Example 1
Messy vs spotless living room
- Hook
- A split screen labelled 'BEFORE' and 'AFTER' under 'Your weekend back', which frames cleaning as time returned, not chores done.
- Offer
- Home cleaning from $79: a starting price rather than a discount.
- Call to action
- 'Book a clean' on a bright blue button. Exact for a service booking, and the blue stands out against the beige room.
- Format
- Before / after
Why it works
Before-and-after is the clearest format for any service whose result can be photographed. The image is split down the middle. On the left, a dim grey living room: a coffee table buried in papers and toys, more papers on the shelf below, a crumpled blanket and clothes on the sofa, toys on the carpet. On the right, the same layout in warm sunlight: a bare polished table with a vase of flowers, plumped cushions, a folded throw and a neat stack of books. Lighting does half the work, cold and dark on the left, glowing on the right. The headline sells the benefit, a free weekend, and the price line answers the next question. The toys suggest the target: busy parents. Weakness: the 'after' is restyled, not just cleaned. The cushions, lamp and throw are different and flowers appear, which promises more than a cleaning visit delivers. Use real photos from a real job. Meta's personal health policies restrict before-and-after images of bodies and skin, not rooms, but a misleading result still breaks ad rules. The brand name is also missing.
Test next: Run the same split with real photos from one job, the brand name above the headline, and targeting limited to your service area.