A client came back for a second set of Meta ads. Best review there is.
Home equity loans are a hard niche. People don't trust easily.
So I tested 12+ concepts. One of the strongest was a simple pillow.
My guess: most loan ads sell numbers, the pillow sells calm.
Next round: more feelings, fewer numbers.
Love this! "Most loan ads sell numbers, the pillow sells calm" - that's a killer insight. Trust-based niches need emotion over data. Testing 12 concepts to find the calm angle is why your client came back. Inspiring!