I Tested 1,000+ Facebook Ads, These 3 Print For Home Service Businesses

0:00I've spent over $600,000 on Facebook ads in my own businesses, and I've also implemented my Facebook ad strategy into 700-plus home service and contracting businesses. Through doing that, I do not know if there is a more qualified person to tell you what types of video and still image ad creatives print money on Facebook ads for home service businesses in 2026 and beyond, because I have access to more of these than just about anybody else in the home service marketing space. And so today, I'm going to break down the three best types of ads that convert high-intent Facebook leads for home service businesses. I'm going to show

0:33you live examples of my own business and Home Service Accelerator customers' ads that are printing money. I'm going to break down the psychology of why these ads work, and then also show you how you can make all of these and implement them into your business this week. The first creative type is going to be the owner intro video. This is meant to be a brand builder and a lead generator in your local market as well. If you want to see how we set up the targeting settings and

0:54location stuff, that's in another video. But for this video, we are talking about just the creative. So this is how it works. It is you, the owner, on camera, selfie style or with your phone on a tripod from Amazon for $15. Ideally, in front of your branded truck, in front of your shop, in front of a customer's house while your crew is working, or bonus points, all three. And you're introducing yourself and essentially giving an elevator pitch to your local

1:17market for what your business does. That's it. It's short, it's sweet, but every word that comes out of your mouth needs to be calculated and accurate to the goal. So here's the details. This video is meant to be 30 to 60 seconds. And so this is the script we're seeing work in 2026 right now as I'm filming this. The first words out of your mouth, you call out the neighborhood you're advertising in or the city. The second thing you do is you introduce yourself and your business. The third thing you do is you talk about what you do and then why you're different. What you do

1:44is what your service is. Why you're different is different things that differentiate you in the marketplace compared to your competition. And then you finish the ad with a quick call to action. And so a great close and call to action after you explain yourself is, "So, if you have dirty windows and you don't want to bother getting up on a ladder or paying some Chuck in a Truck to do it for you, feel free to click the get quote now button to get started and we'll apply a so-and-so discount to your first clean." And then you can close out. And so again, the beauty of this

2:09structure is you can replicate the background you're filming it in over and over again. And so let's briefly put our true marketing hats on and explain why this works so well. And then I'll show you a live running version of this ad for one of our customers in Tucson. So, here's why it works so well. Human beings are hardwired to buy from people that they trust. And that starts with the subconscious mind building familiarity with you. So, when somebody in your market sees your face on Facebook ads over and over again and sees a brand attached to you and you look the part and you infiltrate the

2:41subconscious with the different things I talk about. And there's tact behind everything. The reason that we call out the local neighborhood first with the first words out of our mouth is to show them and their brand like, "Oh, this kid is in my market. This person is in my neighborhood." The reason we have you film in front of houses that look like someone in your market or in front of landmarks that look familiar to your market is we want them to stop thinking of you as an advertiser on the screen and seeing that you're their local neighbor. And the beauty of Facebook ads is it will show people these ads over

3:12and over and over again until they convert. That's what the frequency score is on your Facebook ads. And so you guys would be shocked at how many of your leads that you think convert the first time they see your ad, but they've actually probably been fed two or three or four different ads before they actually take action. And so this is

3:27called the exposure effect in marketing. This is like a very basic psychological principle. Like the best example is like, I don't know, Coca-Cola, right? It's like Coca-Cola's not just like running Facebook ads all day long anymore because Coca-Cola has so much branding exposure everywhere that you just associate soda with Coca-Cola because you've seen it a quadrillion times in your day-to-day life. It's every restaurant you go into. It's every sporting event you go into. It's every single possible thing you see in a gas station in the fridge. And so, what we try to do is get that exposure effect in a local market. And so, if you're trying

4:00to run Facebook ads to a 7 million person market and you're spending $50 a day, you will not get the exposure effect very well in people. But if you're running in just the richest areas only, in the richest cities only, and you start scaling spend, you start to get that exposure effect in a small area. And so, you combine that with the scripting we do on this ad, with the other creatives I'm going to talk to you about later, and you start seeing why your home service business starts acting like a legitimate marketing operation, and not just some Chuck in a Truck who's filming on an iPhone. And finally,

4:29obviously, you filming selfie style, showing your face, showing your brand, showing that you're in their neighborhood, is just humanizing. Like that's all it is. It's like if you live in Seattle and an ad comes on your Facebook and it says, "Hey, what's up, Philadelphia homeowners?" That doesn't stick with you at all. But if you're in Seattle and it's like, "What's up,

4:43Seattle and Queen Anne homeowners?" You're going to be like, "Oh, this guy's in my market." It's like basic. Don't overthink it. It's just very basic human behavior. So, now let's hop to a live example of this working in real time. And this campaign is printing money for Caden in Tucson. All right, so here's

4:56the running ad. The ad copy is fine. You've cleaned everything except your windows. Short and punchy. They still have water spots, smudges, and streaks that won't go away. We can fix that. Strong, goes straight into the value prop. BrightView Window Cleaning delivers a guaranteed clean back by our exclusive BrightView Rain-Block technology, designed to keep your

5:12windows spotless even after it rains. Classic Caden, great stuff. Book your first service now and get $100 off and a free Rain-Block treatment. Let's face it, life's too short to have dirty windows. This little punchy line at the end is something that we saw worked really well in videos. Like when you say it and in text copy, it's very punchy,

5:29it's very like humanizing and casual. Like it kind of breaks down that wall. But the most important part is let's watch the video itself. Hey Tucson, my name is Caden. I'm the owner of BrightView Window Cleaning. I started BrightView Window Cleaning because I realized nobody was having a good experience with their window cleaner. After a lot of hard work, we have more than 600 five-star reviews. We have five technicians and we're also the 2025 Readers' Choice Awards for best window cleaner in Tucson. We're super grateful for all of the Tucson homeowners that have supported us this last year. We're really excited to continue to grow and

6:02to serve more Tucson homeowners. So, if you have dirty windows, we'd love for you to give us a shot and click the link below, fill your information and we'll get in contact with you. Beautiful stuff. So, let's highlight a few things that I talk about. What's the first words that come out of his mouth? Hey Tucson, my name is Cayden. I'm the

6:19owner of BrightView Window Cleaning. Hey Tucson, my name is Cayden. I'm the owner of BrightView Window Cleaning. And what does he do next? He briefly explains the differentiators that they have in the market. They won the Readers' Choice Award, they have five technicians on their staff, and I forget what else he says. I started BrightView Window Cleaning because I realized nobody was having a good experience with their window

6:39cleaner. After a lot of hard work, we have more than 600 five-star reviews. We have five technicians And he mentions all their reviews, which is very impressive. 600 five-star reviews on Google is a lot. So, all of these things are small little pieces of trust-building propaganda. and we're also the 2025 Readers' Choice Awards

6:58And the rest of this is pretty simple. It follows the same structure, but the owner intro ad is the perfect example of the low-hanging fruit that prints money. The funny thing about Cayden's campaign specifically is the one thing I would change is I would put subtitles on here. Now, he very well could have the AI settings on Meta having subtitles pop up for him, but in most cases when you guys are editing these and filming these, I actually prefer for you to put the captions on on CapCut or whatever video editing software you use. That way you don't like fall victim to Facebook's AI subtitle thing spitting out like a weird

7:29word for you or something like that. Okay, and here's a free bonus creative for somebody that joined HSA less than a month ago. This is Todd from the Welland Plumbing in Utah. This is an example of one of his ad creatives that he's making for his water softener installation for his plumbing company, and these ads are printing money. Here's what Todd had to say when he started. So, now let's watch

7:47the ad. Do you own a home in Spanish Fork, Utah? If so, please listen up for the next 30 seconds. My name's Todd. I'm the owner of Llewellyn Plumbing, and if you don't have a water softener, we'd love to come out and give you a free consultation on one. This is our main water softening unit. This is our whole home filtration unit, and this is a reverse osmosis unit

8:07so you can drink clean, purified water. Click the link below, fill out the form, we'll come give you a free consultation. We have some of the best prices and some of the best, highly qualified plumbers in the state to come install water softener for you to protect your home. So, very similar structure. Do you own a home in Spanish Fork, Utah is how he

8:26starts. If so, please listen up for the next 30 seconds. His logo is everywhere with his sick crew necks, which I'm definitely getting for us. And so, this one's really interesting because what he's doing is he's playing on a little urgency. And so, the structure of this is really similar, but I wanted to show this because once you get good at running ads, you don't have to run it verbatim exactly how I say. And so, what I mean by that is as long as you get the main structure down, which is he calls out the location first. This one he kind of drives demand and saying, "If so, listen

8:53up for the next 30 seconds." kind of grabs their attention a little bit more. And then he just goes into his value proposition while his brand is crystal clear on his chest. My name's Todd. I'm the owner of Llewellyn Plum- Imagine that. My name's Todd. I'm the owner of Llewellyn Plumbing. Right away. And if you don't have a water softener, we'd love to come out and give you a free consultation on one. This is our

9:12main water softening unit. If you don't have what we're offering you, we will come out and figure out a way to give you what you do not possess. And so then it's like this little bit of FOMO is going into their head a little bit like, "Oh, I I don't have one. What is all the hype of water softeners?" And I share this because Todd is an unbelievable business owner. But this is the first time he's really got on camera scripted and done something. And the beauty of this ad is like he's super genuine looking, but he doesn't look like it's like a overly rehearsed Hollywood movie star. And the reason I

9:42wanted to show this is so many of you guys are so afraid to get on camera because you're like, "Oh, I just I never do it. I'm uncomfortable talking on camera." Whatever else. And it's like, "Dude, if the whole point is to humanize yourself, as long as the words come out of your mouth and you don't sound like a complete buffoon, not sounding overly rehearsed is actually a good thing." And this campaign is printing money for Todd. This is the first campaign he ran in Home Service Accelerator and it is absolutely printing money. Now, if you saw this, you also want to see how we could do it in your business, there's a

10:09link in the description below to book a call with Home Service Accelerator. You can talk to us about the same stuff that we did with Todd, setting up his own Facebook ads. He doesn't pay us an agency retainer. Ours is a one-time fee and then you and your business and your staff learns this skill forever and then we offer support in a community on the back end and all that fun stuff. So, there's a link in the description. It's also pinned in the top of the comments for you to go there. But otherwise, let's go to video ad creative number two. The second [music] creative type is

10:33the customer interview testimonial video. The beauty of this is 99% of your competitors in your local market could also watch this video and they would never make this because they are gigantic and they're afraid to ask a happy customer to take 20 minutes out of their day and let them interview them. That little piece of friction stops 99% of companies from going out and getting this extremely beneficial type of marketing material. The reason I say this is so powerful is this video should also be posted organically and pinned on the top of your Instagram and everywhere else as well. And so, there's two ways to go about this. If you are

11:10doing a job for somebody that is just the champion for the brand. For example, like you do work with the realtor who acts like she's like a big realtor in her market, but she probably only sells one house a year, but she's like the best networker in the world. You do the work with her and she's like wanting to collaborate on social media anyway, that's a perfect candidate to get this from. Or number two, if you're a more established business and you want to get like a lot more real testimonials, this is what we did. We reached out to a handful of our favorite customers, and

11:36we offered them a nice bottle of wine to allow us to interview them on their house. That way I came out with like an actual video camera, actual microphones, and we interviewed them that way. Not everybody will say yes, but as long as you ask it in a way where you give them back something in return, and you just tell them like, "We just loved working with you. Like, it would be amazing for you to like share a little bit about what the experience was. It would really help us out as we grow." Like, dude, you will find a customer or two or three who want to do it. And then you just ask

12:00them a few basic questions. How was the experience getting us to do blah blah blah? Would you recommend us? What did you think of the final result? What made you go with us instead of some of the other people that you got quotes from? So, obviously, I'm going to show you an example, but I want you guys to become better marketers, so let's talk about the psychology behind this as well. This is why it prints money. This is social proof, and social proof is one of the biggest psychological triggers that gets people to make a purchase. For example, in your own business, why do you think

12:26that when you get referrals, those referral leads close at two to three times the close rate of cold traffic leads or leads that come in off the street? It is because those referrals obviously were shown some form of social proof that someone else paid you for your services and was happy after doing it. So, the risk factor of hiring a stranger evaporates when social proof is involved in the equation. This is marketing 101. This is why on a TV ad when you're watching a PGA golf tournament and they're talking about some prostate enlargement pill, they interview an old white man who looks like the audience that they want to

13:00target about this prostate enlargement medicine. People see themselves subconsciously and consciously in the testimonial of whatever someone else is saying. So, if they look like them, sound like them, are in the same position in life that they are, the chances of them psychologically attaching themselves to the result that they got is very crystal clear. So, the customer saying they were amazing, they were on time everywhere, they communicated great, the work was incredible, and I recommend them to everybody, compared to you saying that yourself about your own business, the customer saying that is a hundred times more impactful because they're not affiliated with the brand. And the other

13:34psychological trigger we could talk about briefly, it's called narrative transportation. When a customer watches another person tell their story, they instantly catapult themselves into the position of the person telling the story. As long as the criteria around the buying decisions of the person giving the testimonial is similar to the person that is seeing the ad. This is why if you're doing an exterior lighting install or like some permanent Christmas lights on somebody's house in Scottsdale, Arizona in my example, I'm going to film the ad with the happy customer or bonus points couple in front of the house that looks similar to the people you're also trying to sell this

14:11to. And so we have done installs on small houses. We don't do testimonial interviews in front of small ugly houses because we don't want people to associate our brand with the smaller jobs we do. We want to associate our brand with the big Taj Mahal looking jobs so that the Taj Mahal looking other homeowners that see our stuff resonate better with that ad creative. This is why Tom with Dandy Painting exploded his ad campaigns when he joined Home Service Accelerator because he started filming all of his ads in massive living rooms of mansions. So now let's go to an example of a testimonial interview. So

14:42here's this familiar face. What's up everybody? We're here with the Fraley family. I wanted to ask you guys what compelled you guys to switch from doing temporary lights yourself every year to the permanent lighting system. Well, I'd say after years of being primary person to have to climb on top of this roof, buying multiple ladders, having near falls, after I saw a couple

14:59other installations, what would it take? we think's more excited about the permanent lights and not get on a ladder every year? I think that would be me. I cringe every year when I see him and the kids climbing up on the roof and trying to get those lights on. As a realtor, I see that this product in other homes and

15:16I've always wanted it for us. Beautiful. So, some of the most common sales objections or the most common things that drive value. It was amazing. They just answered for me. We didn't even ask her to. She even played into the emotional trigger that sells our product really well, which is I don't like seeing my husband on a ladder. It's dangerous. Getting this done means that

15:35we eliminated that risk in our lives. And this is a beautiful example of exactly what I'm talking about. It's a testimonial style ad where I'm not talking about how great we are. The paying customer is talking about how great we are. And their house is in the background. And you can see the beautiful mountain range in the background of the house that just reaffirms that this is an Arizona home

15:51and our neighbors are getting this done. And if your neighbor's getting it done, you should probably get this done, too. And let me be clear about something. If you serve Middle America, like middle class, lower class, as well, you don't have to find the Taj Mahal style buildings and houses to film these in. The most important part is filming with your target market. And so, if you're a junk removal guy and half of your work comes from Middle America, go film a testimonial ad in a very serviceable Middle America house. If very few of your customers come from mansions, don't film it in a mansion. You guys know who

16:20your target customer is. So, if you really want to triple down on this, bonus points if you get testimonial interviews from different types of demographics of people. If you sell a lot to Indian dudes, have an Indian dude testimonial. Like, let's say you're in Seattle and you're a plumber in Seattle. You're going to have a lot of Indians up there with Microsoft, Amazon, everything else and all the tech. Get a testimonial interview with an Indian dude or an Indian dude and his wife. If you're in Atlanta and half of your population is black, don't just get a bunch of testimonials from white dudes. Get diversity. Don't just do men. Get

16:51testimonials from women. And this isn't politically incorrect. This is just accurate. Different demographic groups resonate with people that look like them. If I see a Mexican lady on an ad, I do not see myself in her shoes. If I see a 30-year-old white dude who owns a business and talks about how stressful XYZ around his house was and then he fixed this, he bought back some of his time and now he's less stressed and he can focus on his business, that resonates with me. In the same way that like if I'm in here and I'm talking about how I own multiple businesses and this is why I bought XYZ thing cuz it

17:21bought back my time, a housewife in her house that's a stay-at-home mom and is raising four children does not see me and resonate with me. That's why we want different types of diversity and different people in different stages and walks of life in our creatives. And the third type of creative and now in 2026 is still image variations. Ladies and gentlemen, I know in the past video ads were king. With Meta's new updates, which is why I remade this video for 2026, still image is back, baby. Still image is back for a few reasons. Number one, a huge portion of people watch Facebook ads at work. And you know what

17:53happens when they watch Facebook ads at work? No sound. And so I think the stats like something in the 40% of Facebook ads are consumed while the phone is on mute. Then even with subtitles, you're not going to retain them as well. So that's where still image, really compelling visuals come in. And the structure for still image is really

18:08simple. There's not really a blueprint. The beautiful thing about still image with AI now is it is so freaking easy to get good still image creatives using Manas or Gemini and Nano Banana Pro or any still image editor. The best thing I can tell you is this structure. On every campaign that you launch from scratch, try to get two to four still image variations in there. Here's an example of how to get one. If you're a plumber and you're installing a water softener, get a still image of your technician with his hand pinned on the water softener, logo on the water softener, and just take a good vertical style

18:40image there. Then what you're going to do is you're going to take that, put it into Manas AI or put it into Gemini, some good still image variation ad, and tell the AI very clearly, "We are running a promo for $200 off new water softener installations. Here is my logo." And give it your logo. "And these are my colors. I want you to make two to three Facebook ad friendly still image ads showcasing these things." This is the key part for this prompt. Please ask me five clarifying questions to optimize the quality of your results before generating them for me. And then, you can give it a photo, and then it will

19:15build the ads on top of that photo. It'll build like the visuals on top of it. And then, when it does it with that one, give it a different photo. Maybe it's a picture of you and your crew in front of your truck with your arms crossed. Give them that photo as well. Maybe it's a before and after photo that doesn't even have you in it on a side-by-side. Give it that as well. And then, maybe it's another image of just a finished product that you've done in your business. And so, there's nuance to this. Before and after photos are really ugly with junk removal, and so people

19:40don't like to see trash. And so, I would focus more on pictures of the crew, pictures of the truck, pictures of clean areas, whatever else. If [music] it's a exterior lighting company or a backyard remodel company or a bathroom remodel company, you can go heavy into like before and after photos. You can go heavy into like how beautiful the

19:56finished product is, stuff like that. And then, put your edits from the AI on top of that. And the beauty of the part where you ask the AI to ask five clarifying questions before making a result is it will ask you extremely detailed questions, and it will make the results of it a lot better. Because you don't want to leave anything up to interpretation with an AI robot. And so, the more context and detail you feed the AI on the front end, the more quality and consistent your results and your images that it generates are going to be on the back end. And so now, let's go to

20:23a still image campaign that I'm in the middle of testing different creatives right now. This is a home that we actually did in Arizona. And so, what we do is in this campaign, I'm testing 10 different still image creatives at the same time and trying to find a winner. And so, this one says light up your

20:37home, transform your home after dark. This one says smart outdoor lighting with a phone showing like changing the light brightness and whatever else. Because it's not Christmas time, I'm not running a bunch of Christmas ads right now. And then, this one's permanent outdoor lighting, same thing, designed for everyday beauty and special occasions, request your free estimate. As you can see, like that it's a house that doesn't really look like an Arizona house, but we can just test this with the new Andromeda update cuz it doesn't matter. This looks like a house that would be like in the nicer Arcadia neighborhood near us, same thing. Then it's like smart roofline lighting with a

21:06mobile app. This is smart outdoor lighting with a mobile app with some color. And so let me show you what I mean with this meta update. I don't care if a creative that we launch, it looks like it's not going to work. I don't care because I don't know better than the algorithm. And so if you look at our campaign with the new updates, Meta's only going to start testing. Now these ads have been live for like less than a week. So the cost per lead, I don't care. It's in learning phase. I'm not that worried about it. But you can see like it's tested a little bit of every

21:32ad. This one it spent $62 on, this one $12, $6, $10, $2. This one it started getting decent results. And so it started spending 500 bucks and it's got while learning a $55 cost per lead on this video. And then you go down to still images well and a bunch of these still images have gotten spend. None of them have really converted that well except for this one. So obviously what I'm going to do is I'm going to look at this one. I guarantee you this one's going to be the phone one, of course, cuz this has worked before in our campaign. And so this is the best

21:57performing image right now. So what do I see in this image that I can take and make more variations for? I can take this structure and then I can change the look up here and test that. I can change the color on the lights and test that. I can change the layout on the phone and see if that works better because something about this still image is getting people to convert. I don't know exactly what it is, but we can make variations of this ad with small changes

22:20because this is clearly a winner. Something about this is driving humans to take action. So we take what we know from this creative that this is working. We make small tweaks and variations of this ad and then we have more high converting creatives until we find bangers. And like here's another example of Cadence. Cadence tested images and found one that works. It's a before and after still image with all of his stuff on the bottom and then he obviously has

22:42it cropped on the bottom for placement. But the whole point of this is like this is a still image that was probably generated by AI or something like that. And he dumped in the before and after photos and lo and behold the screen repair converts. And so what he can do now is he can change the colors here. He can center his logo. He can move these somewhere else. He can take a photo of himself in front of a good before and after with a thumbs up and do tiny variations until he finds even better results from these ads. And so the beauty of testing a bunch of creatives

23:09with Meta's new Andromeda update is you find clues for things that are working and then you double and quadruple down on the working ad concepts and make more variations of the things that work until you have a campaign with three, four, five creatives all in the style that is clearly converting people and then lo and behold you print money. So the owner video, the trust building testimonial

23:27video and then still image variation. When you guys go live with the campaign, I don't want to see any less than five to 10 creatives going live at a time. Some guys get away with doing three to five, but trust me when I say this, if you want to put your best foot forward, don't get lazy and make one or two creatives and then come biatching and moaning in the comments about Facebook ads didn't work for you. That is the most common factor I see that makes Facebook ad campaigns for home service businesses not work. It's not testing enough variations of creative. And so that's a controllable for you. You don't

23:55need a production crew. You can film these with your iPhone with a little lapel microphone and then you can get a little tripod for all your before and after photos and videos where you're not selfie style for like 15, 20 bucks on Amazon. Don't overthink this. The camera on your iPhone is a better camera now than what they filmed Hollywood movies

24:11with 20 or 30 years ago. You are fine. You don't need fancy camera equipment. You can get this stuff going. But if you want help building your entire ad strategy as well as optimizing your Google business SEO and a bunch of other stuff we do for automations and systems in Home Service Accelerator Pro. There's a link in the description. You can book a call with our team there and you can join. Otherwise, keep watching the video, click subscribe, comment what you liked or hated about this video and

24:31we'll see you in the next one.