Start local. Check for the strengths you have in your local area. For example, where I live, there are constantly some grants for "digitalization of the industry". In my case, I used to help the companies to get this grants, and use this grants to build their sites much more cheap than paying me straightly. So for example, if I was willing to charge $2K for the site, with the grant they would be paying just $1K.
By targeting the right way, you can put this on the ad copy so it can draw the attention (for example if the grant is in certain locality, you can put the locality name in the image copy when doing the segmentation). This works both for FB ads and any other big data alternative with geo segmentation, like Native and Google Ads.
If there aren't grants in your area, just think on something unique to your area, that may catch the local attention.