Quick question for anyone running Meta Ads
Quick question for anyone running Meta Ads — are you using situation-specific creative or generic?
Genuinely curious what other people are running because our results changed dramatically when we switched from generic to situation-specific ads.
Before we switched we were running something like "We Buy Houses in Indiana — Cash Offer in 24 Hours — No Repairs No Fees." Cheap leads. A lot of them. But terrible quality — renters, people who were "just curious," sellers who wanted retail value and had no idea what a cash offer actually meant.
Switched to four campaigns each targeting a specific situation:
Inherited property — "Inherited a house you don't want to manage? We'll buy it as-is."
Foreclosure — "Facing foreclosure in Indiana? You may have more options than you think."
Tired landlord — "Done being a landlord? We buy rental properties tenants and all."
General motivated seller — "Need to sell fast? No repairs. No agent fees. Cash offer in 24 hours."
Also added a qualifying question to the lead form — "What best describes your situation?" with dropdown options. This one change reduced unqualified lead volume by about 40% while keeping total lead numbers roughly the same.
Also set up Conversions API to feed lead quality signals back to Meta so the algorithm can optimize toward the leads that actually become appointments and offers rather than just form fills.
The combination of situation-specific creative plus qualifying questions plus Conversions API feedback has been the most impactful Meta Ads change we've made.
What are other people running for creative? Generic or situation specific?