click.

When we started working with a home services company, their ads looked just like their competitors’. If you covered the company name, nobody could tell them apart.

So we began digging for a meaningful differentiator. Something that mattered to the people they wanted to attract.

Key person leader or speaker stands in the middle of a company or group of people

The Small Differentiator That Made a Big Impact

Their standout feature? A self-service scheduling system that:

  • Instantly confirmed if an address was in their service area
  • Provided a real-time estimate
  • Let prospects pick a day and time for the service

For busy customers who value convenience over hunting for the lowest price, this is gold.

So we built the ads and landing pages around that message.

Suddenly, they weren’t “just another home services company.” They were the easy, convenient option – the one that respected people’s time.

The result? A 30% drop in cost per conversion and more qualified leads from people who weren’t just price shopping.

Differentiation Works in Every Industry

We’re doing something similar for a client that helps nonprofits and developers secure New Market Tax Credits.

Most competitors only help with the NMTC portion of the funding. This client helps assemble the entire capital stack – all the financing needed to move a hospital, community center, or affordable housing project from plan to reality.

That’s a real point of difference. Once it’s reflected in their ads and landing pages, it won’t just attract more leads, it will attract better ones, already aligned with what they offer.

What About You?

If you want to improve your Google Ads performance, start with this question:

“What makes us meaningfully different… and does our advertising actually say so?”

When your uniqueness shows up in your ads and landing pages, you attract the right people, convert more of them, and waste far less money.

Want Help?

If you’re unsure what your differentiators are, or how to turn them into stronger, higher-converting campaigns, send us a message. We’re always happy to take a look and point you in the right direction.