Why your ads flop before the lead form even opens

You know what kills most local service ads?

They sell like everyone’s already convinced.

“Get your free quote today.”

“Book your free consultation.”

“Claim your 20% off.”

Yeah… and?

That stuff used to work when people hadn’t seen it a thousand times.

But now, they just scroll past.

Here’s the truth: most of your potential customers aren’t “ready to buy.”

They’re problem-aware at best, or worse, completely unaware they even need help.

And if your ad doesn’t meet them where they are, you lose them in the first 3 seconds.

What’s working right now, especially for Meta and TikTok, is story-first creative.

Think less “sales ad,” more “mini documentary.”

You slow it down.

You tell a story.

You show real people, real problems, and real emotion before the offer ever shows up.

That’s how you build curiosity and get someone to stop scrolling long enough to actually care.

Here’s what I mean:

• 10–20 seconds of setup before you even mention the service. Paint the frustration or failed solution first.

• Agitate the pain. “You’ve probably tried [bad solution]… and it worked for 2 weeks, right?”

• Educate. Reveal the why, the hidden cause that nobody’s talking about.

• Then bridge. Introduce your client’s service as the natural resolution to the story.

That’s the formula that’s dominating TOF (top-of-funnel) right now.

Because the algorithm isn’t your targeting anymore, your story is.

When you start writing ads like this, even local offers feel premium.

A gym becomes “the place people go when they’re done starting over.”

A roofing company becomes “the guys who fix what storms really break, your peace of mind.”

That’s storytelling that sells.

Try this: next time you write an ad, strip every line that doesn’t escalate pain, deepen desire, or move the story.

You’ll be shocked how clean and punchy it feels.

See you tomorrow,

Konrad