Don't insist on "drive time." It isn't necessarily the best for your goals.

Don't try to get results from a couple hundred dollars. Get several businesses at that amount, and pool resources for a strong campaign.

Don't list more than three community businesses in any one ad. (There's a reason we write grocery lists- keeping the # of businesses mentioned in the ad down to three prevents your ad from droning on and on).

DO listen to suggestions for your ad from your rep.