Bay Area home services ads that weren't connecting with local homeowners
Idan Cohen runs Electric Heroes, a Bay Area home services company spanning electrical, plumbing, remodeling, 3D design, and cleaning. The earlier Meta ads had been polished in the agency-glossy way and they weren't converting. Bay Area homeowners scrolling Meta wanted to see a real human standing in front of a real house, not stock-photo handshakes.
Idan wanted to test whether an authentic, selfie-style presenter could break through on the feed and lift conversions for a local home-services brand. The format needed to feel native to the platform: handheld energy, direct-to-camera, the UGC pacing that doesn't read as an ad until the offer lands. The ads also had to showcase Electric Heroes' multi-service range (electrical, plumbing, remodeling, 3D design, cleaning) without feeling cluttered.
Selfie-style UGC ads. Two videos to start. Three more projects on the back of it.
The first engagement was 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. Idan came back for three more projects on the back of the test. By the end, that ladder produced 22 ad variations across three campaign sets that 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 delivered in landscape, portrait, and square for cross-placement deployment. Direct-response scripting with clear calls to action.
"I would recommend everybody that's looking for this type of commercial or spokesman. Super recommended."
Idan Cohen. Electric Heroes22 ad variations, 3X+ sustained ROAS, and a partnership that mailed me a T-shirt.
Three campaigns sustained 3X+ ROAS. Lead quality jumped. The internal team was freed up for other marketing work. Beyond the metrics, the relationship became a real partnership. Electric Heroes mailed me a branded T-shirt after the projects landed, the kind of small gesture that tells you a client engagement has stopped being transactional and started being mutual.
22 ad variations. 3X+ ROAS sustained across campaigns. $6K+ saved versus traditional production. Turnaround under 48 hours per ad.