Key takeaways
- Format: Illustrated 9:16 Story with a question headline and labelled feature panels.
- Best for: Reaching a niche audience (S-Corp owners) with a pain-point hook.
- Hook: A yes/no question about the owner's own salary that triggers self-doubt.
- Reuse it: Name your niche in colour, ask the question they secretly worry about, and illustrate your features as a control panel.
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
The audience is named upfront
Starting with "S-Corps:" in coral filters the audience instantly. S-Corp owners stop; everyone else scrolls on, which keeps spend efficient.
- 02
A question creates doubt
"Have you set your salary right?" makes owners question something they may have guessed at, creating an open loop that only a click can close.
- 03
Features shown, not listed
The control panel turns payroll, 401K and invoicing into tangible buttons, communicating the product scope without a bullet list.
- 04
Warm illustration softens a tax topic
Friendly drawing and pastel colours make IRS compliance feel approachable rather than intimidating.
Full creative breakdown
Who this ad targets
The ad targets US small business owners who have elected S-Corp status, often consultants, freelancers and solo service providers who switched from an LLC to save on self-employment tax. They know they need to pay themselves a "reasonable salary" through payroll but are unsure how much, and they worry about IRS audits. Many still run payroll manually or through their accountant and are open to a tool that automates salary, retirement contributions and invoicing in one place.
Copywriting analysis
The headline is a short, two-part question. The label "S-Corps:" works like a heading and qualifies the reader before they've read the rest. The question "have you set your salary right?" is simple, personal and slightly unsettling: it implies there is a right and wrong answer, with consequences, without explaining them. The word "right" carries the tension, suggesting a specific IRS rule. There's no CTA, offer or product claim on the image, so curiosity does the work. The on-image labels (Automated payroll, 401K, Invoice) act as silent feature callouts, telling the viewer what Gusto handles without needing extra copy.
Visual design
The layout follows a clean top-to-bottom flow: headline, illustration, logo. The headline uses a large editorial serif in charcoal with "S-Corps:" in coral. The illustration is hand-drawn with thick black outlines and flat fills in coral, burgundy and cream, matching Gusto's brand illustration style. The cream background is framed by soft pastel squares at the edges. Plenty of white space keeps Story safe zones clear at top and bottom.
How to adapt this template for your brand
- Identify a niche segment of your audience and a specific decision they often get wrong.
- Write a headline that names the segment first, followed by a yes/no question about that decision.
- Highlight the segment name in your brand accent colour.
- Illustrate your product's key features as labelled buttons, dials or panels a character is using.
- Keep the logo small at the bottom and explain the answer in the primary text and landing page.
Tips for payroll ads on Meta
Use this 9:16 version in Instagram and Facebook Stories and Reels, keeping the headline and logo out of the top and bottom 14% where UI overlays appear. Create a 1:1 or 4:5 crop for feeds. Target business-owner interests and lookalikes of existing S-Corp customers. Since the topic is seasonal, increase spend around tax deadlines and Q4 when owners plan next year's salary. Link to a guide or salary calculator rather than a straight sign-up page.
About this creative
This vertical Gusto ad opens with a direct question in a large serif typeface: "S-Corps: have you set your salary right?" The word "S-Corps" is set in Gusto's coral, instantly qualifying the audience, while the rest is in dark charcoal. Below sits a hand-drawn illustration of a grey-haired woman in a coral top, pressing buttons on a retro control panel. The panel shows labelled modules for "Automated payroll" with a progress bar, a "401K" dial and an "Invoice" keypad, small sparkles suggest that things are running smoothly. The background is warm cream with soft pastel squares in coral, pink and mint scattered at the edges, a recurring Gusto brand device. The Gusto wordmark sits at the bottom in coral. The ad turns a stressful compliance topic, setting a reasonable S-Corp salary for the IRS, into something friendly and manageable, implying that Gusto's automation takes care of payroll, retirement contributions and invoicing in one dashboard.
Meta ad · 338 × 600 · Payroll
Gusto "S-Corps: Have You Set Your Salary Right?" Story Ad
This Gusto Story ad targets S-Corp owners with a pointed question about their own salary, backed by a friendly illustration of a woman at a control panel with automated payroll, 401K and invoice modules. It's a 9:16 illustrated feature-callout ad that turns a complex tax topic into an approachable, scroll-stopping hook.
Added
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Details
Ad copy
Primary text
Running an S-Corp? Paying yourself too little can trigger IRS scrutiny, too much and you overpay on taxes. Gusto helps you set a reasonable salary, runs automated payroll and keeps your 401(k) and invoices in one place.
Description
Automated payroll for S-Corp owners
On-image text
S-Corps: have you set your salary right? | Automated payroll | 401K | Invoice | gusto
Headline ideas for this template
- 1Is your S-Corp salary IRS-proof?
- 2S-Corp owners: are you overpaying on taxes?
- 3Pay yourself a reasonable salary, automatically
- 4The S-Corp salary mistake most owners make
- 5Payroll, 401(k) and invoices for your S-Corp in one place
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.
