Read this first

⚠️ Read this before you send us content.

Your ads are only as good as the content behind them. Same budget, different content = wildly different results. This page shows you exactly what to send.

✔ Green = Send this✘ Red = Don't

The proof

Same budget. Very different results.

Two roofers. Same city. Same ad spend. Same offer. Here's what happened.

✘ Client A — Sent stock
Bad example: stock photos, no faces, no proof
  • • Stock photos of roofs
  • • No team, no faces, no customers
  • • No before/afters
$300+
Cost / lead
6
Leads
1
Booked
✔ Client B — Sent real
Good example: real crew, before/afters, testimonials
  • • Real crew on real roofs
  • • Before/after from same angle
  • • Homeowner testimonial videos
$57
Cost / lead
48
Leads
20
Booked

The only difference? The content they sent.

The 8 types

What to send. What not to send.

Eight content types. Bad on the left, good on the right. Screenshot this page and hand it to your crew.

01

Team Photos

Bad
Bad example: faceless stock 'roofers'
  • Stock library models
  • Nobody knows who you are
Good
Good example: your crew, branded shirts, on the job
  • Real faces, real names
  • Company shirts / trucks visible
02

Photos With Customers

Bad
Bad example: no customer, just a house
  • No human = no trust
  • Feels like a listing photo
Good
Good example: you shaking hands with the homeowner
  • Smiling homeowner + crew
  • Finished roof in the background
03

Before & Afters

Bad
Bad example: Before
  • Old shingles, moss, missing tabs
  • Can't tell what changed
Good
Good example: After
  • New roof, same angle, same framing
  • Repeat the exact shot after
04

Customer Testimonials

Good — send this
  • Homeowner on camera, 20–30 seconds, filmed vertical
  • Hold the phone at eye level, arm's length, steady
  • Quiet spot — driveway or front porch, no wind
  • They say their first name and their town
  • They say the problem they had before you showed up
  • They say the result: new roof, insurance covered, timeline
  • They say who they'd recommend — your company name out loud
  • Send the original file straight from the phone (no WhatsApp compression)
Bad — don't send this
  • Screenshots of Google or Facebook reviews
  • Text-only quotes with no face or voice
  • Filmed landscape (sideways) on a phone
  • Noisy background — traffic, wind, machinery
  • Homeowner just saying "great service, thanks"
  • Anything longer than a minute or heavily edited
05

Video Footage

Good — send footage like this
What to do
  • Filmed vertical 9:16 on a phone
  • Short clips — 10–20 seconds each, plenty of them
  • Real work: trucks, crew, tear-off, finished roof
  • Good daylight, steady hands, phone close to the action
avoid
  • Landscape footage — it gets cropped in feeds
  • Long, unfocused clips with nothing happening
  • Dark, shaky, or filmed from too far away
  • Loud wind noise or copyrighted music over the top
06

Educational / Explainer

Good — one tip, 30 seconds, straight to the point
  • One idea per clip — hook in the first 3 seconds
  • Plain English, spoken like you're on a driveway
  • Vertical, phone close, good light, real energy
what makes a bad educational video
  • Rambling 3-minute takes with no point
  • No hook — starts with "hey guys, so today..."
  • Contractor jargon a homeowner won't understand
  • Flat, low-energy delivery — not engaging
  • Reading off a script or a phone screen
  • Filmed landscape, far from the mic, wind noise
07

Team In Action

Bad
Bad example: shaky, far away, nothing happening
  • Filmed from the ground, tiny
  • No action, just standing around
Good
Good example: close up: nail gun, tear-off, ridge cap
  • Get on the roof with the phone
  • Multiple angles, 10–20 sec each
08

Logo Files

Bad
Bad example: screenshot from your website
  • Low res, pixelated
  • White box background
Good
Good example: vector PDF / SVG or transparent PNG
  • High-res, scales clean
  • Transparent background

Cheat sheet

Quick do's & don'ts

Do
  • Shoot in good natural light
  • Clean audio — quiet spot, phone close to mouth
  • Real people — you, crew, real customers
  • Vertical 9:16 for video
  • Send the original files (no compression)
  • Send lots — more is always better
Don't
  • Stock photos or generic "roofer" images
  • Screenshots of reviews (send raw text/photo)
  • Heavy filters, beauty mode, TikTok effects
  • Copyrighted music (we'll get the ad rejected)
  • Blurry, shaky, or dark footage
  • Landscape video for reels/stories

Next step

Watch the 1-MINUTE walkthrough.

We'll show you exactly how to upload your content so we can start building ads that book jobs.

Watch: How To Upload Your Content

Real beats perfect. Send us plenty — we'll handle the rest.