Key takeaways
- Format: Problem/solution split with wordplay headline.
- Best for: Prevention campaigns and new-mover targeting.
- Hook: 'Before pests move in, we move in.'
- Reuse it: Repeat your audience's problem phrase and answer it with your brand doing the same action first.
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
Completed open loop
The second line pays off the curiosity created by 'Before pests move in'.
- 02
Problem/solution split
Red with bugs above, clean white with truck below shows the before and after.
- 03
Tangible service
The branded truck makes it clear that a real team comes to your home.
- 04
Clever repetition
Reusing 'move in' makes the line memorable and easy to repeat.
Full creative breakdown
Who this ad targets
The ad targets new movers, recent home buyers and renters starting a new lease, aged roughly 25–50, along with existing homeowners heading into pest season. It suits Meta's life-event targeting and homeowner audiences in Ehrlich's US service areas. People who prefer proactive, preventive maintenance rather than emergency calls are the core audience. Landlords and property managers preparing for new tenants are a useful secondary audience to reach.
Copywriting analysis
The headline uses repetition and reversal: 'Before pests move in' sets up a threat, and 'We move in' answers it with action. The phrase 'move in' works on two levels – pests settling into your home and the company arriving to protect it. It is short, rhythmic and positions Ehrlich as proactive. The copy doesn't list services or prices, keeping focus on the brand idea. The truck's logo provides brand attribution within the visual rather than via a separate lockup.
Visual design
A strong horizontal split creates two zones of meaning. Red and white mirror Ehrlich's brand colors. The type is scaled large and fills each half edge to edge. Bug silhouettes add movement in the top half, while the clean lower half feels calm and organized. The illustrated truck adds a friendly, modern look and directs the eye along the road toward the right edge.
How to adapt this template for your brand
- Start with a problem phrase your audience recognizes.
- Answer it with your brand performing the same action first.
- Split the canvas into problem and solution zones using your brand colors.
- Add an illustration of your vehicle, team or product in the solution zone.
- Pair it with a teaser frame for a two-part campaign.
Tips for pest control ads on Meta
Run this square version in Meta Feed and Google Display, and pair it with the vertical 'Before pests move in' teaser in Stories as a sequenced campaign. Use 'recently moved' life-event targeting on Meta. Add a 'Book Now' CTA linking to a prevention plan page. Animate the truck driving in for Reels. Keep the logo legible at small sizes on Display.
About this creative
The creative is split horizontally. The top half is solid red, with 'BEFORE PESTS MOVE IN' in large white condensed capitals and black silhouettes of a stink bug, fly, spider on a thread, roach and ant scattered around the words. The bottom half is a light grey-white background with 'WE MOVE IN' in even bigger red capitals, followed by a flat vector illustration of a red-and-white Ehrlich pickup truck driving along a dashed road line. One roach sits on the letters of 'MOVE', bridging the two halves. The headline completes the open loop from the brand's vertical teaser: pests want to move in, but Ehrlich gets there first. The truck makes the service tangible and shows technicians arriving at your home, while the red-white split visually separates problem from solution. It is clean, friendly and highly branded, with clear wordplay that connects pest prevention to the moment of moving house.
Meta ad · 338 × 600 · Pest Control
Ehrlich 'Before Pests Move In, We Move In' Ad Breakdown
This square Ehrlich ad splits into a red top half reading 'Before pests move in' with crawling bug silhouettes, and a light bottom half answering 'We move in' above an illustrated Ehrlich service truck on a road. It is a prevention-focused wordplay ad for Meta Feed and Google Display.
Added
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Details
Ad copy
Primary text
Before pests move in, we move in. Ehrlich's preventive pest control protects your home against ants, spiders, roaches and more – so you can settle in pest-free.
Description
Preventive pest control from Ehrlich.
On-image text
BEFORE PESTS MOVE IN | WE MOVE IN | Ehrlich (on truck)
Headline ideas for this template
- 1Before Pests Move In, We Move In
- 2New Home? We Get There Before Pests Do
- 3Move In Pest-Free With Ehrlich
- 4We Show Up Before Pests Do
- 5Settle In. We'll Keep Pests Out.
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.
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