Key takeaways
- Format: Feature callouts with colour-coded health results
- Best for: Health-conscious cat owners and owners of senior or pedigree cats
- Hook: Cats hide pain, so DNA has to reveal it
- Reuse it: Swap in other conditions or traits to build a series of result-led ads
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Insight-led emotional hook
The line about cats hiding pain names a real worry every cat owner recognises, which makes the test feel necessary rather than optional.
- 02
Real results as proof
Showing actual condition names with status labels demonstrates the report's value before anyone clicks.
- 03
Traffic-light colour coding
Pink, green and orange labels make risk levels readable in a second, even for viewers who skim.
- 04
Calm image, serious message
The peaceful sleeping cat contrasts with the health message, which keeps the ad reassuring instead of alarming.
Full creative breakdown
Who this ad targets
Health-conscious cat owners in the US who worry that their cat could be sick without showing it. The ad targets proactive pet parents aged roughly 25 to 60, owners of senior cats or pedigree breeds with known genetic risks, and people who have already lost a cat to a hidden illness. It also suits new adopters who want a baseline health picture early, before symptoms appear and vet bills grow.
Copywriting analysis
The headline opens with a striking insight rather than a product claim: "For masters at hiding pain." It flatters cats while naming a fear owners share, which earns attention. The second line, set in pink, delivers the solution in four words: "DNA reveals their risk." The colour shift visually separates problem and answer. The callouts use precise medical terms such as Hypertrophic Cardiomyopathy, which signals scientific credibility and shows the depth of the report. Status words like At Risk, Clear and Carrier are short and familiar, so the technical names stay understandable. The offer badge adds urgency without breaking the serious tone.
Visual design
The almost all-white palette feels clinical yet soft, matching a health message. The cat's face fills the frame, and closed eyes create a calm, trustworthy mood. Rounded white cards with coloured status pills float around the face in a balanced triangle, guiding the eye from label to label. The pink second headline line links to the At Risk label colour. The product box anchors the bottom, keeping the brand present without competing with the results.
How to adapt this template for your brand
- Choose a close-up pet photo with a clean background and enough empty space around the face.
- Decide on three or four results or traits you want to show, using real report wording.
- Design the callouts as rounded labels or rings in soft brand colors, spread evenly around the pet.
- Add the headline at the top and the product box or price badge in a lower corner.
- Check every label is readable on a phone screen, then export 4:5 and 9:16 versions.
Tips for pets ads on Meta
On Meta, the 4:5 ratio works best in Feed, where the callout labels stay readable on mobile. For Stories and Reels, crop to 9:16 and stack the labels vertically so none fall under the UI. Keep the primary text focused on one insight rather than repeating every label. Test this as a top-of-funnel education ad, then retarget engagers with the price-led variants. On Google Demand Gen, use a square crop and check the labels are still legible at small sizes.
About this creative
The creative shows an extreme close-up of a white cat with its eyes calmly closed, filling almost the entire frame. Three rounded result cards float around its face: a pink At Risk label for Hypertrophic Cardiomyopathy, a green Clear label for Progressive Retinal Atrophy, and an orange Carrier label for Polycystic Kidney Disease. The headline in the top left reads "For masters at hiding pain." in dark grey, followed by "DNA reveals their risk." in pink. The Basepaws Breed + Health Cat DNA Test box sits at the bottom with a blue Limited Time Offer badge. The ad speaks to cat owners who want to understand their pet's breeds, traits and health, with a soft look that feels personal rather than clinical. A clear benefit headline, the recognisable box and a visible offer cue position Basepaws as an affordable, easy at-home test, making it easy to adapt for other pet brands.
Meta ad · 338 × 600 · Pets
Cat DNA Health Ad: For Masters at Hiding Pain
This Basepaws feature callout ad places real-looking health results around a close-up of a white cat. Labels for At Risk, Clear and Carrier show exactly what the Breed + Health Cat DNA Test reports. It is a strong template for pet health, diagnostics and any product where showing the actual result builds trust.
Added
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Details
Ad copy
Primary text
Cats are masters at hiding pain, which means health issues can go unnoticed for years. The Basepaws Breed + Health Cat DNA Test screens for genetic markers linked to conditions like Hypertrophic Cardiomyopathy and Polycystic Kidney Disease, so you can act early. Limited time offer.
Description
Screen your cat for genetic health risks at home.
On-image text
For masters at hiding pain. DNA reveals their risk. | At Risk: Hypertrophic Cardiomyopathy | Clear: Progressive Retinal Atrophy | Carrier: Polycystic Kidney Disease | LIMITED TIME OFFER | Breed + Health Cat DNA Test | Discover your cat's genetic blueprint with the most comprehensive DNA test
Headline ideas for this template
- 1Cats hide pain. Their DNA doesn't.
- 2Know their risks before symptoms show
- 3What is your cat not telling you?
- 4Early answers for a longer life together
- 5A health check written in their DNA
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
