The Genius Facebook Ads Strategy He Used For Nike: Dennis Yu

Setting the Stage: Big Brands vs. Local Businesses

When you think about major names like Nike, Adidas, or Starbucks, you picture polished, world-class advertising campaigns backed by deep pockets. Dennis illustrated that while these giants deploy multi-million dollar campaigns with high-caliber creatives, local business owners don’t need—or even expect—that level of production.

For a pest control company in Portland or a neighborhood plumbing service, authenticity matters more than expensive video production. Instead of trying to mimic big-budget campaigns, local businesses should focus on celebrating their everyday work. Show your technicians in action, share how you tackle a bug problem, or even talk about local weather as you drive by Mount Hood. These relatable, authentic moments are the backbone of a successful digital strategy for local businesses.

Mastering Facebook Ads with Authentic Content

The Importance of Organic Success First

One of Dennis’s key points is that Facebook advertising isn’t about launching a high-production “Mad Men” type campaign. It all starts with what works organically. Look at your Facebook posts: Which ones naturally spark engagement? When you see a post that receives a spike in likes, shares, or comments (the 10% rule, as Dennis calls it), that’s pure gold.

Instead of forcing fancy ads, build on your everyday successes. Boost that organic content that already resonates with your audience. If a simple “day in the life” video of your technician is getting traction, amplify it with a small ad budget instead of trying to reinvent the wheel.

Understanding the 10% Rule and the Funnel Approach

It’s simple: if one in every ten of your followers is engaging—liking, commenting, or sharing—you’re onto something. That’s your cue to turn that great content into an ad.

Remember, effective advertising is about nurturing relationships and guiding prospects through three key stages:

• Awareness: Let people know who you are and what you stand for.

• Consideration: Engage with your community by sharing relatable stories that show you care about local issues.

• Conversion: When the moment is right—like when someone has a pest problem—make it easy for them to call you.

By building this natural progression, Facebook’s algorithm can help you lower your cost per call and extend your reach within your community.

Integrating the Data: Measuring Success Beyond Likes

Auditing Your Facebook Ads for Real ROI

A common pitfall I see is businesses not connecting their Facebook ad data with what truly matters: real customer interactions. How many calls longer than 60 seconds are you getting? That metric is a simple, yet powerful, indicator of your ad’s effectiveness.

The process is straightforward:

1. Set up proper call tracking. Use tools like call rail integration or service Titan to capture incoming calls from your ads.

2. Connect the dots with your CRM. Bring your customer data together using a conversion API. Once you see which Facebook engagements convert into calls—and eventually, customers—you can optimize your campaigns for better ROI.

This “digital plumbing” ensures every dollar you spend is accountable and tied directly to your bottom line.

The Symbiotic Relationship Between Facebook & Google Ads

Why the Basics Trump Fancy Tricks

Dennis compared the world of Facebook ads with Google’s ecosystem. At first glance, they may seem like separate beasts, but fundamentally both platforms reward quality content and meaningful engagement.

• Quality Score Matters: Both systems evaluate your ad’s quality—Facebook through its relevance score and Google via its quality score. Simply put, if your content fails to engage, no amount of budget will make up for it.

• Content is King: Whether you’re running a Facebook campaign or a Google ad, the strategy is the same: produce authentic, high-quality content that reflects your business’s true value.

For local service businesses, this means the focus should be on creating and amplifying content that has proven to work organically, and letting the platforms do the heavy lifting of distribution.

The Role of YouTube: A Hybrid Platform for Local Brands

Repurposing Content Effectively

YouTube occupies a unique space—it’s both a search engine and a social platform. Dennis pointed out that while the initial burst of views on a video might seem like a social media win, the lasting power of YouTube comes from its ability to rank over time.

For example, a local pest control company can repurpose the same content they use on Facebook or Instagram into longer-form YouTube videos. These videos can provide tutorials, behind-the-scenes looks at your work, or personal stories about why you do what you do. Even if you only have a handful of videos, they’ll continue to bring in traffic as they age—building your credibility and driving long-term engagement.

Practical Tips for Your YouTube Strategy

• Keep it Repurposable: Use the same video for multiple platforms. Trim it into shorts for TikTok, or adjust the format for Instagram stories.

• Focus on Rich Content: Embed your videos into blog posts and your website. Repurposing multi-modal content (video, text, images) can trigger additional search features like knowledge panels and featured snippets.

• Stay Authentic: Remember, you’re not trying to be an influencer with millions of followers—your goal is to attract local customers and make the phone ring.

SEO and Digital Marketing: Amplifying What You Already Do

SEO Is Not About Gaming the System

At its core, SEO is simply a reflection of the quality of your business. It’s not about tricking Google; it’s about making sure that when someone searches for “pest control in [your city],” they see a business that’s already doing great work.

• Real Reviews Matter: Don’t get sidetracked by quick fixes to remove negative reviews. Authenticity wins in the long run.

• Focus on the Basics: Optimize your website, accelerate your page load time, and encourage genuine reviews. Remember, SEO amplifies what you already do well.

• Integrate Your Data: Just like with Facebook ads, tie your customer data and call tracking to your analytics to see a full picture of your digital performance.

Avoiding Shortcuts

Too many “experts” out there promise magic shortcuts to top the rankings. Dennis and I both agree—it’s never about outrunning the competition with tricks. Instead, invest in quality content that reflects your genuine work ethic and customer service. Doing good work and being a good person always pays off.

Final Thoughts: Do Good Work, Be Authentic, and Let Your Results Shine

If there’s one key takeaway from my conversation with Dennis, it’s that authenticity is the cornerstone of successful digital marketing for local businesses. Whether it’s Facebook, Google, or YouTube, these platforms reward content that engages, resonates, and builds trust.

• Build your brand around your genuine success. Share the real stories behind your business.

• Invest in systems that track what really matters—customer calls and conversions.

• Focus on quality over trickery. Let your hard work be amplified organically across multiple channels.

At the end of the day, if your business is solid, and you’re doing a great job in the real world, the digital side will follow. So, if you have stellar reviews, a solid customer base, and you genuinely care about your community, then your online marketing will shine. And if you’re not getting the results you deserve? That’s when you might need a seasoned professional (like me) to help fine-tune the process.

I’m here to help you cut through the clutter and connect authentically with your community. Drop a comment below if you have any questions or insights to share. And if you’d like a free audit of your digital marketing efforts—be it your website, your Facebook ads, or your overall SEO strategy—click through to book a call. Let’s ensure you’re making the most of your potential.

Until next time, keep doing good work, stay authentic, and let’s make those phones ring!

P.S. Check out the full episode here: