Key takeaways
- Format: Drone before/after slider video in vertical 9:16.
- Best for: Roofing, exterior and home improvement lead generation on Reels, Stories and TikTok.
- Hook: A pain-point question, "Roof Damage?", over an aerial shot of a real home.
- Reuse it: Swap in your own drone footage, keep the slider wipe and end with reviews plus offer.
Available sizes
What is a before and after ad?
A before and after ad shows the same subject in two states side by side, so the result of using the product is visible at a glance. It's common in skincare, cleaning, fitness and home improvement, but claims shown must be realistic and typical to stay within ad platform policies.
See all before / after ads →Why this before / after ad works
- 01
Instant visual proof
The slider wipe shows the old and new roof on the same house, so viewers see the result instead of being told about it.
- 02
Problem-first hook
"Roof Damage?" calls out homeowners with a specific problem in the first second, filtering for people likely to need a quote.
- 03
Strong social proof
"2,100+ Five Star Reviews" lowers the trust barrier that comes with hiring a contractor for an expensive job.
- 04
Offer removes friction
"3 for Free + 6 Mo Financing" tackles the price objection at the exact moment the viewer is convinced by the result.
Full creative breakdown
Who this ad targets
The ad targets US homeowners, typically aged 35 to 65, living in suburban single-family houses with older or storm-damaged roofs. These are people who have noticed missing shingles, leaks or general wear, or who recently went through hail or wind storms, and are now weighing up repair versus replacement. They are cautious about contractors and price, so they respond to clear visual proof, a large number of reviews and financing that spreads the cost of a big home investment over time.
Copywriting analysis
The copy is minimal and does exactly three jobs. "Roof Damage?" is a direct pain-point question that lets the right viewer self-identify in under a second. "Fix it fast with Ibex!" answers with speed as the key benefit and puts the brand name front and centre, underlined so it sticks. The "Before" and "After" labels need no explanation and let the footage carry the persuasion. The end card switches from emotion to reassurance: "2,100+ Five Star Reviews" uses a precise number for credibility, while "3 for Free + 6 Mo Financing" stacks a bonus with a payment option. The only weakness is that "3 for Free" is vague without context in the caption.
Visual design
The whole ad uses a single static drone shot, which keeps it simple and lets the slider effect be the hero. Green lawns and trees frame the house, while the roof sits in the centre of the frame where the eye naturally lands. Text is bold white sans-serif with a soft shadow for legibility over busy footage. Before/After labels use black and teal tags that echo the brand colour. The end card darkens the background so the teal and white ram logo and offer lines stand out clearly.
How to adapt this template for your brand
- Capture a top-down drone shot of a finished project, plus a matching shot from the same position before the work started.
- Open with a pain-point question in bold text, such as "Leaky Roof?" or "Old Siding?", within the first second.
- Add your brand promise and name on the next line, e.g. "Fixed fast with [Brand]!".
- Use a slider wipe with clear Before and After labels to reveal the transformation over 3 to 5 seconds.
- End on your logo, your review count and your strongest offer or financing line, with a dimmed background for contrast.
Tips for roofing ads on Meta
On Meta, run this in Reels and Stories at 9:16 and use the Lead Form objective with a Get Quote button so homeowners can request an inspection without leaving the app. Keep key text inside the safe zone away from the top and bottom 15%. On TikTok, add a trending or upbeat sound and a native-style caption. Retarget video viewers who watched past the slider reveal with a testimonial or financing ad, and geo-target your service area after storm events.
About this creative
This vertical 9:16 video ad from Ibex Roof runs about 15 seconds and is built entirely around one top-down drone shot of a brick suburban home surrounded by trees, lawns and neighbouring houses. It opens with the bold white question "Roof Damage?", immediately followed by "Fix it fast with Ibex!", with the brand name underlined for emphasis. A white vertical slider bar with arrow handle then sweeps across the frame, wiping between the old, dark and weathered roof and a clean, bright new grey shingle roof. Small "Before" and "After" labels in black and teal appear at the top so the comparison is impossible to miss, and a sparkle effect highlights the finished result. In the final seconds the footage darkens and the Ibex Roof ram logo appears with two trust and offer lines: "2,100+ Five Star Reviews" and "3 for Free + 6 Mo Financing". It works with sound off.
Meta ad · 360 × 640 · Roofing
Roofing Ad Example: Ibex Roof Before/After Drone Video
This 15-second vertical video ad from Ibex Roof promotes roof replacement with a drone shot of a suburban home and a before/after slider revealing the new roof. Use it as a template for roofing, exterior and home improvement ads on Meta Reels, Stories and TikTok where visual proof drives leads.
Added
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Details
Ad copy
Primary text
Storm damage, missing shingles or a tired old roof? 🏠 Ibex Roof gets it fixed fast. Trusted by 2,100+ five-star reviewers, now with our 3 for Free offer + 6 months financing. Book your free roof inspection today.
Description
3 for Free + 6 Mo Financing
On-image text
Roof Damage? Fix it fast with Ibex! | Before | After | IBEX ROOF | 2,100+ Five Star Reviews | 3 for Free + 6 Mo Financing
Headline ideas for this template
- 1Roof Damage? See the Ibex Difference
- 2New Roof, Zero Stress – 6 Months Financing
- 32,100+ Homeowners Rate Us 5 Stars
- 4From Worn Out to Brand New in Days
- 5Get Your Free Roof Inspection Today
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.
