Creative production

The problem is arithmetic, not taste

A national advertiser can run four ads for a year because the audience keeps refreshing. A contractor serving one metro cannot. The same homeowners see the same creative until they stop noticing it, and the account reports that as rising cost per thousand impressions, rising frequency and falling link click-through.

That is creative fatigue, and it is one of the few things in a Meta account where the numbers genuinely point at the ad rather than at the targeting or the tracking.

What actually works for home services

Technician-on-camera and owner-on-camera footage, shot on a phone, beats produced video reliably. The homeowner is screening for whether you are real long before they are evaluating an offer, and a polished advert reads as further from real rather than closer to it.

Before and after, with the job visible. A rusted-out condenser next to the new one says more than any headline.

Real staff, named. The same face appearing across a season builds recognition in a way a stock image cannot.

Iteration rate is the number that matters

Not how good any single ad is, but how many genuinely different ones go live each month. Different hook, different format, different offer. Recolouring one image and rewriting its headline counts as one creative, whatever the ad count says.

This is the criterion where the Ad Library lets you check an agency rather than take their word for it. An agency that produces four creatives a month for their own account is demonstrating something. One with nothing running is not.

A limitation we publish rather than hide

The Ad Library shows ads under the Page that runs them, and for commercial ads it does not name the agency behind a client's account. So what we can see is an agency's own advertising, which stands as a proxy for how they treat creative volume. It is labelled a proxy everywhere it appears on this site.

1. How many genuinely new creatives go live per account per month?
2. What is our frequency, and what does it look like against click-through over the last ninety days?
3. Who shoots the footage, and when did we last put a technician on camera?
4. What is the process when an ad fatigues, and who notices first?