Key takeaways
- Format: Side-by-side before and after of the same house.
- Best for: Any visual service where the result is the selling point.
- Hook: 'From This → To This' with an obvious visual contrast.
- Reuse it: Shoot the same angle before and after every job and drop it in.
Available sizes
What is a before and after ad?
A before and after ad shows the same subject in two states side by side, so the result of using the product is visible at a glance. It's common in skincare, cleaning, fitness and home improvement, but claims shown must be realistic and typical to stay within ad platform policies.
See all before / after ads →Why this before / after ad works
- 01
Proof in one glance
Seeing the same house transformed is more convincing than any claim. Viewers grasp the value instantly without reading.
- 02
Matching angles sell authenticity
The same chimney, windows and shutters on both sides confirm it is a real job. That consistency builds trust in the result.
- 03
Light reinforces the story
A dull sky before and a bright blue sky after make the change feel even bigger. Emotion follows the visual mood.
- 04
Social proof in the caption
'Another Central Ohio home' implies many satisfied local customers. 'Yours could be next' turns that into a personal invitation.
Full creative breakdown
Who this ad targets
The ad targets Central Ohio homeowners whose roofs look worn, patchy or dated, especially older houses with original shingles. They may be weighing repair against replacement and want to see what a new roof would actually look like. It works for cold local audiences and is especially effective for retargeting people who visited the roofing page or opened a lead form but did not submit.
Copywriting analysis
The copy is minimal because the image does the persuading. 'Central Ohio Roof Transformations' sets local context and frames the image as a series, implying many such jobs. 'From This → To This' is a familiar, conversational structure that tells the viewer exactly how to read the image. The arrow replaces words and leads the eye left to right. The caption adds social proof with 'Another', while 'protected' frames a roof as security, not just appearance. 'Yours could be next' is a soft, inviting close. The call to action, 'Get Your Free Quote', removes cost from the first step.
Visual design
The design uses a clean vertical split with a thin divider, giving equal weight to before and after. A black band at the top holds bold condensed uppercase type, with white for 'before' and red for 'after' to colour-code the transformation. The photos share an identical angle and framing. A black gradient at the bottom keeps the caption legible, and a red slanted bar and logo anchor the footer, matching the brand's campaign style.
How to adapt this template for your brand
- Photograph the house from the same spot before and after the job.
- Place the two photos side by side with a thin divider.
- Add a 'From This → To This' headline with colour-coded text.
- Write a one-line caption with local social proof.
- Close with a free quote call to action in a high-contrast bar.
Tips for roofing ads on Meta
On Meta, before and after creatives perform well in feed and are easy to turn into a short Reels video by sliding from one image to the other. Make sure the photos are genuine and not misleading to stay within Meta's advertising policies. Run several transformations as a carousel to show volume of work, and use location targeting to keep the 'Central Ohio' message relevant.
About this creative
This square ad from Allstate Roofing uses a classic before and after split. A small header reads 'Central Ohio Roof Transformations', above a large headline: 'From This' in white, a red arrow, and 'To This' in red. The image beneath is divided vertically. On the left, the house has a weathered grey shingle roof with several missing and lifted shingles, dark patches and a satellite dish, under a dull sky. On the right, the same house, with matching white siding, black shutters and red brick chimney, wears a uniform dark new roof under a bright blue sky. The lighting shift reinforces the feeling of improvement. A caption at the bottom reads 'Another Central Ohio Home protected by Allstate Exteriors. Yours could be next.', with the last line in red. A red slanted bar carries 'Get Your Free Quote', and the logo sits bottom right. The format makes the value of the service obvious without explanation.
Meta ad · 338 × 600 · Roofing
Roofing Ad Template: From This to This Before and After
This square Meta ad from Allstate Roofing shows a split-screen before and after of the same house: worn, patchy shingles on the left and a clean new roof on the right. The headline 'From This → To This' frames the transformation. Use it as a template for roofing, siding or any visual home improvement service.
Added
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Details
Ad copy
Primary text
From worn, patchy shingles to a clean new roof – this is what a roof replacement from Allstate Roofing looks like. Another Central Ohio home protected. Yours could be next. Get your free quote today.
Description
Free roof replacement quotes in Central Ohio
On-image text
CENTRAL OHIO ROOF TRANSFORMATIONS | FROM THIS → TO THIS | Another CENTRAL OHIO HOME protected by ALLSTATE EXTERIORS. Yours could be next. | GET YOUR FREE QUOTE | ALLSTATE Exteriors
Headline ideas for this template
- 1See What a New Roof Really Looks Like
- 2Before and After: A Central Ohio Roof Makeover
- 3Your Roof Could Look Like This
- 4Worn Out to Brand New in Days
- 5Real Roof Transformations Near You
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
