Marketing Advice
Why signage companies shouldn’t ignore paid advertising in 2025
Sometimes you have to spend money to make money, but it pays to invest wisely. Paying for advertising is still an effective way to reach new customers, and with so many more options with social media and the likes, it is easier than ever to reach your target audience, as Colin Sinclair McDermott, The Online Print Coach, explains:
L
et’s be honest, word-of- mouth and referrals are great, but they’re not
predictable. If you’re serious about growing your signage business, you need a strategy that brings in a steady stream of enquiries, not just the odd quote request from someone who ‘found you on Google.’ That’s where paid advertising comes in. Done right, paid ads let you buy
attention from your ideal customers and turn it into business, quickly, consistently, and with measurable ROI. Whether you’re targeting event planners, retail fit- out firms, or schools and colleges, paid media gives you control over who sees your brand and when.
The real reason paid ads work for signage companies Most of your prospects are already scrolling. They’re on Instagram looking for inspiration, on Google searching for ‘shop signage near me,’ or watching YouTube videos about exhibition stand designs. Paid ads put you into that feed, right when it matters. Here’s what that means for your
signage business: • You can show off real jobs, not just mock-ups.
• You can generate leads for fit- outs, exhibitions, or safety signage campaigns.
• You can retarget visitors who looked but didn’t enquire.
The beauty of it? It works for every
stage of the customer journey, from first touch to follow-up.
Don’t sell too soon—build a journey A common mistake I see print and signage businesses make is running one single ad and asking for a quote or an order – that’s like proposing marriage on the first date.
www.signupdate.co.uk Instead, build a funnel:
1. Awareness – Show off your best work to new audiences.
2. Engagement – Share tips, FAQs, or customer stories.
3. Conversion – Offer sample packs, consultations, or downloadable planning checklists.
Think ‘relationship first, sale second.’ Because when you’ve earned attention and trust, the conversion becomes a no-brainer.
Three campaigns every sign company needs If you’re just getting started, focus on these three:
• Awareness ads – Highlight niche services like ‘window graphics for estate agents’ or ‘illuminated signs for salons.’
• Retargeting ads – Keep following up with website visitors. These often give you the best bang for your buck.
• Lead magnet or offer ads – Provide something useful, like a signage planner PDF or a free quote within 24 hours.
Match your platform to your audience Don’t pick platforms because they’re trendy. Choose them because your customers use them:
• Google search – Great for high-intent leads (‘signage installer near me’).
• Facebook/Instagram – Visual storytelling for product launches or event signage.
• LinkedIn – Perfect for targeting procurement teams or facilities managers.
Wherever they are, speak their language. Use real photos, simple copy, and offers
that actually solve a problem, not just ‘10% off.’
What makes ads actually work? There are three pillars that must align:
1. The offer – A reason to engage. It could be a free consultation or a trade show checklist.
2. The audience – Be specific: new restaurants, school business managers, construction firms.
3. The creative – Show real work, not stock photos. Use video if you can. Be clear, be helpful, and don’t overcomplicate it.
Start with one platform and one campaign. Set a small daily budget—£5 to £10 is enough to get going, and track what happens. If it works, scale it. If not, tweak it and test again.
Paid ads don’t stop at the sale Want to turn one job into three? Use ads after the sale to:
• Say thank you with a video from your team.
• Ask for a review or testimonial.
• Offer a referral reward or a discount on their next job.
This builds long-term loyalty and word-of- mouth, supercharged by smart retargeting. Paid ads aren’t a magic bullet, but they
are one of the most powerful, scalable tools signage companies can use right now. With the right offer, audience, and creative, you can turn scrolls into clicks and clicks into orders.
July/August 2025 | 35 |
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