When it comes to running Meta or Google Ads for your trade business, one thing can make or break your results: your ad copy.
You can have the best photos, perfect targeting, and a great offer — but if the words don’t stop people from scrolling or clicking, you’ll miss out on leads.
The good news? You don’t need to be a copywriter to write great ads. You just need to follow a few proven formulas that get attention, build trust, and inspire action.
Here are five ad copy formulas that work brilliantly for home improvement, construction, and trade businesses.
1. The ‘Problem–Solution–Benefit’ Formula
This is a classic — because it works. Start with the problem your customer faces, show them the solution, then finish with the benefit they’ll enjoy.
Example (Roofing Company):
“Leaking roof? Don’t wait for it to get worse. Our expert roofers fix leaks fast — with guaranteed work and free quotes. Stay dry this winter!”
Why it works: It immediately identifies a relatable pain point, offers a clear fix, and gives reassurance.
2. The ‘Before–After–Bridge’ Formula
This one helps homeowners imagine how much better life could be after your service — perfect for visual, lifestyle-driven work like garden rooms, driveways, or landscaping.
Example (Driveway Installer):
“Before: Mud, mess, and cracked paving.
After: A stunning, low-maintenance resin driveway that transforms your home’s kerb appeal.
We’ll take care of everything — you just enjoy the view.”
Why it works: It paints a picture and helps people emotionally connect with the end result.
3. The ‘Social Proof’ Formula
People trust other homeowners more than they trust ads. Use reviews, awards, or results in your copy to instantly build credibility.
Example (Garden Room Company):
“⭐ Over 120 5-star reviews from local homeowners!
Our bespoke garden rooms are built to last — designed for home offices, gyms, and relaxation. Book a free design consultation today.”
Why it works: Social proof reduces doubt and creates instant trust — especially in local areas where reputation matters most.
4. The ‘Lifestyle Hook’ Formula
This approach taps into how your service makes life better — not just what it does. It’s perfect for Meta Ads where emotion drives attention.
Example (Garden Room):
“Imagine your own peaceful space at the end of the garden. Morning coffee, quiet focus, or weekend workouts — all just a few steps from your back door.”
Why it works: You’re selling the feeling, not just the feature. That’s what inspires action.
5. The ‘Limited-Time Offer’ Formula
Sometimes, people just need a nudge to act now. A time-limited offer can do exactly that — especially when paired with a strong benefit.
Example (Resin Driveway Installer):
“£250 OFF all resin driveway quotes booked this month only! No deposits. Award-winning installers. Transform your driveway in time for Christmas — offer ends soon!”
Why it works: Scarcity creates urgency. But make sure your offer feels real and time-sensitive — homeowners can spot fake urgency a mile away.
Bonus Tip: Always include proof, promise, and a call to action
Every good ad has three things:
• Proof: Reviews, photos, guarantees, or stats that build trust.
• Promise: What they’ll get out of it — a new look, less stress, or more time.
• Call to action: Tell them what to do next (Book a quote, Get an estimate, See our work).
When you combine these three, your ad copy feels complete, trustworthy, and powerful.
Final thought
Good ad copy doesn’t have to be clever — it just has to connect. Use emotion, speak like a real person, and keep your message simple and benefit-led.
The next time you write an ad for your trade business, try one of these formulas. You’ll be amazed at how much more engagement, clicks, and leads you get.
👉 Need help crafting ads that actually convert? Book in a Power Hour and let’s re-write your ads together!