What strong creative has
- Call to actionOne clear next step
- OfferA reason to act now
- ProofReal work, reviews or results
- HookA first frame that stops the scroll
Real beats polished
Phone videos of real jobs often beat stock photos and studio shoots. People trust what looks like the business they will deal with. Show your team, the before and after or a customer saying what changed.
Make it for phones
- Use vertical or square formats that fill the screen.
- Put the key message in the first three seconds.
- Add captions, since many people watch muted.
- Keep text on images short and easy to read.
Give the system options
Meta can test several images, videos and texts in one ad set. Give it three to five different angles, not five versions of the same idea. Change the angle, like price, speed, proof or result, to learn what moves people.
Our rule. Even great creative wears out as the same people see it again. Track click-through rate and cost per lead by ad. When both slide, swap in new creative rather than raising the budget.
Good example. A pressure washing company posts 10-second before-and-after clips of local driveways with "Book a Spring Wash." Each clip runs about a month.
Bad example. A company runs a stock photo of a smiling family with a paragraph about its values. Nobody stops to read it.
Read what ad frequency is. Our Facebook and Instagram ads management plans new creative every month.