Thank you for having the call!!! Happy to join and learn!

See you then!

I’m about to launch a campaign as a one off favor to a client for a Window Washing company. The offer is going to be a package deal at half the normal cost and the company will come out 4 times a year (1x a season) and wash windows and prep for the specific season. IE: in fall/winter transition they clean your windows and clean your gutters. In winter/spring they clean your windows and reseal before the rains come so moisture doesn’t get in…you get it. The problem is, how do I fit ALL that into and ad that will disrupt the scroll so I can get all of that across. It’s a great offer but what to say to get attention in 1 second. I don’t do many client acquisition ads so I’m a little wishy washy on approach.

@Thomas Murray perfect! This is what I was leaning towards.

@Marlee Anderson I am in a VERY niche industry. I do lead gen for Franchisors looking for potential franchisees :-) Most of the brands I work with have a $500k min start up requirements so we source high net worth leads.

@Marlee Anderson this is exactly why I joined. What used to work and all agencies in my space still today do, is a single generic static ad that we barely touched. A lot of agencies in my space are struggling now because Meta’s creative standards have changed, and they’re still running old playbooks. Lead quality has dropped significantly across the board in franchising. A few months ago, I made the decision to throw out everything I thought I knew and approach this like I was brand new and had never run and ad. I rebuilt my strategy from YouTube rabbit holes I went down (how I found this group) based on how the platform actually behaves today and over the last three months, results have dramatically improved. Clients are seeing strong performance again, and inbound demand for my services has grown so quickly that one of my clients is now investing so I can build a team and scale because he even sees this approach as string and no one is doing. To answer your question, I’ll break this into two parts: 1. What used to be standard (and what was working before 2025) 2. What I’m doing now that’s working What is standard in my space: Most agencies, myself included, would launch one static ad using a paid lookalike audience and let it run for 30 days. If it performed, we left it alone. If it didn’t, we tweaked targeting and waited another 30 days. If it still struggled, we might change the creative and repeat the cycle. Everything drove to an instant form, and landing pages were often discouraged. You can see how slow and reactive that model is. What I’m doing now: - Building custom quiz funnels instead of relying only on instant forms - Launching with multiple creatives from day one: 3 static ads, 1 carousel static ad, 1 carousel video ad, AI actor video ads (~60 seconds) featuring multiple genders and ethnicities - If a client has defined buyer personas, I create variations tailored to each one - Running broad targeting inside a single campaign initially to let Meta optimize - Identifying clear winners in the first few weeks - Moving winners into a dedicated scaling campaign - Running a separate testing campaign - Adding 2–3 new test ads every Monday and reviewing performance the following Monday