Your live script, then a single-variable ladder built on it. Ads 1 to 3 are the SAME script with named phrases swapped, never rewritten. Ads 4 and 5 are Connor's own copy, run as he gave it.
20260814_Bellevue Contractor Follow Ad, they don't replace it. Connor: “let's keep running it, but let's split test it against some new stuff.” One on-avatar follow so far and the lowest cost per follow in the account.[1] CALLOUT + PROBLEM
Contractors in Bellevue, you've got great reviews, and quality work, but you know your social media is lacking, costing you 10's of thousands in potential new clients every single month to your competitors who ARE taking this seriously.
[2] SOLUTION + FIRST ASK
If you want to learn how to get in front of the right homeowners using social media, give me a follow because that's exactly what I help contractors like you do.
[3] PROOF · isolated take
Like the insulation company I'm shooting for right now, and the remodeler I built a whole social media system for.
[4] CTA
If you want to become the best known contractor here in the Bellevue, tap the follow button and I'll show you exactly how it's done.
Visual Office talking-head plus Puget Sound jobsite B-roll. Proof line shot as its own isolated take so it swaps in the edit without a reshoot.
[1] CALLOUT + PROBLEM
Contractors in Bellevue, you've got great reviews, and quality work, but you know your Instagram is lacking, costing you 10's of thousands in potential new clients every single month to your competitors who have already plugged this system into their business.
[2] SOLUTION + FIRST ASK
If you want to learn how to get in front of the right homeowners using Instagram, give me a follow because that's exactly what I help contractors here in Bellevue do.
[3] PROOF · unchanged, isolated take
Like the insulation company I'm shooting for right now, and the remodeler I built a whole social media system for.
[4] CTA
If you want to become the best known contractor here in Bellevue, tap the follow button and I'll show you exactly how it's done. Your competitors here are already building this, and that window doesn't stay open forever.
Visual Same setup as the live ad. Underlined text is what changed. Nothing else moves, so you can reuse the same location and blocking.
[1] CALLOUT + PROBLEM
Contractors in Bellevue, you've got great reviews, and quality work, but you know your Instagram is lacking, and you're losing jobs you should be winning to companies that aren't better than you, they're just better known, to competitors who have already plugged this system into their business.
[2] [3] [4] · identical to Ad 1, word for word
Visual Shoot beat [1] fresh. Beats 2, 3 and 4 are the same takes as Ad 1, so this is one extra setup, not a second shoot.
[1] CALLOUT + PROBLEM
Contractors, roofers, HVAC, and home service businesses here in Bellevue, you've got great reviews, and quality work, but you know your Instagram is lacking, costing you 10's of thousands in potential new clients every single month to your competitors who have already plugged this system into their business.
[2] SOLUTION + FIRST ASK
If you want to learn how to get in front of the right homeowners using Instagram, give me a follow because that's exactly what I help service businesses here in Bellevue do.
[3] [4] · identical to Ad 1, word for word
Visual Needs b-roll behind each trade named in the callout. Cut the list to the footage you actually have.
Hey Bellevue contractors.
If you're tired of competing on price, and tired of homeowners shopping you against guys who do worse work, when you know you're the best in this city, here's why that keeps happening.
They come to your Instagram, and you look like everybody else.
You have to stand out. I do that with one local ad and one simple organic content system called the Local Authority System.
I'm not another agency, and I'm not another video production company.
This is a system almost nobody in Bellevue is running yet, and it's going to be somebody's advantage here next year. There's only so much time before everyone finds out about it.
Tap follow and I'll show you exactly how it works.
Visual The most talk-forward of the five. Best candidate for the raw phone YAP version Connor asked for. Shoot it twice, once properly and once handheld on the phone with no edit, and run them against each other as a format test.
If you own a local service business in Bellevue, your Instagram is probably one of the most underutilized assets in your business.
Most businesses treat Instagram like a portfolio.
Post a project here. A team photo there. Maybe a video every couple weeks.
And then wonder why it doesn't bring them any business.
But what if instead, you turned your Instagram into an actual sales funnel?
Where the right people in Bellevue see your face and your business over and over again.
They consume your content. They get to know you. They start trusting you.
And when they finally need a contractor, you're the first company they think of.
That's the system we help local businesses install.
We combine strategic video content with simple local Instagram ads to help you become the obvious choice in your market.
Not another complicated lead gen funnel that costs tens of thousands of dollars just to get your first lead.
Not another agency promising you 100 leads who don't buy.
Just consistently getting your business in front of the right people and building a brand people actually want to buy from.
If you're a contractor in Bellevue and you want to see how we're doing this, follow me. I'm breaking down the entire strategy right here.
Visual The longest and most list-driven of the five, so it needs the most coverage. The “post a project here, a team photo there” beat wants b-roll of an actual neglected local business profile on a phone screen. The three “not another...” lines want hard cuts. CTA to camera.
| Change | Why | |
|---|---|---|
| 1 | Say Instagram, never “social media” | Kills the “is this TikTok? Next Door?” question on the sales call |
| 2 | Replace the “tens of thousands of dollars” pain | May not sting, and it caps the ad at small operators. A multimillionaire owner isn't moved by another $20k |
| 3 | Pull pain language from real sales-call transcripts | Their words, not a guess at their words |
| 4 | “taking it seriously” → “installed the system” | They can hire any agency to take it seriously. They can't install YOUR system anywhere else |
| 5 | Add fear + scarcity | “Your competitors are building this right now and the window doesn't last” |
| 6 | Second location callout in the proof beat | “That's exactly what I help contractors HERE IN BELLEVUE do.” Also helps delivery |
| 7 | Broaden the avatar in ONE variant only | See the tension note at the bottom. Ad 3 is the broad one |
| 8 | Tighten the two slow cuts | Top of funnel loses people in the gaps |
| 9 | Split test, never replace | The live ad keeps running |
| 10 | Test a raw phone YAP version | Format is its own variable |
| 11 | Don't reuse one body with swapped hooks per trade | Different trades have different pain. Separate ads, let the algorithm sort delivery |
Keep all of this He praised it unprompted: standing delivery, the energy, the iconic-Bellevue visual hook, the 30-35 second length, and the end flash of client work. That last one was his favourite beat in the whole ad. “Showing them, not telling them.”
IGE/ad-tests/tests.json with its variable and hypothesis before it goes live.Connor said today to broaden the avatar and get cash in the bank. On 7/29 the same coach said generic gets ignored, speak to one to three avatars only, and reported that narrowing his own funnel gave him fewer calls but a lower cost per customer, which he called “all I optimize for.” Ad 3 is the broad bet, Ads 1, 2, 4 and 5 are the narrow bet. The batch tests the disagreement instead of splitting the difference inside one script. Read that result before scaling either direction.
build.py, never hand-edit this file · master copy is the .md