Bear North Digital  ·  Crawl Space Doctors
Meta Ads Creative Brief · June 2026

Be the honest crew in a feed full of franchises.

A Meta creative program for Crawl Space Doctors built on one truth: every competitor in Northeast Georgia is a franchise or national brand selling pressure. We win by being the local owner who shows up, takes photos, and tells you if you don't need anything.

Channel · Facebook + Instagram Objective · Free Inspection Leads Status · NET-NEW CHANNEL Avg Job · $12,000 Area · Athens · Gainesville · Augusta
01 · THE WEDGE

Why we win

Polished franchise ads dominate this category. Their reputation is high-pressure, commission-driven sales. That reputation is our opening.

No Franchise

You deal directly with the owner, Dustin. Not a call center, not a regional sales rep.

No Upsell

"We tell you what you need, not what you want to hear. We'll tell you if you don't need to spend money."

Local Georgia

A crew that knows Georgia humidity and Georgia housing stock. First, fast, and from here.

Honest Pricing

We break everything down so you fully understand what you're paying for. In plain English.

02 · THE INSIGHT

The two fears

Most people never look in their crawl space. The fear isn't just what's down there. It's getting ripped off by the guy they call to fix it.
1
Fear of what's under the houseMoisture, mold, musty air, sagging floors, pests. Out of sight, growing worse.
2
Fear of the contractorWill they invent problems to sell a $12k job? Will they pressure me?
The unlockFree inspection kills the cost risk. Our no-upsell promise kills the trust risk. Booking feels safe. Franchises can't credibly claim both.
03 · THE MARKET

Competitor swipe file

13 crawl space, foundation & basement advertisers pulled live from the Meta Ad Library, June 2026. Click any advertiser to open its ad.

Advertiser (click to view)Dominant angleFormatRead
R&R Foundation"Half your home's air comes from the crawl space" + benefit stackBefore/AfterStrongest copy
JES (Groundworks)Symptom checklist → branded "Settle Stop System"VideoWell structured
Ohio Basement (Groundworks)"Half your air" + objection handlingVideoHandles reluctance
RhinoLift"Break the contractor stereotype," educate, empathyStaticRunning our angle
Stapleton FoundationTransparency: "what needs done, what can wait"Before/AfterSoft version of us
BAY Crawl SpaceFree inspection + free photo tour, 1,500+ reviewsVideoProven (since 2023)
Coastal Crawl Space"Nasty crawl space?" symptom list + free inspectionBefore/AfterAgency boilerplate
Healthy BasementUsable space / storage + financingVideoOnly one on financing
Attic Projects"Don't let issues overtake your home"VideoEvergreen
Master FoundationSoft reassurance, "your local experts"VideoGentle tone
Paul's Basement30 yrs, family owned, emoji-heavyStaticBlue-collar
TFS FoundationUrgency: "the longer you wait, the worse it gets"CarouselGeneric
Crawlspace SpecialistDIY-ish, vanity numberStaticWeak

Designer note: each link opens the live ad in Meta's Ad Library (login may be required). To browse every active ad from an advertiser, open the link then click "See all ads" on their page.

Reference comps we matched the creative to

The three competitor ads that set the visual bar for our three static styles. Click to view the source ad.

Key Finding

RhinoLift is already running our angle. So we go harder and more human.

RhinoLift's foundation ad says it wants to "break the contractor stereotype" with "expertise meets empathy" and "educating our customers." That's the same honest-alternative wedge. But they claim it in vague agency adjectives. They tell, they don't show.

That doesn't kill our angle. It sharpens the execution: don't say "we break the contractor stereotype." Prove it. Real owner on camera, a named no-upsell promise, real photos of your crawl space. Specific and human beats abstract and corporate every time. And no competitor in this set is running owner-UGC video, so C1 stands out twice over.

Them (RhinoLift)

"Expertise meets empathy. Passionate about delivering excellence and precision." Anonymous. Stock. Adjective soup.

Us (CSD)

Dustin on camera: "I'll go under your house, take photos, and tell you honestly if you don't need anything." Named. Real. Specific.

04 · MESSAGING

Angles, ranked

Where to spend the budget and why. The top two are our clearest separation from the franchises.

1

The honesty wedge

"We'll tell you if you don't need anything." Owner-direct, no franchise.

Lead
2

Before / after proof

Dirty, wet, sagging → clean, dry, sealed. Visual-led, minimal copy.

Lead
3

The hidden-air education hook

"Up to half the air you breathe at home comes from the crawl space." Category-proven control.

Control
4

Symptom checklist

Musty smell, sagging floors, sticking doors, high humidity, pests. "Two or more? Book."

Test
5

Georgia local + climate

"Georgia humidity is brutal on crawl spaces. We're a local crew, not a call center."

Test
05 · THE CREATIVE

Five concepts to test

Static ads below are fully designed and run-ready. Video concepts show storyboards plus a feed preview. Photography is AI-generated to match the comp look; swap real CSD job photos for production.

05A · STATIC ADS

Three styles, ready to run

Same free-inspection offer, three creative directions to test head to head. Built to match the strongest lead-gen looks in the swipe file.

Style 1Comic pop-art crawl space ad
Comic / pop-art
"Mold, Moisture & Musty Smells?"
The Stapleton-style scroll-stopper. Real crawl-space photo, comic burst, CSD mascot, red halftone frame. Highest thumb-stop and the most differentiated. Leans on the mascot CSD already has.
Style 2Before and after crawl space ad
Clean before / after
Dirty to sealed, side by side
The polished, trustworthy split-screen (BAY / JES look). On-brand with the clean medical feel. The proof format that converts across the whole category.
Style 3Raw authentic crawl space ad
Raw authentic
One real, ugly job photo
The Coastal / R&R look. A single gritty phone shot with a minimal text bar. Reads as a real local contractor, not an agency. Cheapest to produce, strong for cold reach.
C1Owner UGC Video · 9:16 · 25-30s

"We'll tell you if you don't need us."

The flagship. Dustin to camera making the no-upsell promise, intercut with B-roll of an inspection. This is the angle RhinoLift only gestures at, made real by putting the actual owner on screen. No competitor in this set runs owner-UGC video.

Angle · Honesty wedgePriority · Lead budgetCTA · Book Now
00–03s
"Most crawl space companies sell you the biggest job."
Dustin to camera
HookOwner, branded shirt, job site. Pattern interrupt.
03–12s
I take photos and show you what's down there.
B-roll: under house w/ flashlight
ProofInspection footage, phone camera capturing.
12–22s
"Don't need anything? I'll tell you that too."
Back to Dustin
PromiseThe no-upsell line. The whole ad.
22–30s
Free inspection. No pressure.
706-236-7368 · Tap to book
End cardLogo, offer, tracked number.
Crawl Space Doctors
Sponsored · 🌐
Most crawl space companies make money selling you the biggest job. That's not how we work. Book a free inspection and the owner himself shows you what's really down there. We'll even tell you if you don't need anything. 👇
▶ 0:04
"We'll tell you if you don't need us."
Owner UGC · captions on
👍 Like💬 Comment↪ Share
C1 · Feed preview
C4Before / After Carousel · 1:1 · 3-4 cards

"Look what was under this Athens home."

The strongest visual format in the category, and CSD has real project photos. Swipe from grime to sealed white. Use real CSD jobs only, tagged by city for local proof. Card 4 closes on the offer.

Angle · Before/after proofPriority · Lead budgetPhotos · Real CSD jobs
BEFORE
Card 1Torn vapor barrier, exposed dirt, standing moisture.
AFTER
Card 2Clean, sealed, bright. Dehumidifier in frame.
BEFORE
2nd job, for consistency
Card 3Second before/after pair. Proof it's repeatable.
OFFER
Free inspection. No pressure.
706-236-7368 · Tap to book
Card 4Offer + tracked number close.
Crawl Space Doctors
Sponsored · 🌐
This is a real crawl space we sealed right here in Georgia. Swipe for the before and after. Damp and musty turned dry and clean. Got a smell you can't track down? It's usually under your feet. Free inspection, real photos, no pressure.
Crawl Space Doctors before and after static ad
👍 Like💬 Comment↪ Share
C4 · Finished static ad (generated)
C2Explainer Video · 9:16 · 20-25s

"Half the air you breathe starts down here."

The category's most-repeated hook (R&R, Ohio Basement) because it works. We run it as the safe control, then close with the honesty line so even the proven angle carries our brand.

Angle · Hidden-air educationPriority · ControlVO · Dustin or VO
00–03s
Most homeowners don't know this.
Dark crawl space, slow push-in
HookCuriosity gap over moody footage.
03–09s
Up to 50% of your home's air rises from here.
Animated arrow: crawl space → home
EducationThe fact. Damp = you're breathing it.
09–18s
Sealed = dry, healthy home.
Clean encapsulation reveal
SolutionEncapsulation locks moisture out.
18–25s
Free inspection. Honest answer.
Athens · Gainesville · Augusta
End cardLocal + free + tap to book.
Crawl Space Doctors
Sponsored · 🌐
Here's something most homeowners don't know: up to half the air you breathe at home rises from your crawl space. If it's damp or moldy down there, that's what your family is breathing. We'll inspect yours free and tell you honestly what it needs, if anything.
▶ 0:06
Up to 50% of your air starts here.
Explainer · captions on
👍 Like💬 Comment↪ Share
C2 · Feed preview
C3Symptom Checklist · Static · 1:1

"Is your crawl space the problem?"

Text-forward static built on the JES-style symptom hook, but pointed at crawl space, not foundation. Cheap to produce, easy to test variants. Scannable on a phone in under two seconds.

Angle · Symptom checklistPriority · TestBuild · Static graphic
Variant A
6 signs, red checks, "2+? Book."
Layout AFull checklist over dark texture.
Variant B
Split: checklist left, clean crawl right
Layout BChecklist + finished-work photo.
Crawl Space Doctors
Sponsored · 🌐
You don't see your crawl space, so it's easy to ignore. But the signs show up in your house. Two or more of these? We'll take a look, free, and tell you honestly if you need anything.
Crawl Space Doctors symptom checklist static ad
👍 Like💬 Comment↪ Share
C3 · Finished static ad (generated)
C5Local Video · 9:16 · 15-20s

"Georgia humidity is brutal. It's worse under your house."

Fast, punchy, local. A low-cost variant that leans on climate and "local crew, not a call center." Good for broad reach and cheap thumb-stop testing.

Angle · Local + climatePriority · TestLength · Shortest cut
00–03s
Georgia humidity is brutal.
Heat shimmer / weather b-roll
HookLocal truth everyone agrees with.
03–09s
Warm, wet air gets trapped down here.
Condensation, wet barrier
ProblemWhere mold and smells start.
09–15s
Local crew. Not a call center.
Crew + branded truck
DifferentiatorLocal, fast, free photos.
15–20s
Free inspection. No pressure.
706-236-7368 · Tap to book
End cardOffer + number.
Crawl Space Doctors
Sponsored · 🌐
Georgia humidity is brutal, and it's even worse under your house. Trapped, wet air is where mold, musty smells, and sagging floors start. We're a local Georgia crew, not a call center. Free inspection, real photos, no pressure.
▶ 0:11
Local crew. Not a call center.
Local video · captions on
👍 Like💬 Comment↪ Share
C5 · Feed preview
06 · PRODUCTION SCRIPTS

Shoot-ready scripts

All video: vertical 9:16, captions burned in (most watch muted), face or motion in the first second.

C1 · "We'll tell you if you don't need us"

Owner UGC · 25-30s · Flagship
0–3s
"Most crawl space companies make money by selling you the biggest job they can. That's not how we work."Dustin to camera, branded shirt, outdoors or job site. Natural, not stiff.
3–9s
"When you book a free inspection, I go under your house, take photos, and show you exactly what's going on down there."B-roll: Dustin heading under a house with a flashlight and phone camera.
9–16s
"If it's bad, I'll tell you, and I'll break down what it costs in plain English. And if you don't need anything? I'll tell you that too. For free."Back to Dustin.
16–22s
"We encapsulate, we handle moisture and mold, and we fix the actual problem. No franchise. You deal with me."B-roll: clean, finished encapsulated crawl space.
22–30s
"Crawl Space Doctors. Free inspection, no pressure. Tap to book or call 706-236-7368."End card: logo, offer, tracked number. On-screen beats: "No upsells." / "Real photos of YOUR crawl space." / "We'll tell you if you don't need us."

C2 · "Half the air you breathe"

Explainer · 20-25s · Control
0–3s
"Here's something most homeowners don't know."Hook over dark crawl space footage, slow push-in.
3–9s
"Up to half the air you breathe inside your home rises up from your crawl space. If it's damp, musty, or moldy down there, that's what you and your family are breathing every day."Animated arrow: crawl space air rising into the home.
9–15s
"Encapsulation seals it off. It locks out moisture, stops mold at the source, and dries out your whole home."B-roll: moisture / failed barrier, then clean install reveal.
15–22s
"We're Crawl Space Doctors, a local Georgia crew. We'll come inspect yours for free and tell you honestly what it needs, if anything."
22–25s
"Free inspection. Athens, Gainesville, Augusta. Tap to book."End card.

C5 · "Georgia humidity"

Local · 15-20s · Test
0–3s
"Georgia humidity is brutal. And it's even worse under your house."Heat shimmer / weather b-roll into crawl space.
3–9s
"Warm, wet air gets trapped in your crawl space, and that's where mold, musty smells, and sagging floors start."B-roll: wet crawl space, condensation, then sealed white encapsulation.
9–15s
"We're a local Georgia crew, not a call center. We'll inspect your crawl space for free and show you exactly what's happening with photos."
15–20s
"Crawl Space Doctors. Free inspection, no pressure. Tap to book or call 706-236-7368."End card.
07 · SEARCH BONUS

Google RSA refresh

Pull the honesty & symptom angles into the live Search campaign. Keep within STAG ad-group rules.

New Headlines

  • We'll Tell You If You Don't Need It
  • Honest Crawl Space Inspections
  • No Franchise. Deal With the Owner.
  • Musty Smell? Check Your Crawl Space
  • Sagging Floors? Free Inspection
  • Local Georgia Crawl Space Crew

New Descriptions

  • We tell you what you need, not what you want to hear. Free crawl space inspection across Athens, Gainesville and Augusta. Call or text 706-236-7368.
  • Damp, musty, or sagging floors? We find the root cause and tell you honestly if you don't need to spend money. Free inspection, no pressure.
08 · GUARDRAILS

Say this, not that

Compliance and brand rules pulled from the CSD marketing strategy. Hard lines.

✓ Lead with

  • Free, no-obligation inspection with real photos
  • "We'll tell you if you don't need anything"
  • No franchise · deal directly with the owner
  • 5-year manufacturer warranty + 100% satisfaction guarantee
  • Local Georgia crew, "always a phone call away"
  • Encapsulation, mold, vapor barriers, insulation
  • ✕ Never say

  • "Licensed & insured" (not confirmed yet)
  • "Lifetime warranty" (use 5-year equipment instead)
  • "24/7" or "always available" (after-hours is voicemail)
  • Financing offers (not offered yet)
  • Review counts / star ratings (CSD is new, no base yet)
  • Foundation repair or fiberglass (not services CSD offers)
  • Hype words: amazing, incredible, best in Georgia. No em dashes.
  • 09 · LAUNCH

    Before we spend a dollar

    Owner footage (C1)Dustin to camera. Phone vertical is fine. Authenticity beats polish.

    B-roll libraryInspection, flashlight, photo-taking, moisture, finished encapsulation, dehumidifier, branded truck.

    Before/after pairs (C4)Real CSD jobs, tagged by city. At least 2-3 strong pairs.

    Tracked number / DNIConfirm Meta-specific WhatConverts number with Colleen before launch.

    Landing pageDedicated /lp/ free-inspection page with form + tracked number. Not the homepage.

    Lead form decisionInstant Form vs site form. Recommend site-form test first for lead quality.

    Logo + brand kitSVG / high-res PNG for end cards. Confirm colors and fonts.

    Budget splitLead spend on C1 + C4. C2 as control. C3 + C5 cheap tests.

    10 · ASSET PROMPTS

    Prompts to build the creative

    Copy-paste prompts for AI image and video tools (Nano Banana, Veo, Runway, Sora). Generate B-roll and stills. Shoot the real people.

    Read first

    The owner must be real. C1's whole power is the actual owner on camera making the no-upsell promise. An AI-generated "owner" would be a fake face attached to an honesty pitch, which kills the angle and is a trust risk. Shoot Dustin on a phone. Authenticity beats polish.

    Use AI for B-roll, environment shots, and before/after stills only. All ad text and on-screen captions are added in post, so every prompt ends with no text, no watermark. Export 9:16 for reels/stories, 1:1 or 4:5 for feed. Append the global style string to each prompt for a consistent look.

    Global style string · append to every prompt
    Style + negative
    Paste at the end of each prompt below
    Style: photorealistic documentary photography, natural color grade, realistic lighting, true-to-life textures, shot on a full-frame camera with a wide lens, high detail, no stylization. Negative: no text, no captions, no watermark, no logos, no brand names, no distorted hands, no extra limbs, no cartoon, no illustration, no oversaturation.
    Photo prompts · stills for before/after, statics & thumbnails
    P1 · Before crawl space
    C4 card 1 · 1:1
    C4
    A dirty, neglected residential crawl space in the American South. Bare dirt floor with torn, sagging black plastic vapor barrier, patches of standing water and damp soil, wooden floor joists overhead with dark water stains and early white mold, drooping fiberglass insulation, dim raking light from a single work lamp, cramped low-clearance view from floor level. Damp, grimy, unsettling. No people.
    P2 · After crawl space
    C4 card 2 · 1:1
    C4
    A fully encapsulated residential crawl space, freshly finished. Bright clean white reinforced vapor barrier covering the entire floor and walls seamlessly with neatly taped seams, a white commercial dehumidifier installed in the center with a tidy condensate line, clean wooden joists overhead, bright even LED lighting, completely dry and pristine, professional finish. Crisp, reassuring, spotless. No people.
    P3 · Inspection in progress
    B-roll still · 9:16
    C1
    A professional crawl space technician in a plain work shirt and a headlamp, on hands and knees under a house, holding a flashlight in one hand and a smartphone in the other, photographing a floor joist. Low-clearance crawl space, dirt floor, a hard beam of flashlight light cutting through the dark, a sense of careful inspection. Candid, documentary, trustworthy. Face turned away or in profile, plain clothing.
    P4 · Dehumidifier install
    Equipment detail · 1:1
    C2
    Close-up of a white commercial crawl space dehumidifier unit installed on the bright white encapsulated floor of a clean crawl space, a neat condensate drain line running off to the side, clean ducting, soft even light, shallow depth of field. Professional, high-quality, reassuring. No people.
    P5 · Mold & moisture detail
    Symptom proof · 1:1
    C3
    Macro photograph of the underside of a wooden floor joist in a crawl space showing patchy white and grey mold growth and dark water staining, beads of condensation, slightly out-of-focus dark background, a single work light. Documentary, clinical, a little alarming. No people.
    P6 · Georgia home exterior
    Lifestyle / context · 4:5
    C5
    A modest single-story brick ranch home with a crawl-space foundation on a humid summer day in suburban Georgia, lush green lawn and tall pines, soft haze in the warm air, bright overcast light, a normal lived-in family home. Calm, relatable, local. No people, no readable signage.
    Video prompts · 5-8s clips to assemble per concept
    V1 · Crawl space push-in
    C2 hook · 9:16 · 5s
    C2
    Slow cinematic push-in toward the dark open access hatch of a residential crawl space, dust motes drifting in a single shaft of light, deep shadows, quiet and ominous, handheld documentary feel. Camera moves slowly forward into the dark. No people, no text.
    V2 · Clean reveal pan
    C2 solution · 9:16 · 6s
    C2
    Smooth slow pan across a freshly encapsulated crawl space, bright clean white vapor barrier on floor and walls, a white dehumidifier quietly running, dry and immaculate, soft even light, satisfying transformation reveal, cinematic. Camera glides left to right. No people, no text.
    V3 · Georgia humidity
    C5 hook · 9:16 · 5s
    C5
    Cinematic shot of heat shimmer rising off a quiet suburban street on a hot, humid Southern summer day, lush green trees and pines, bright hazy sunlight, a heavy still atmosphere, slight lens compression. Locked-off or slow drift. No people, no readable signage, no text.
    V4 · Condensation macro
    C5 problem · 9:16 · 5s
    C5
    Macro slow-motion of water droplets and condensation forming and trickling down a black plastic vapor barrier and a damp wooden joist in a dim crawl space, glistening in a low work light, moisture catching the light. Shallow focus, slow drips. No people, no text.
    V5 · Inspection B-roll
    C1 proof · 9:16 · 6s
    C1
    Handheld documentary clip of a crawl space technician in plain workwear and a headlamp crawling under a house with a flashlight, sweeping the beam across joists and a dirt floor, pausing to photograph a problem area with a phone. Authentic, gritty, real. Face turned away or in profile. No text.
    V6 · Van pulls up
    C5 local · 9:16 · 6s
    C5
    A plain white work van pulling into a suburban Georgia driveway in soft morning light, a technician in workwear stepping out and grabbing equipment from the back, relaxed small-business local feel, lush green yard. Documentary, warm. No readable text or logos on the van.
    11 · MEASUREMENT

    How we'll judge it

    CPL
    Primary · cost per qualified lead (calls ≥40s + forms)
    3-sec%
    Creative read · thumb-stop / hook rate by concept
    CPI
    Cost per booked inspection
    $12k×
    True north · cost per closed job

    Let each concept gather enough spend before judging. Kill the weakest, scale C1 and C4 if they lead, as expected. Pipe results into LUMEN monthly reporting alongside Search + LSA.