Been writing ads for home improvement contractors for a few years now, roofing, siding, decking, painting, masonry, that whole world. Most of my clients are in Massachusetts (Cape Cod, the South Shore, Metro West, the Boston area, even Martha's Vineyard). For a long time you could grab some decent b-roll/stock footage, put a clean voiceover on top, and it'd pull leads no problem. Lately that exact formula is just… dying. CTR drops, cost per lead creeps up, people scroll right past. Feels like the audience got wise to the polished but generic look and now it reads as an ad instantly. So a couple of things I'd love your take on: what's actually working for these trades right now? Raw phone footage, owner-on-camera, before/afters, UGC, text-heavy statics? What's holding up and what's already burnt out? when you hear "roofing," "new siding," or "we should repaint the house," what actually goes through your head? What makes you stop on an ad vs. tune it out? And what would make you trust one contractor over the ten others clogging your feed? Genuinely just trying to get out of my own copywriter bubble. Appreciate any honest takes. Thanks!   submitted by   /u/Available-Swimmer-28 [link]   [comments]