Create three truthful, compliant ads for the same offer

Why it matters

Creative is the variable that moves cost per lead most and is the cheapest to change. Three formats with the same offer let you see which format your market responds to without changing two things at once. Truthful, specific copy also filters: a lead who reads "written price range, 15-minute call" knows what happens next and is more likely to answer your call.

Step by step

1. 01

   Prepare files to Meta's lead ad specs

   From Meta's design specifications for lead ads with instant form (Facebook)

   Asset	Recommendation
   Image file	JPG or PNG; 1080 × 1080 (1:1) or 1080 × 1350 (4:5)
   Video file	MP4 or MOV; up to 15 seconds recommended; 4:5; H.264
   Primary text	125 characters display before truncation on smaller screens
   Headline	40 characters
   Description	30 characters

   Meta notes lead ads follow the same text and image requirements as link ads. Longer text is allowed but may be cut off; put the offer in the first line.

   Check: You have one 1:1 or 4:5 image, one 4:5 video of 15 seconds or less, and 3 to 5 carousel images, all at least 1080 pixels wide.

2. 02

   Write the copy from the template set

   Pick the seller or buyer templates that match your brief. Fill every bracket with something true. If you cannot document a number ("sold 40 homes"), remove the line rather than round it up.

   Check: Every number in your copy has a source you could show a regulator.

3. 03

   Create the first ad inside the draft ad set

   1. Name the ad GOAL_V1_Photo_Angle, for example SELLER_V1_Photo_ValueReview.
   2. Confirm the identity shows your Facebook Page (and Instagram account if connected).
   3. In Ad setup, choose Single image or video (if you do not see it, click More options).
   4. Upload the image, paste the primary text, headline and description.
   5. Choose a call-to-action button that matches the offer, such as Learn more.
   6. Leave the instant form empty for now if Meta lets you, or continue to chapter 8 to create it from this screen.

   Check: The ad preview shows your image, the first line of text with the offer, and your Page name.

4. 04

   Duplicate for the video and carousel versions

   Duplicate the first ad twice. Change only the media and the matching copy lines: SELLER_V2_Video_ValueReview with the video, SELLER_V3_Carousel_RecentSales set to Carousel with your real recent sales. Keep the same offer and the same form.

   Check: Three ads exist in the ad set, all with the same offer, each a different format.

5. 05

   Review each ad against the checklist and keep it in draft

   Preview each ad in the placements Meta's preview offers, especially Facebook Feed and Instagram feed on mobile, where a Higher intent form delivers. Run the creative section of the chapter 4 checklist. Close without publishing.

   Check: All three ads pass the checklist and the ad set still shows $0.00 spent.

Copyable templates

# Anu ad copy template set (Meta lead ads, Housing category)
Replace every [bracket]. Delete any line you cannot prove. Primary text: aim for the first 125 characters
to carry the message; headline 40; description 30 (Meta's display recommendations).

## SELLER 1: Value review (photo of you or a recent listing you represented)
Primary text:
Thinking about selling in [City] in the next year? I'll prepare a written price range for your home
using recent [City] sales, then walk you through it in 15 minutes. No obligation.
[Your name], [Brokerage]
Headline: Free [City] home value review
Description: From a local Realtor, not an algorithm

## SELLER 2: Recent sales proof (carousel of homes you actually sold, with permission)
Primary text:
These [City] homes sold in the last [N] months. Curious what yours could sell for today?
Request a written price range and a plan, prepared by me, not an automated estimate.
Headline: What would your home sell for?
Description: [Brokerage] | [License # if required]

## SELLER 3: Process (15-second talking-head video)
Script:
"Hi, I'm [Name] with [Brokerage]. If you're thinking about selling in [City], the first question is
price. Tap below and I'll send you a written price range based on recent sales near you, then we can
talk it through. No pressure, no obligation."
Headline: Selling in [City]? Start with price

## BUYER 1: New listings list (photo of an area landmark or a listing you have permission to show)
Primary text:
Looking to buy in [City]? Get new listings in the areas and price range you choose, the day they hit
the market, plus a 15-minute call to plan your search.
Headline: New [City] listings, first
Description: [Your name], [Brokerage]

## BUYER 2: First purchase plan
Primary text:
Buying your first home in [Region]? I'll walk you through the steps, the typical costs to plan for,
and how offers work here. One call, a written plan, no obligation.
Headline: Your first home plan for [Region]
Description: From a local Realtor

## DATABASE 1: Market update (custom audience or Page engagers)
Primary text:
[Month] [City] market update: [X] homes sold, median days on market [Y] (source: [MLS name]).
Want the numbers for your street? Tap below.
Headline: Your street's numbers, [Month]

## Words to avoid (Fair Housing and Meta policy)
Do not describe who should live there: families, kids, singles, retirees, young professionals,
students, Christian, Jewish, Muslim, Spanish-speaking, able-bodied, "no wheelchairs", "mature", etc.
Do not imply exclusivity of a group: "exclusive", "private community" used to signal who belongs.
Do not promise outcomes: "guaranteed sale", "we'll get you top dollar", "sell in 7 days".
Do not cite numbers you cannot document. Cite the source (MLS, county records) for any market figure.

How to test it

Read each ad to someone who does not work in real estate. Ask: what do you get if you tap, and who is this from? If they cannot answer both, rewrite the first line. Then ask them to point at any claim; you should be able to show the source for each one.

Troubleshooting

Advanced technical details

Optional. You can follow every step above without these.