OK you guys, I need a brain jump start.

I'm helping a local wedding shop market their business online. I have set things up so that I only get paid for results, and not some retainer fee for my labour.

The problem I am facing, is standing out from the other local competition on Google ads and Google's organic business listings.

I'm not sure whether this is a copywriting issue, or a general marketing question. I suspect it's a copywriting issue as there is an element of writing the ad copy and developing an angle.

The obvious answer is... "find out what the client does differently or what their USP is, and use that..."

The problem is, the client really has the same selling points as the competition... really.

They've been established roughly the same amount of time, the offer the same services, the same turnaround times, the same prices (give or take) and the same level of experience (relatively speaking)

What would you do to make their business stand out?

Thanks in advance,

Nick