Creative · United States
Ad creative for Facebook and Instagram
On Meta, the creative is the targeting now. The businesses winning on Facebook and Instagram are not the ones with the best audiences. They are the ones testing the most good ideas.
Most agencies ship three or four ads a month, run them until they die, and blame the algorithm. Meanwhile the system is starving. It finds buyers by learning who responds to which creative, and with three ads it has almost nothing to learn from.
We produce creative in batches of dozens. Each ad tests one idea, a single pain or a single angle, so when it wins you know why it won and can build the next ten on top of it. On one account we ran 199 ads. A handful carried most of the leads, and without the other 190-odd we would never have found them.
Every batch starts from what buyers actually say. Enquiry forms, call recordings, reviews and sales conversations, mined for the exact words people use. Specific beats clever. An ad that names the suburb, the price and what is included will beat a polished brand ad nearly every time in local services.
You approve everything. Each batch lands on a review board where you keep or cut every creative before anything is uploaded. Only what you keep goes live, and it goes up paused until you say go.
What the work includes
Static ads by the dozen
Typography-led formats, native styles, versus, checklists and myth busters, each testing one idea.
Video scripts and hooks
Short scripts with multiple hooks per concept, written for your crew to film on a phone or for actors.
UGC briefs
Briefs for creators and actors that sound like a customer talking, not a commercial.
Buyer research
The pains, questions and words your buyers use, pulled from real enquiries and calls rather than guessed.
Review board
Every creative shown to you before launch. Keep or cut with one click. Nothing unapproved ever runs.
Naming that tells a story
Every ad named by buyer, format and angle, so reporting shows which idea produced each lead.
Questions
How many new ads should I test each month?
More than most businesses think. Meta performs best with a steady flow of new creative, because each new ad is a fresh chance to find buyers. We work in batches of dozens and cut losers quickly, so the testing volume does not mean wasted spend.
Do I need professional video for Facebook ads?
No. Phone-shot video that looks native to the feed often beats polished production, especially in home services where authenticity matters. We write the scripts and hooks so your crew knows exactly what to film.
What kind of ad creative works best for home services?
Specific creative. Ads that name a real problem, a real place and a real offer beat generic brand ads. Bold statement statics, native-style messages, before and after, and short talking videos from someone who does the work are all strong starting formats.
Keep reading
Paid social
Facebook and Instagram ads
Most home service accounts on Meta are not failing because of targeting. They are failing because they optimize for the wrong event, run three tired ads for six months, and never tell Meta which leads turned into jobs.
Paid search
Google Ads
Someone searching "emergency plumber near me" at 11pm is not browsing. Google Ads is where you catch demand that already exists, and where a sloppy account burns money fastest.
Find out where your ad budget is leaking.
On a strategy call we open your ad accounts with you and show you exactly what the algorithm is being paid to find, what it should be finding, and the fixes worth more than any new ad. You keep the findings either way.
Book a strategy call