Key takeaways
- Format: Brand mascot with wordplay headline.
- Best for: Heritage brands with a recognizable character.
- Hook: A clever reversal: we show up, termites don't.
- Reuse it: Write a one-line reversal that contrasts your action with the problem's absence.
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
Memorable wordplay
The parallel structure of 'we show up' and 'termites don't' sticks in the mind.
- 02
Mascot as logo
The recognizable character signals the brand without needing a logo.
- 03
Prevention framing
The message sells avoiding termites entirely, which feels more valuable than fixing damage.
- 04
Bold simplicity
Two colors and one illustration make the ad readable in a split second.
Full creative breakdown
Who this ad targets
The ad targets homeowners in termite-prone regions who do not yet have an active infestation but know termites are a risk, particularly owners of older homes in California, Arizona and other Western states where the brand operates. It speaks to people who value reliability and prevention and who may already recognize the mascot from decades of local advertising. Long-time locals who grew up with the brand are a valuable secondary audience.
Copywriting analysis
The headline is a seven-word promise built on a contrast: the company's dependability versus the absence of termites. The phrase 'show up' carries a double meaning – technicians arriving on time and termites appearing in your home – which rewards the reader with a small 'aha'. Writing it in all caps with a full stop gives it confidence and finality. There is no explicit offer, price or CTA, making this an awareness-focused brand ad. The copy relies on the primary text and platform button to push action.
Visual design
The composition splits into a text column on the left and the mascot on the right, with the termite placed at the base of the headline to visually connect the two. Yellow on green is high-contrast and matches Western Exterminator's brand palette. The flat vector mascot uses navy, white and grey, keeping the palette limited. The tiny termite creates a sense of scale and humor next to the mallet. The generous green background gives breathing room.
How to adapt this template for your brand
- Write a one-line reversal contrasting your action with the pest's absence.
- Set it in a bold condensed typeface in two high-contrast brand colors.
- Add your mascot or a simple illustration interacting with the pest.
- Keep the background flat and free of clutter.
- Add a small logo and CTA for audiences who don't know the mascot.
Tips for pest control ads on Meta
Use this on Meta Feed and Google Display for awareness and reach campaigns. Because there is no logo text, add the brand name clearly in the primary text and headline field. Pair it with a retargeting ad that includes an offer or inspection CTA. For Stories, extend the green background vertically and move the mascot lower. Test the same line with an animated mallet tap for Reels.
About this creative
The creative uses a flat, saturated green background. On the left, the headline 'WE SHOW UP SO TERMITES DON'T.' is stacked in five lines of tall, condensed yellow capitals. On the right stands Western Exterminator's long-running mascot, a small man in a top hat, black suit and grey trousers, with a large white mallet tucked behind his back. He bends forward, wagging a finger at a tiny black termite at his feet. There is no logo lockup, offer or CTA on the image; the mascot itself acts as the brand signature for people who know it. The wordplay contrasts the reliability of the company showing up with the hope that termites never show up, framing the service as prevention rather than emergency treatment. The flat illustration style feels modern and clean while still honoring the brand's vintage character.
Meta ad · 338 × 600 · Pest Control
Western Exterminator 'We Show Up' Termite Ad Breakdown
This square Western Exterminator ad sets the line 'We show up so termites don't.' in bold yellow type on bright green, next to the brand's top-hatted mascot inspecting a tiny termite. It is a minimal, brand-driven format for Meta and Google Display that uses wordplay and a heritage character to make termite prevention memorable.
Added
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Details
Ad copy
Primary text
We show up so termites don't. Western Exterminator's experts inspect, protect and prevent termite damage before it starts. Schedule your termite inspection today.
Description
Proactive termite protection from Western Exterminator.
On-image text
WE SHOW UP SO TERMITES DON'T.
Headline ideas for this template
- 1We Show Up So Termites Don't
- 2Termite Prevention That Never Takes a Day Off
- 3Stop Termites Before They Show Up
- 4Your Home's Best Defense Against Termites
- 5Reliable Pros, Termite-Free Homes
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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