- creatives
- video
- method
Structuring a short video ad: hook, proof, offer, call to action
The four moments of a short video ad and what each must do in a few seconds, illustrated by the three angles tested at a kitchen fitter.
· 6 min read
Selling insulation means selling something nobody sees
Nobody admires their loft. Homeowners feel the cold and see the bill, but they do not think “insulation”. The ad has to make that link for them.
Show the problem, not the product
A roll of mineral wool makes nobody want anything. A room where you keep your jumper on, a bill opened with a grimace, a thermal camera showing heat escaping through the roof: that is where people recognise themselves.
The thermal camera is in fact one of the best video formats in this trade. It makes visible what nobody sees.
The weight of reputation
Token-price insulation schemes have left their mark, and cold calling for energy renovation has been banned in France since 2020. Your prospects have learned to distrust offers that sound too good.
What reassures: a name, a face, an address, jobs filmed at local homes. What worries: a big figure promised in large type.
The questions that sort
- Unused loft, converted loft, walls, floor: what they want insulated
- Owner or not
- Rough age of the house
- Project timeframe
Does your situation look like this? Let's talk for 30 minutes.
Frequently asked questions
- Should I target winter?
- Cold makes people react, but everyone advertises at the same time. Launching in autumn, with creatives already tested, means being ready when demand climbs instead of learning at the worst moment.
- Facebook or Google?
- Google for people already looking for an installer, Meta to make the link for those who are cold without thinking about it. I run both, and in this trade Meta often has more room because the demand needs creating.
- Can I use AI-generated video?
- To illustrate heat escaping, yes. To show your jobs, no: here the proof must be real, it is what sets you apart from dubious offers.
Related articles
- Meta Ads
- qualification
- trades
Why Facebook quote requests have a bad reputation, and how to qualify them
The real cause of unreachable or irrelevant contacts, and the six settings that turn a stream of browsers into a diary of appointments.
· 9 min read
- AI video
- filming
- ad creative
AI-generated video or a real shoot: how to choose for your ads
Cost, turnaround, trust, volume of tests: what each approach actually brings, and how to combine them without losing credibility.
· 8 min read
Advertising for your trade
- Ads for pool builders
- Ads for air conditioning
- Ads for kitchen fitters
- Ads for joinery
- Ads for renovation
- Ads for mortgage brokers
- Ads for e-commerce
- Ads for solar installers
- Ads for heat pump installers
- Ads for estate agents
- Ads for landscapers
- Ads for plumbers
- Ads for electricians
- Ads for painters and decorators
- Ads for bathroom fitters
- Ads for roofers
- Ads for conservatories and pergolas
- Ads for stove installers
- Ads for locksmiths
- Ads for home builders
- Ads for gates and fences
- Ads for EV charger installers
We look at what you can show
Filmable jobs, thermal camera, customer reviews. That material is what will set you apart from the offers that scare people.