Episode Summary: Ads for Products vs. Services: How They Differ
In Episode #67 of the Win with Paid Ads with Ashley Brock podcast, host Ashley Brock delves into the nuanced differences between advertising strategies for product-based businesses versus service-based businesses. Drawing from her extensive experience and sharing real client success stories, Ashley provides actionable insights to help entrepreneurs optimize their paid advertising efforts.
Introduction to Advertising for Products vs. Services
Ashley begins by addressing a common question among her listeners: "Should I advertise my product differently than a service-based business advertises their product or service?" This question is pivotal as it touches on ensuring that advertising dollars are spent effectively to maximize performance.
Ashley Brock [02:15]: “Are you doing the right thing for your business to make sure that your ads are performing well. And I respect that so much.”
Client Success Stories: Demonstrating Effective Strategies
Wolf and Wean: A Product-Based Success
Ashley shares the success story of Megan, the owner of Wolf and Wean, a company specializing in products for wiener dogs. Megan joined Ashley's advertising program in November, and by the end of January, she saw remarkable growth:
- Revenue: January 2025 revenue was 50% of her entire 2024 annual revenue.
- Email List: Doubled from 4,000 to over 7,000 in eight weeks.
- Facebook Followers: Surpassed 11,000, adding over 3,000 new followers.
Ashley Brock [15:30]: “It's not like the method doesn't work because it's me. The method works because it is a method.”
Homebound Apparel: Scaling with Confidence
Another notable client, Lauren Bagmeat of Homebound Apparel, achieved a 36:1 return on her Black Friday ads. Ashley highlights how Lauren successfully opened a second store location, mirroring the revenue of her first store within the first month, thanks to strategic advertising.
Ashley Brock [25:45]: “She knew there was opportunity and she didn't have to wait to move on to it because of how well her ads are performing.”
Kiss this Makeup: Turning Around a Decline
Ashley recounts the journey of J. Marie, CEO of Kiss this Makeup, who faced a business downturn before joining her ads training program. Through focused advertising:
- Revenue: More than doubled since their last conversation.
- Growth: Booked out through March 2026, leading to rehiring and business expansion.
Ashley Brock [34:20]: “You can't afford not to. Your business can't grow if no one knows about it.”
Key Differences Between Advertising Products and Services
Conversion Rates and Purchase Behavior
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Products: Tend to convert quicker due to lower price points and lower perceived risk. Consumers can make impulsive purchases, especially when there's a refund option or guarantee.
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Services: Often require more trust and a longer sales cycle. High-ticket services necessitate a more personalized approach with multiple touchpoints.
Ashley Brock [18:50]: “Services like I mentioned earlier typically do require a little bit more trust, especially a high ticket service because the sales cycle is a little bit longer.”
Ad Copy and Messaging
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Product-Based Businesses: Ad copy often includes direct calls-to-action like "Shop Now" or "Buy Now". Messaging needs to be clear and differentiate the product from competitors.
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Service-Based Businesses: Utilize calls-to-action such as "Book Now," "Download Now," or "Learn More," emphasizing trust and the value of the service.
Ashley Brock [22:10]: “In your ad copy the difference for a product based business might be shop now or buy now versus a service might be book now, download now, learn more, get started.”
Common Strategies: Building Awareness and Trust
Regardless of whether the business is product-based or service-based, certain core strategies remain consistent:
- Creating Awareness: Ensuring new audiences discover the business daily through paid advertising.
- Nurturing Leads: Guiding potential customers through the consideration phase with consistent messaging.
- Conversion: Persuading the audience to make a purchase or engage the service.
Ashley emphasizes the importance of third-party validation and trust in both models. Testimonials, reviews, and referrals play a crucial role in establishing credibility and encouraging conversions.
Ashley Brock [28:40]: “The best thing that you can do is have referrals. And so with a service based business there's typically more of those steps in that journey.”
Analogies to Clarify Advertising Strategies
To illustrate the similarities and differences between advertising products and services, Ashley uses a coffee-making analogy:
- Both require core elements (coffee maker, beans) but differ in the additional ingredients and preparation methods (flavors, grind size).
- Similarly, advertising for products and services requires foundational strategies with unique tweaks to cater to their specific needs.
Ashley Brock [37:00]: “Let's think about a coffee machine... the core strategy of getting new people to find you every single day and having you be the one that is most easiest to find, but that is also most top of mind, that is the goal.”
Conclusion: Unified Approach with Tailored Execution
Ashley concludes by reinforcing that while the overarching strategy of bringing in new customers, building trust, and converting leads remains the same for both product and service-based businesses, the execution must be tailored to fit the specific nature of the offerings. She encourages listeners to join the Win with Paid Ads challenge for a deeper dive into her advertising framework.
Ashley Brock [40:15]: “No matter what you're selling, whether it is a product or a service, that at the end of the day, you are selling a solution.”
Key Takeaways
- Understand Your Audience: Tailor your advertising strategies based on whether you're selling a product or a service.
- Build Trust: Utilize testimonials and third-party validations to enhance credibility.
- Customize Your Messaging: Different calls-to-action and messaging styles are essential for product vs. service-based ads.
- Consistency is Key: Maintain a steady flow of new leads and nurture them through the sales funnel.
- Leverage Proven Methods: Adopt strategies that have been tested and refined through real client successes.
By mastering these strategies, entrepreneurs and business owners can effectively leverage paid advertising to accelerate their growth and achieve their business goals more efficiently.