The ads looked professional. That was the problem.
Electric Heroes had the polish and none of the pull. Idan Cohen runs the Bay Area home services company spanning electrical, plumbing, remodeling, 3D design, and cleaning. The earlier Meta ads were glossy in the agency way, and they were not converting. Bay Area homeowners scrolling Meta wanted a real human standing in front of a real house, not stock-photo handshakes.
Idan wanted to test one bet: could an authentic, selfie-style presenter break through the feed and lift conversions for a local home-services brand? The format had to feel native to the platform. Handheld energy, direct to camera, the UGC pacing that does not read as an ad until the offer lands. And it had to showcase the multi-service range without feeling cluttered.
Two selfie-style ads to prove it. Then a ladder to 22.
We started with a tight test. Two presenter-led, selfie-style ads to validate whether the UGC format would actually move metrics for a local home-services brand on Meta. The footage felt like a homeowner walking up to camera and recommending a contractor, not a polished agency spot. Direct-response scripting, real project footage cut in for credibility, calls to action sized for the feed.
The first two videos worked, and Idan kept coming back. That ladder produced 22 ad variations across three campaign sets the agency could rotate through Meta for ongoing A/B testing. Campaign 1: the presenter-led core ad. Campaign 2: customer testimonial integration for higher-trust angles. Campaign 3: five variations testing different services and audience hooks.
Every ad shipped in landscape, portrait, and square for cross-placement deployment, with direct-response scripting and clear calls to action.
"I would recommend everybody that's looking for this type of commercial or spokesman. Super recommended."
Idan Cohen. Electric Heroes3x+ ROAS, better leads, and a T-shirt in the mail
Three campaigns sustained 3X+ ROAS. Lead quality jumped. The internal team got their time back for other marketing work. And the relationship outgrew the metrics: Electric Heroes mailed me a branded T-shirt after the work landed, the kind of small gesture that tells you an engagement has stopped being transactional and started being mutual.