About the client and goal TradeUp is an HVAC training program for people entering the skilled trades. The goal was to create Meta lead-generation ad creatives that make the tuition-covered training offer, 10-day apprentice-ready path, and career opportunity clear, then drive applications across feed and story placements.

TradeUp is a trade training program that helps people start a career in HVAC and the skilled trades with no degree and no debt. I designed a full set of social media ad creatives and paid social ads to drive applications for the program on Meta (Facebook Ads and Instagram Ads). The set includes static ads, banner ads, feed ads and story ads in several formats.

The goal was to speak to people who want a stable, well paid career without college debt, and turn that into lead generation creative that gets them to hit Apply Now. The look is bold and blue collar: dark and white layouts with TradeUp orange, strong condensed headlines and real, authentic worker photography.

Income Promise Ads: "$61K/year Starts Here. Training's On Us." Big salary message, a clear 10 day certification offer and a direct call to action.

Urgency Ads: "10 Days. Apprentice-Ready." and "We Pay Your HVAC Tuition." Tuition covered, $8,000 value and only 10 spots left, to push fast applications.

Story Ads: "He Started 3 Months Ago. Now He's Making $5K/Month." A testimonial style concept with a worker on the job, built to make the result feel real and reachable.

Objection Handling Ads: "No Degree. No Debt. No Problem." Removes the two biggest fears of career changers in one line.

Every concept comes in square, vertical and story sizes, with light and dark versions, so the media buying team can test creative variations across all placements and find the winner faster.

I have 12 years of experience in graphic design and brand design, with a focus on ad creatives for education, recruitment, fintech, DTC and e-commerce brands. If you need performance creative that fills your funnel, let's talk.

Social Media Ads, Ad Design, Facebook Ads, Instagram Ads, Lead Generation, Recruitment Ads, Education Ads, Performance Creative, Banner Design, Static Ads, Graphic Design, Campaign Design