"Versmos team is super talented and very quick. Easy to work with and gets the vibe effortlessly." - Dilpreet Kaur Founder & CEO at South Asian Today
Case study
Two paid-social variants for a home improvement contractor, cut from a supplied asset library with motion carrying the beats the footage didn't.
Versmos worked on this one white-label. Salty's Media engaged us and briefed the job; All States Home Improvement, the installing Gutter Cap dealer, was Salty's client. The scripts, the footage library and the brand assets all reached us through Salty's Media, so every reference to the client brief below came down that route.
All States Home Improvement is a family-run remodeling contractor in Wichita, Kansas. They cover bathrooms, kitchens, siding, roofing, windows, doors, decks and gutters, and they sell under the line "Let Our Family Work For Yours."
The product in these ads is Gutter Cap — a factory-direct gutter protection system sold through a dealer network and carrying a transferable lifetime warranty. All States is the installing dealer. That distinction shaped the work: the ads had to sell a national product and a local installer at the same time, without either one swamping the other.
The ask was two direct-response video ads for a homeowner audience, built from scripts the client had already written. The category problem is straightforward and well understood by everyone selling into it: nobody wants to think about gutters. Clogged gutters are invisible until they cause damage to a roof, fascia or foundation, and cleaning them is a chore homeowners postpone rather than solve.
Gutter Cap's own marketing opens on the problem — a photograph of a clogged gutter and the question "do your gutters look like this?" We kept that logic. The ad has to make an ignored problem visible in the first two seconds, then present the cap as the permanent version of a job the viewer is currently doing by hand, badly, once a year.
A reference edit is the most useful thing a client can send. It removes an entire round of stylistic guesswork — we are matching a target instead of proposing one. It also changes what the first cut is for: the conversation becomes "is this the right execution" rather than "is this the right direction."
The scripts were built to run as a pair. Producing them as genuine variants — differing in opening, pacing and emphasis rather than in colour grade — is what makes a paid test readable. Two near-identical cuts tell you nothing about which message worked.
Both ads open on the failure state, not the brand. Homeowners scrolling past do not have a gutter-protection problem in their heads; they have a memory of standing on a ladder. The opening has to reach that memory before it can sell anything.
Direct-response video in home services runs on autoplay in muted feeds. Every claim in the script carries a visual and a text treatment, so the ad works with audio off and gains from audio on rather than depending on it.
Gutter Cap carries the product credibility — lifetime warranty, factory-direct manufacturing. All States carries the local trust and the phone number. We kept the product story in the middle of the ad and the installer in the resolution, so the viewer learns what the thing is before being asked who to call.
Everything was cut from the client's existing library. Where the footage did not cover a beat in the script we used motion graphics and text treatment to carry it rather than dropping the line. Working inside a fixed asset library is the normal condition of home services ad production, and the skill is in the edit rather than in requesting a reshoot.
The campaign these ads ran in delivered 91 website leads at $125.13 per lead, from a reach of 43,854.
Creative is one input in a paid campaign alongside targeting, budget, landing page and offer. These are the campaign's numbers, and our creative ran in it.
