Meta Ad Creative Plan (18 Concepts)

May 2026 Refresh + A/B Testing Strategy

Why this exists: Meta ads closed 2 jobs in April at $50/day, but after being paused and relaunched, leads dropped to zero. Creative fatigue + learning phase reset + missing retargeting/lookalike layers are the likely causes. This plan refreshes creative, adds the W3/W4 layers that were never activated, and introduces systematic A/B testing.

Date: May 4, 2026 Brands: AZ Palm Tree Lights (primary) + Trimlight Phoenix (secondary)

---

Part 1: Brand Plate Prompt Sheet (GPT-4o)

These 10 brand plates are the foundation for ALL creative. Generate once, then derive every variant via "edit this image" prompts. Copy-paste directly into ChatGPT GPT-4o.

AZ Palm Tree Lights — 5 Plates

P1 — Hero Entrance (4:5 vertical)

Cinematic wide-angle photograph, vertical 4:5 aspect ratio. Luxury Scottsdale driveway at late twilight (7:15 PM, April). Five tall mature Mexican fan palm trees lined evenly along a long stone-paver driveway leading to a modern single-story desert home. All five palms dramatically uplit from the base with warm amber lighting (2700K), creating dramatic shadow patterns on each trunk. Deep blue-purple twilight sky transitioning to horizon glow. Faint Camelback Mountain silhouette in far background. Clean xeriscaped landscaping — crushed granite, mature agave, large basalt boulders. Subtle warm interior glow through the home's floor-to-ceiling glass. No people, no cars, no text, no watermarks. Editorial real estate photography quality, shallow depth of field on the nearest palm, rich film-emulation color grade with lifted shadows.

P2 — Solo Statement Palm (1:1 square)

Cinematic photograph, 1:1 square aspect ratio. Single tall mature Mexican fan palm tree centered in frame, standing in front of a single-story modern minimalist Scottsdale home at late twilight. Palm uplit from base with warm white lighting (2700K), illuminating the full trunk and lower crown. Deep blue cloudless sky. Clean xeriscaped front yard — crushed granite, single large agave, one low basalt boulder. Stone facade on home, flat roof, no visible windows lit. No people, no text, no watermarks. Photorealistic, editorial quality, shallow depth of field, rich color grade.

P3 — Backyard Resort (4:5 vertical)

Warm cinematic photograph, vertical 4:5 aspect ratio. Luxury Scottsdale backyard at dusk. Kidney-shaped pool with perfectly still reflective water in foreground. Two mature Mexican fan palm trees on either side of the pool deck, each dramatically uplit with warm amber light (2700K) creating symmetric reflections in the water. Travertine pool deck, two modern low-profile lounge chairs, subtle under-water pool light glowing teal. Modern desert home architecture visible in background with warm interior glow through floor-to-ceiling glass walls. Faint Camelback Mountain silhouette on horizon. No people, no text. Aspirational real estate magazine quality, rich color grade, shallow depth of field.

P4 — Street / Neighborhood (4:5 vertical)

Cinematic photograph, vertical 4:5 aspect ratio. Upscale Scottsdale residential cul-de-sac at late twilight, camera positioned slightly elevated looking down the street at an angle. Three adjacent modern desert homes visible along the curve of the cul-de-sac, each with a cluster of 2-3 mature palm trees in the front yard, every palm dramatically uplit with warm amber light (2700K). Deep blue twilight sky, subtle mountain silhouette in far distance. Clean curb, one modern streetlamp emitting soft warm light, paver stone sidewalk. No people, no moving cars, no text. Editorial documentary real estate quality, photorealistic, shallow depth of field on nearest home.

P5 — Close-up Crown (9:16 vertical / Stories)

Cinematic photograph, vertical 9:16 aspect ratio. Ground-level camera looking directly up at the crown of a tall mature Mexican fan palm tree at night. Palm fronds fanned out dramatically against a deep blue-black sky with faint stars. Warm amber uplight (2700K) spills up from below frame, catching individual fronds from underneath and creating a translucent glow through the leaf material. Slight organic lens flare acceptable. Intimate, abstract, cinematic, almost painterly quality. No text, no watermarks.

Trimlight Phoenix — 5 Plates

T1 — Hero Home (4:5 vertical)

Cinematic architectural photograph, vertical 4:5 aspect ratio. Two-story modern Phoenix desert home at late twilight (7:15 PM, April). Full roofline of the home glowing with continuous warm white (3000K) LED light tracing every eave, gable, and peak in clean unbroken lines. Stucco facade in warm sand tone, two-car paver driveway, well-lit entryway with subtle warm porch light, clean desert landscaping with agave and boulders. Deep blue twilight sky transitioning to horizon glow. Faint mountain silhouette in far background. No people, no cars, no text, no watermarks. Photorealistic, editorial real estate photography quality, shallow depth of field on home facade.

T2 — Daytime Invisible (4:5 vertical)

Identical two-story modern Phoenix desert home to the Trimlight Hero Home plate — same exact angle, same composition, same landscaping. Bright afternoon Phoenix daylight (2 PM). Roofline completely clean — no visible bulbs, no dangling cords, no light strips, no hardware visible from ground level. Harsh bright blue sky with strong Arizona sun. No people, no text.

T3 — Neighborhood Row (4:5 vertical)

Cinematic photograph, vertical 4:5 aspect ratio. Three adjacent Phoenix homes at night on a residential street. Only the middle home has a full roofline glowing warm white (3000K) Trimlight — the flanking homes are dark/ordinary. The contrast is the story. Deep twilight sky, clean sidewalks, desert landscaping. No people, no text.

T4 — Front-On Color Base (1:1 square)

Cinematic photograph, 1:1 square aspect ratio. Single modern Phoenix home straight-on at night. Full roofline glowing warm white (3000K). Flat composition maximizes roofline visibility — no dramatic angles. Clean, symmetric, product-photography feel. No people, no text.

T5 — Eave Detail (1:1 square)

Cinematic close-up photograph, 1:1 square aspect ratio. Tight shot of a modern home's eave at night. A discrete Trimlight LED track is tucked neatly under the eave overhang — barely visible hardware, clean installation. The light strip glows warm white, casting soft light downward along the fascia. Stucco texture visible. No bulbs, no wires, no clips visible. Professional installation quality. No text.

Color Variant Edit Prompt (Universal)

Use this after generating any brand plate to create color variants:

Same exact image, same composition, same sky, same landscaping, same everything. Only change: [INSERT COLOR MODIFIER]. Lighting intensity matches the base frame. Keep all other pixels identical.

Color modifiers:

• Ocean Blue: lighting shifts to cool ocean blue (4500K with blue gel effect)
• Sunset Amber: lighting shifts to deep warm sunset amber (2200K)
• Purple/Magenta: lighting shifts to vibrant royal purple with magenta accents
• Christmas: lighting shifts to alternating rich red and deep evergreen
• Halloween: lighting shifts to alternating deep orange and royal purple
• Independence Day: lighting shifts to alternating red, crisp white, and deep navy blue
• ASU: lighting shifts to alternating deep maroon and metallic gold
• Phoenix Suns: lighting shifts to alternating deep purple and bright orange

---

Part 2: Creative Concept Matrix — AZ Palm Tree Lights

Current State (What's Running)

Based on today's call and the campaign plan: ads were paused, then relaunched with likely 2 original creatives. No new concepts since W1 launch in April.

Full Concept Library (18 Concepts)

PHASE 1 — Refresh (Ship This Week)

These replace the stale W1 creatives. Goal: 3 fresh creatives in the cold broad ad set by Wednesday.

PHASE 2 — Expand (Ship Next Week)

Add 3 more concepts to the rotation. Now testing 6 creatives — kill bottom 2 each Monday.

PHASE 3 — Retargeting (Week 3, requires Pixel)

Serve to website visitors 30d + page engagers 14d + IG visitors 14d. Different creative — warmer, more specific.

PHASE 4 — Lookalike Audience (Week 4, requires customer list upload)

Serve to 1% lookalike of VIP Trimlight customers. These are "look like proven buyers" — use highest-converting creative from Phases 1-2.

PHASE 5 — Expansion Concepts (Month 2+)

Bank these for ongoing rotation. Swap in as winners plateau.

---

Part 3: A/B Testing Framework

Testing Philosophy

• Only test one variable at a time — creative OR copy OR audience, never all three
• Minimum 72 hours before any kill/scale decision
• Minimum 1,000 impressions per variant before comparing
• Statistical significance — need 95%+ confidence before declaring a winner (use Meta's built-in "winner" labels or manual CTR comparison)

Test Queue (Priority Order)

Test 1: Creative Format (Week 1)

Hypothesis: Motion (6s video loop) outperforms static images at the same budget

• Control: C1r — Day/Night Split static image
• Variant: C11 — "Your Palms After Dark" 6s video loop
• Metric: CTR (link click) and CPL
• Budget: $25/day each, same ad set, same copy
• Decision: If video CTR > 1.5x static AND CPL < static → shift 70% of budget to video formats

Test 2: Ad Copy Angle (Week 2)

Hypothesis: Question hooks outperform statement hooks

• Control: Variant A copy — "Still looking at dark palm trees every night?"
• Variant: Variant E copy — "Here's what we do: We put color-changing LED lights on your palm trees."
• Same creative (winner from Test 1)
• Metric: CPL
• Decision: Winner becomes default copy for all new creatives

Test 3: Audience Segmentation (Week 3)

Hypothesis: Premium Geo-Only (no interests, age 40-65) outperforms Interest-Based targeting

• Control: Cold Broad — ZIPs + age 35-65 + interests (Houzz, luxury real estate, etc.)
• Variant: Premium Geo — same ZIPs, age 40-65, NO interests (let Meta find the signal)
• Same creative + copy (winners from Tests 1-2)
• Metric: CPL and lead quality (% qualified per Jack's feedback)
• Decision: If Premium Geo CPL is within 20% of Cold Broad AND lead quality is higher → make it the primary

Test 4: Offer vs. No Offer (Week 4)

Hypothesis: "$100 off" offer in copy improves conversion without attracting tire-kickers

• Control: No discount mentioned
• Variant: "Book this month → $100 off your first tree"
• Metric: CPL and quote-to-close rate (need Jack's feedback loop)

Test 5: Form Length (Ongoing)

Hypothesis: Shorter form (3 fields) outperforms longer form (5 fields)

• Control: Current — Name, Email, Phone, ZIP, How Many Palms
• Variant: Shortened — Name, Phone, Email only (move ZIP + palm count to follow-up SMS)
• Metric: Form completion rate and CPL

Weekly Optimization Cadence

Every Monday:

1. Pull Ads Manager — CPL, CTR, frequency, spend per concept
2. Kill: Bottom 1/3 by CPL (but only after 72 hrs + 1,000 impressions minimum)
3. Keep: Middle 1/3 — let them run another week
4. Scale: Top 1/3 — duplicate into second ad set OR increase budget by 20% (never more than 20% at a time to avoid learning phase reset)
5. Add: 1-2 new concepts from the queue to replace killed ones
6. Log results in the creative performance tracker

Every Thursday:

1. Prep Jack sync — screenshot top performer, CPL trend, ask for real install photos
2. Check frequency — if any ad set > 3.0 frequency in 7 days, audience is saturated → expand or swap

---

Part 4: Trimlight Phoenix Creative Plan

Blocker: Franchisor Creative Approval

All Trimlight creative needs pre-approval before going live. Check the franchisor portal or email the franchise rep with mockups before building campaigns.

Trimlight Concept Queue (8 Concepts)

Trimlight A/B Tests

• Test TC-1: Emotional (TC2 "Retire the Ladder") vs. Visual (TC1 "Four Seasons") — which angle drives more leads?
• Test TC-2: Phoenix-wide geo vs. Scottsdale/PV-only — is the broader geo worth the lower CPM?
• Test TC-3: Franchise-approved ZIP codes only vs. broader Phoenix metro — compliance check

---

Part 5: Creative Production Schedule

Week 1 (May 5-9)

Week 2 (May 12-16)

Week 3 (May 19-23)

Week 4 (May 26-30)

---

Part 6: Budget Allocation (May 2026)

AZ Palm Tree Lights

Trimlight Phoenix

Combined May Spend: ~$7,200 (ramped, not day-one)

---

Part 7: Performance Tracking

KPIs by Ad Set

Creative Scorecard Template

Update every Monday. Archive killed concepts with final metrics for learning.

Lead Quality Feedback Loop

Jack rates each lead after initial contact:

• Hot — ready to quote, has palms, in service area
• Warm — interested but not ready, needs follow-up
• Cold — wrong market, renter, tire-kicker
• Junk — spam, wrong number, competitor

Feed quality data back into ad optimization. If a creative drives high volume but low quality leads, it's not actually performing.

---

Part 8: Runway Video Generation Queue

Priority order for Runway Gen-3/Gen-4 video generation. Use brand plate stills as the input frame.

Runway settings: Motion intensity 3-5/10, seed locked for consistency, generate 3 takes per prompt and pick best.

---

Appendix: Copy Bank Quick Reference

Top 5 Primary Text Options (ranked by expected performance)

1. "The Question" (Variant A): "Still looking at dark palm trees every night? Scottsdale homeowners are switching to color-changing LED uplighting — and controlling it all from their phone..."
2. "The Neighbor" (Variant F): "You know that house down the street where the palm trees glow at night? Yeah — that was probably us..."
3. "Just the Facts" (Variant E): "Here's what we do: We put color-changing LED lights on your palm trees. You control the colors from your phone..."
4. "The App" (Variant G): "Sitting on the couch. Open the app. Tap 'blue.' Look outside — your palm trees are blue..."
5. "The Backyard" (Variant C): "Honest question — when's the last time you actually hung out in your backyard after dark?..."

Top 5 Headlines

1. Your Palm Trees, But Better
2. Be the House People Drive Slow Past
3. Control Your Palm Trees From Your Phone
4. One Install. Every Color.
5. From $1,295 Per Palm

CTA Strategy

• Cold audiences: "Get Quote" (direct, high-intent filter)
• Retargeting: "Learn More" (lower commitment, often better CTR for warm audiences)
• Never run more than 2 CTA variants at once

---

Part 9: Persona-to-Creative Mapping

See marketing/buyer-personas.md for full persona profiles.

Which Creative Resonates with Which Persona

Persona-Driven Ad Set Strategy

Ad Set A: "Prestige" — Richard + Bill/Carol

• Geo: 85253, 85255, 85258, 85262 only
• Age: 50-65
• Interests: None (let Meta find wealth signal)
• Creatives: C1r, C12, R3 (neighborhood proof)
• Copy: Variant D (understated PV tone) + Variant A (question hook)
• CTA: "Book Consultation" (not "Get Quote" — more premium)

Ad Set B: "Lifestyle" — Stephanie

• Geo: 85018, 85028, 85014 (Arcadia/Central Phoenix)
• Age: 35-50
• Interests: Outdoor entertaining, Houzz, Architectural Digest, pool ownership
• Creatives: C11 (video), C12 (pool), V3 (backyard video)
• Copy: Variant C (backyard) + Variant F (neighbor)
• CTA: "Get Quote"

Ad Set C: "Modern Tech" — Jason/Lauren

• Geo: 85255, 85254, 85260 (North Scottsdale new builds)
• Age: 30-45
• Interests: Smart home, home automation, modern architecture, luxury real estate
• Creatives: C2r (four colors), C13 (phone mockup), V2 (color-cycling)
• Copy: Variant G (the app) + Variant E (just the facts)
• CTA: "Get Quote"

Ad Set D: "Value" — Michelle

• Geo: 85254, 85028, 85260 (mid-luxury Scottsdale/Phoenix)
• Age: 40-60
• Interests: Real estate, home improvement, home staging
• Creatives: C14 (price carousel), C1r (day/night), R5 (price card)
• Copy: New — "The last upgrade before you list" angle
• CTA: "Get Quote"

Seasonal Persona Activation Calendar