01Step 1 of 5
You send the library, not a shot list
Job-site clips, drone passes, manufacturer product footage from the dealer portal, past ads, logos. We work out what is usable. Nothing needs to be organised before it reaches us.
"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
Solutions / Home services
Video ads for home services contractors
Ads for roofing, gutters, siding, windows and remodeling — built from the footage a contractor already has rather than from a shoot day nobody scheduled.
- Who this is for
- Roofing, gutter, siding, window, HVAC and remodeling contractors
- Proof
- Two Gutter Cap direct-response ads for an installing dealer
- Starting point
- Your existing footage library, not a production schedule
01The problem
Nobody wakes up wanting to think about their gutters.
Home services demand is event-driven. A homeowner does not shop for gutter protection, a new roof or replacement windows the way they shop for a jacket — they think about it when something fails, and the rest of the year the problem is invisible. That is the actual creative brief in this category: an ad has to make an ignored problem visible in the first two seconds, before it has earned the right to sell anything.
The second constraint is production reality. Contractors do not have a footage budget sitting idle. What exists is a phone full of job-site clips, whatever the manufacturer supplies through the dealer portal, a logo, and possibly an old ad. The work is making a direct-response ad out of that library, and using motion and text treatment to carry the script beats the footage does not cover — rather than dropping the line or asking for a reshoot that will not happen.
The third is one most agencies underestimate: the ad plays muted, on autoplay, in a feed, to someone who is not looking for you. Sound-off is the default condition, not a fallback. And if you install a national product under your own local name, the ad has to sell both the product and the installer without either one swallowing the other.
02What you get
What we make for contractors
All of it cut from supplied assets. Versmos does not send a crew — the skill in this category sits in the edit, inside a fixed library.
- 01
Direct-response paid social ads
Built to open on the failure state rather than on a brand mark — the clogged gutter, the stained ceiling, the ladder the homeowner remembers standing on. The product arrives after the problem has landed.
- 02
Genuine variants for a readable test
Two cuts that differ in opening, pacing and emphasis rather than in colour grade. Two near-identical versions tell a media buyer nothing about which message worked, which is the whole point of running a pair.
- 03
Sound-off treatments
Every claim in the script carries a visual and a text treatment, so the ad works with audio off and gains from audio on instead of depending on it. Captions are burned in on every version.
- 04
Manufacturer and dealer brand hierarchy
Where you install a national product under a local name, the product story sits in the middle of the ad and the installer sits in the resolution — the viewer learns what the thing is before being asked who to call.
- 05
Customer testimonial edits
A long, unstructured interview cut down to the moments that actually carry proof. The speaker stays plain and on screen; a homeowner choosing a contractor is making a decision they cannot easily reverse, and dressing the account up costs credibility.
- 06
Placement cutdowns
The same ad delivered in the ratios the buy needs, with the safe areas respected per placement, so nothing critical ends up cropped out of a vertical slot.
03The workflow
How a contractor job actually runs
Contractors are operators. You are on a roof, on a truck or on the phone with a supplier — not sitting in a review tool leaving timestamped comments. The loop is built around that.
02Step 2 of 5
A script or a reference, whichever exists
A reference edit is the most useful thing you can send: it removes an entire round of stylistic guesswork, and turns the first cut into a question about execution rather than direction. If there is no script we work from the offer and the objection you hear most on sales calls.
03Step 3 of 5
One cut back, reviewed by voice
You get one cut, not a menu of options to referee. Notes come back however suits you — a voice note between jobs, or ten minutes on the phone while we take the notes down in one pass.
04Step 4 of 5
Variants built after the first cut lands
The second ad is developed once the first one is right, so the pair differs on purpose rather than by accident. That sequencing is what makes the paid test readable later.
05Step 5 of 5
Delivery to whoever runs the buy
If a media buyer or agency runs your ad account, files go to them in the ratios and naming the account needs, so nothing is renamed or re-exported before it can be uploaded.
04The fit
Who this is a fit for
Contractors running their own paid social
Roofing, gutters, siding, windows, HVAC and remodeling businesses buying leads directly and burning through creative faster than they can replace it.
Dealers selling a manufacturer's product
Installers carrying a national brand with its own warranty and marketing, who need the ad to build the product's credibility and their own phone number at the same time.
Multi-location home services operators
In-house marketing leads who need the same offer cut for several markets without a separate production for each one.
We are not the right fit if: you need a crew on site. Versmos does not shoot — if there is no footage of the work, the product or the customer anywhere in the business, there is nothing for us to build the ad from. We are also not the right fit if you are buying a guaranteed lead volume. Creative is one input in a paid campaign alongside targeting, budget, landing page and offer, and we will not pretend otherwise.
05The scope
What drives scope on a contractor job
Scope here is set by the state of the inputs and the number of genuinely different executions, not by runtime.
- 01
How many real variants, not versions
A ratio cutdown is a version. A different opening, different pacing and a different emphasis is a variant, and each one is its own edit.
- 02
The state of the asset library
A tagged folder of product footage and a phone dump of four hundred unsorted clips are the same brief and a different job.
- 03
Whether a script and a reference exist
A finished script and a reference edit remove a round each. Starting from the offer alone means we are proposing a direction before we cut one.
- 04
Coverage gaps in the footage
Every script beat the library does not cover has to be carried by motion graphics and text treatment instead. More gaps, more built work.
- 05
Two-brand approval
Manufacturer guidelines plus a dealer's own brand means two sets of rules to satisfy and, usually, two people who have to agree.
- 06
Placements in the buy
Each ratio has its own safe area and its own caption layout. The count of placements changes the delivery work, not the creative.
Every one of these is a variable we ask about before quoting anything, because the same thirty-second ad can be two very different jobs depending on the answers.
06Proof of work
The work this page is based on
Two direct-response ads for All States Home Improvement, the installing Gutter Cap dealer, produced white-label through Salty's Media. The case study covers the production decisions in full, including the campaign reporting the ads ran in.
Home improvement - paid social
Two video ads for a gutter protection installer
Two paid-social variants for a home improvement contractor, cut from a supplied asset library with motion carrying the beats the footage didn't.
Read how the two Gutter Cap ads were built from a supplied footage libraryFrequently Asked Questions
Tell us what you install and what you already have on file.
The application asks what the offer is, what footage exists and who runs the ad account. That is enough for us to say whether there is an ad here and what it would take to build it.