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Samples · Creative briefs and example ads

How I brief the creative.

Sample creatives, example video briefs and a test batch. These show how I think about an ad before it runs. Results live in the case files.

Static concepts

Four static concepts US roofing

Four static concepts for roofing accounts, including sample creatives made to show an idea. I don't put a number on any single image here. What I show is the strategy: why each one earns attention, and what I'd test next to learn from it.

Before and after: on top, a roof mid job, half covered in underlayment with vent pipes exposed and a bucket and tool left on it; below, the same roof finished with new dark shingles under a blue sky

Static · Before and after · Proof

Before and after, nothing else

Why it works

Proof before promise. A finished job is the strongest claim a contractor can make, and this one needs no words to make it.
The contrast is the hook. A half wrapped roof on top, clean new shingles below. The eye can't help comparing the two halves, and that comparison is the scroll stop.
It shows the job mid way. Underlayment half laid, vent pipes exposed, a bucket and a tool left on the roof. Stock photos never show the messy middle, so this reads as a real job, not a catalog shot.
The labels do the explaining. BEFORE and AFTER read in one glance on a phone, so the ad needs no copy on the image.

What I'd test next

the same before and after with an owner selfie as a third panel. In Client A, the owner selfie static drew one of the higher click through rates (4.41% CTR, Jul 16 to Sep 29), so a face could lift clicks on proven proof.

Illustrated ad: Repair only starting at $500, circled in red with arrows, That's $14,500 saved, with a friendly cartoon contractor holding a clipboard

Static · Illustration · Repair angle

The $500 repair, framed as money saved

Why it works

It frames the price as a saving. "That's $14,500 saved" turns a small price into a big win the reader gets to keep.
One number owns the frame. The circled $500 and the arrows decide where the eye lands first. Everything else supports it.
It speaks to a different buyer. This targets problem aware homeowners who dread a full replacement quote, so the ask feels small. The same repair angle brought the cheapest early leads in its account (Project 05).
Friendly beats salesy. In a feed of roof photos, a smiling illustrated contractor stops the scroll and softens a price led ad.

What I'd test next

the same $500 hook on a real repair photo, to learn whether the offer or the illustration is doing the work. Guardrail: the inspection decides repair or replace, so the ad never promises every roof only needs a repair.

Sample creative

Sample creative · Pattern interrupt · Emotion

A child's chalk drawing of home

Why it should work

It sells what a roof protects. A child drawing their house means family and safety. The ad is about home, not shingles.
Nobody expects it. Sidewalk chalk is the last thing people expect from a roofing ad, and that surprise is what stops the thumb.
The question does the selling. "A brand-new roof for under $10K?" opens the same curiosity loop as the proven price question ads.
It answers the objection early. "Premium roof. Fair price." handles "cheap means bad" before the reader thinks it.

What I'd test next

this visual on top of the proven owner "How?" copy. Keeping the copy fixed isolates the image.

An Instagram style post from a roofing account: a smiling roofer takes a selfie and points at a newly installed skylight, with a yellow arrow on it, a crew member working behind him, 1,258 likes and the caption Another skylight installed

Sample creative

Sample creative · Native post · Social proof

A post, not an ad

This is a reusable template. "yourusername" is a placeholder. When a client runs it, their real page name, profile photo, likes and comments go in, so it posts as their own.

Why it should work

It borrows organic trust. Profile name, likes, caption, hashtags and "2 hours ago" make it read as a post from a local business, not an ad.
The eye follows the hand. The roofer points, and the yellow arrow lands on the skylight, so the eye goes face first, then product.
Social proof is built in. Likes and comments tell a homeowner that other people already trust this crew.
It sells without selling. No price and no hard ask, just a finished job. That suits warm retargeting audiences who already know the name.

What I'd test next

the same post with one soft ask in the caption, "Get a free roof inspection", to see if leads rise without losing the native feel. Guardrail: the like and comment counts have to match the real post, or it becomes fake proof.

Video briefs

One offer, three video scripts Example ads

These are example ads I helped write the creative briefs for. They're here to show how I brief a video, not to show results. All three sell the same offer: a new roof starting at $6,299, plus free gutters. Each brief has its own angle, hook and script. Only the story changes, so testing them side by side shows which story makes the price believable. Press play and the part of the brief that's playing lights up. Tap any part to jump there.

Video 1 · 1:03

Example ad · Video 1 · 1:03 · Price anchor and low overhead

Local price anchor and overhead contrast

Offer: New roof starting at $6,299, plus free gutters
Hook: POV pattern interrupt: a finger snap turns a stripped roof into a finished one, with the price on screen
Audience: Homeowners who need a roof and feel the big brands' quotes are inflated
Format: 9:16 vertical · 1:03 · voiceover over B-roll, word by word captions

Beat by beat

0:00 to 0:03Hook$6,299 for a roof, plus free gutters?
Visual: POV hand snaps its fingers over a stripped, damaged roof. The snap reveals a finished, brand new gray shingle roof.
0:03 to 0:15Objection and anchorI know what you're thinking: that sounds too good to be true. Let me tell you why it's not. Most people think roofs cost $15,000 or $20,000. That's what they've been told, that's what they see in quotes from the big roofing companies.
Visual: Drone shots pulling back over suburban neighborhoods, then roofers tearing off shingles.
0:15 to 0:28Value breakdownBut here's the thing: roofs don't actually cost that much. It depends on the size of your roof, how difficult the job is, and the materials you choose. There's a fair price for all of those factors. And then there's what the big roofing companies charge, which is 200% more than fair. I don't know how they sleep at night.
Visual: Fast B-roll: a wheelbarrow of old shingles, drone shots of new roofs, a nail gun securing shingles, hands counting $100 bills.
0:28 to 0:43Authority and trustHere's how I run my business: I'm a small company. I do amazing work, I don't cut corners, I don't use cheap materials, I only work with my own crews. But I also don't have massive overhead. I don't have a fancy office, I don't run TV commercials, I don't have billboards everywhere, I don't have a bloated marketing budget.
Visual: Crew resting on the roof, a roofer laying synthetic underlayment, tear off with a claw hammer, a sunset install, money dropped in a savings jar.
0:43 to 0:50Offer restatedBecause I keep my costs low, I can do something really awesome: I can install a gorgeous, beautiful roof starting at $6,299 and throw in free gutters.
Visual: High aerial view of a home mid job, zooming in to the finished roof, leaves clearing out of the gutters.
0:50 to 1:03Pitch and CTASame quality as the big guys, same materials, same craftsmanship, but thousands cheaper. You get peace of mind knowing your roof is done right, you get free gutters that protect your home, and you save thousands. Sound too good? Click for fair pricing and let's talk.
Visual: Aerial of a clean gray roof, close ups of cash, a roofer adjusting his harness, shingles nailed down tight.

Video 2 · 1:35

Example ad · Video 2 · 1:35 · Why quotes differ so much

Industry transparency and how contractors price

Offer: New roof starting at $6,299, plus free gutters
Hook: First person POV of a roofer hammering shingles, while the voiceover says the viewer's doubt out loud
Audience: Homeowners with wildly different roofing quotes who want honest pricing from a reliable local contractor
Format: 9:16 vertical · 1:35 · voiceover over B-roll, word by word captions

Beat by beat

0:00 to 0:05Hook and skepticismStarting at $6,299 for a roof, plus free gutters... seems pretty low. Aren't roofs like 15,000?
Visual: First person view of a roofer hammering nails into shingles over RhinoRoof underlayment.
0:05 to 0:24The pricing confusionYes, sometimes. They can also be well under 10,000. Here's the thing: if you get five different quotes, you're going to get five different prices. And it seems like it doesn't even make sense. Why is one guy thousands less? Why is another guy thousands more? Is there any rhyme or reason to this?
Visual: Roofer adjusting a harness, a nail gun fastening shingle rows, a crew pulling off old shingles, a snap to a finished gray roof, drone shots over suburbs.
0:24 to 0:58The contractor cycleI've been able to build a successful business thanks to one simple thing: honesty. So let's answer the original question: why do prices differ so wildly? For one, many roofing contractors are bad at managing their money. They get into a really bad cycle of undercharging to win jobs, then needing to use inferior materials, then running out of money to complete the job, so they try to overcharge on the next one thinking they can get one over on you. It's all over the place. Bad for their business because they don't think long term; bad for you because you get a bad roof by a company who is barely getting by.
Visual: Roofer stepping down onto the lawn, underlayment going on, aerial neighborhood footage, close up nailing, a crew tearing off damaged decking.
0:58 to 1:15Goldilocks positioningThe way I do it is completely different. We price things the same way each and every time. We aren't the cheapest: buy a cheap roof and one gust of wind, you're sleeping under the stars. And we aren't the most expensive. Overpay, and you're likely paying insanely high overhead, or maybe it's a guy who's trying to get margins that are simply unfair.
Visual: Top down aerial of a roof, a roofer slicing membrane, a crew tearing off shingles, a drone shot of a home mid build, underlayment rolled out at sunset.
1:15 to 1:35Solution and CTABut because we run our business responsibly, because we don't have the overhead of the huge bloated companies, we can do something really special. We can do the highest quality work with the best materials and charge fair prices. So that you're not only getting a fair price, but you're getting peace of mind knowing that your roof is built to actually protect your home. Click below and let's talk.
Visual: Aerial of a full crew on a house, a roofer on a ladder, a neighborhood skyline, a close up of a nail gun driving nails into shingles.

Video 3 · 0:26

Example ad · Video 3 · 0:26 · Local, family owned, short cut

The local, family owned advantage

Offer: New roof for $6,299, plus free gutters
Hook: The price straight away, over high action tear off footage
Audience: Cost conscious homeowners tired of inflated quotes, who would rather deal with a local business than a pushy sales team
Format: 9:16 vertical · 0:26 · voiceover over B-roll, word by word captions

Beat by beat

0:00 to 0:04Hook and offerMy roof at $6,299 for a roof, plus free gutters. How?
Visual: A roofer in a straw hat tearing off old shingles with a roofing shovel, then a second worker carrying a stack of new dark shingles across the roof.
0:04 to 0:11Value propositionIt's because of one simple thing: fair pricing and low overhead. There are contractors who charge pricing that makes no sense.
Visual: A worker carrying underlayment up a ladder, a roofer nailing it down, then a wide drone shot of a finished gray roof.
0:11 to 0:18The differentiatorWe are a local family-owned company. We don't have 10 salespeople and huge marketing expenses to cover.
Visual: A spokesperson in a black polo walking on a finished roof, then crews stripping a roof down to the plywood decking.
0:18 to 0:26Solution and CTASo we can do one thing: amazing work with best quality materials and still charge fair prices. So you can not only have peace of mind but also save money. Click the learn more button below and let's talk.
Visual: An aerial tracking shot of a big roof replacement, drone shots of large suburban homes, a close up of a nail gun fastening shingles.

Client work · briefs

Current role · Creative strategy · under NDA

One angle, three roofing markets

I run 25 US roofing and home improvement lead gen accounts on my own, about $70K a month in spend. In three of those accounts, the top ad came from the same creative angle, briefed for a different format each time.

Top ad per account · Meta Ads Manager · last 30 days (Aug 24 to Sep 22, 2026)
Client	Format	Lead type	Spend	Leads	CPL
A	Static image	Website	$1,297.77	35	$37.08
B	Collage image	Instant form	$711.59	16	$44.47
C	Video	Instant form	$2,138.54	47	$45.50

Lead types differ, so the CPLs aren't a like for like comparison. Client B's ad started Sep 9, so it covers about two weeks. Offers and client names are withheld under NDA.

The angle

Hook: say out loud the question the homeowner is already asking about the offer, framed as "How?"
Body: answer it with why it's possible: fair pricing, lower overhead, quality materials, no corners cut
Voice: owner led, a real person explaining, not a brand claim
CTA: Learn More

My 3M's read: the desire is a new roof without being overcharged or shortchanged. The audience is Solution Aware, already comparing roofers. Plain price claims are worn out in this category, so the ad adds a "how": lower overhead explains the price and removes the doubt.

The three creative briefs

Brief 1 · Static · Client A (General Offer Image 2)

Visual: one roof or crew photo, focused on the project, with the offer as large, easy to read text.

Angle: fair pricing, lower overhead, quality materials, no corners cut.

Brief 2 · Collage · Client B

Visual: a few clear roof and installation photos, with the offer as the main message.

Angle: the owner explains that a smaller, efficiently run company can price fairly without cutting corners.

Brief 3 · Video · Client C

Open: an owner style hook straight to camera.

Middle: roof and crew footage while the owner explains that price depends on roof size, difficulty and materials, then the quality standards.

End: the offer on screen and an invitation to learn more.

What I'd do next

Client A: frequency was 2.66 on a reach of 6,641 for the top ad, Aug 24 to Sep 22, 2026. That alone doesn't prove fatigue, so the next step is a test: a fresh visual on the same angle.
Client B: a handful of ads carry the results. Move budget toward the proven angle and cut ads that spend without leads.
All three: track which leads become booked inspections and sales, and judge each ad on cost per customer, not CPL alone.

Newer Client A data: from Jul 16 to Sep 29, 2026, Client A's 15 static ads brought 191 leads at $30.99 CPL from $5,919.68. The full breakdown is in the Client A case file.

See the ads: the case files for Client A, Client B and Client C hold the Ads Manager screenshots and each creative brief.

Sample brief

Creative sample · US roofing

One concept, six formats

How I brief a test batch for a roofing lead gen offer (full roof replacement plus free storm damage inspection) aimed at Problem Aware homeowners aged 40 to 65.

Roofing lead gen test batch
Format	The line or scene	Visual hook	Call to action	Placement
UGC	"Insurance covered almost the whole thing. I wish I'd called sooner."	Direct eye contact	Book your free inspection	Reels 9:16
Demo	Slow reveal from curling, storm damaged shingles to a finished new roof	Dramatic reveal	See if your roof qualifies	Feed 4:5
POV	"POV: it's storm season and you still haven't checked your roof for hail damage."	Before frame freeze	Get a free inspection this week	Reels 9:16
Listicle	"3 signs your roof needs replacing: curling shingles, granules in the gutter, daylight through the attic."	Close up texture	Check your roof in 60 seconds	Feed 1:1
Meme	"That neighbor who got a new roof after the storm vs. you, praying it holds one more winter."	Pattern interrupt	Don't wait for the next storm	Reels 9:16
Carousel	"Free storm damage inspection. Many claims are covered by insurance."	Product in context	Schedule now	Feed 1080×1080

Test first: POV or Demo. Problem Aware homeowners respond to recognition or a visual reveal before a price led static. The carousel is saved for retargeting people who already engaged.