Ad Creatives Portal
Instant Equity Group

Five Meta ad concepts — built to drive 60-second eligibility quiz starts.

Each ad uses a distinct direct-response framework so you can run a head-to-head test across the same audience. Copy is sized for Meta Ads Manager paste-ready. Every concept ships in two aspect ratios — 1080×1080 (Feed) and 1080×1920 (Stories & Reels). Toggle the ratio on each card; the download button updates automatically.

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01 · 1080×1080
Renter on a Brisbane apartment balcony at dawn looking out at suburban homes Renter on a Brisbane apartment balcony at dawn looking out at suburban homes
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PAS · Pain·Agitate·Solve CTA: Learn More Feed · Stories · Reels

Still renting and feeling further from owning?

Cold-traffic pain hook. The first 125 characters tease the problem; the body delivers the bridge to your equity-stacked pathway. Strongest opener for prospecting audiences who don't yet know IEG.

Primary text · show in feed · ~260 chars
Still paying rent — and feeling further from owning every month? You don’t have to be stuck on the rental treadmill. Aussies just like you are buying their first home through our equity-stacked pathway — even without a 20% deposit. See if you qualify in 60 seconds.
Headline · 40 char
From renter to first-home owner
Description · 30 char
60-second eligibility check
AudienceAU, 25–40, renters. Exclude: existing homeowners. Interests: property/first home buyer/rent vs buy. Lookalike 1–3% from past quiz leads.
PlacementsFacebook Feed (primary), Instagram Feed, Stories. Auto-placements OK once optimised.
Test againstSwap the woman-only image for a couple version. Try a darker terracotta colour grade vs the warm version.
02 · 1080×1080
Hand holding a phone with a minimal quiz interface on the screen Hand holding a phone with a minimal quiz interface on the screen
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Curiosity hook · Low-friction qualifier CTA: Apply Now Feed · Reels · Stories

Most first home buyers have no idea what they qualify for.

Curiosity opens the loop. The 60-second quiz is the lowest-commitment CTA available — ideal for cold audiences. Pairs best with a CBO campaign optimised for ThruPlay or Landing Page View.

Primary text · ~220 chars
Most first home buyers have NO idea what they actually qualify for. Take our 60-second eligibility quiz. 8 quick questions. No credit check. Just clarity. Your first home might be closer than you think.
Headline · 40 char
60-sec eligibility quiz
Description · 30 char
8 questions. No credit check.
AudienceAU, 25–45. Life events: recently engaged/married, recently moved. Interests: property investment, real estate.com.au, first home buyer grants.
PlacementsReels (highest engagement), Stories, Feed. Strong scroll-stopper for video adaptation.
Test againstHeadline variant: "Could you afford a home? Take the test". Body length: ~120 char (mobile-first short) vs the full 220 char version.
03 · 1080×1080
Hands receiving keys to a new turn-key home at golden hour Hands receiving keys to a new turn-key home at golden hour
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4Us · Useful·Urgent·Unique·Ultra-specific CTA: Get Quote Feed · Stories

Built-in equity from day one.

Specific, tangible value prop. Works best with warmer audiences who already know IEG exists. Stronger on retargeting and lookalikes than cold prospecting.

Primary text · ~210 chars
Walk into your first home already in front. Our buyers receive built-in equity from day one — real properties, real numbers, not “one day” dreams. Find out if you qualify in 60 seconds.
Headline · 40 char
Built-in equity, day one
Description · 30 char
Real property. Real numbers.
AudienceAU, 28–45. Engaged shoppers, property browsers, mortgage interest. Retargeting: landing page viewers + quiz-starters who didn't complete.
PlacementsFeed, Stories. Save Reels for higher-energy hooks (01 and 02).
Test against"Built-in equity" vs "$30K+ equity, day one" (if you can substantiate the number). Add a small text overlay to the image: "DAY ONE EQUITY".
04 · 1080×1080
Young Australian couple unboxing in the kitchen of their new first home Young Australian couple unboxing in the kitchen of their new first home
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BAB · Before·After·Bridge CTA: Learn More Feed · Reels · Stories

Renter four months ago. First-home owner today.

Concrete before/after with a named example creates believability. Important: Meta’s policy disallows fabricated testimonials — only run this once you can swap in a real buyer name/story with their consent.

Primary text · ~220 chars
Four months ago Sarah and Tom were renting at $620/week with no clear path to owning. Today they’re unboxing kitchen items in their first home. Their story isn’t unique — and the path is open. See if you qualify.
Headline · 40 char
Renter → owner in months
Description · 30 char
Real Aussie buyers. Real keys.
AudienceLookalike 1% from past converted leads. AU, 26–42. Pair with engagement-based retargeting.
PlacementsFeed, Reels, Stories. Video version works exceptionally well here — consider a 15-sec talking-head edit.
Test againstHeadline variants: "She was renting last winter" vs the months-based opener. Try the male buyer-led version too.
05 · 1080×1080
Aerial drone view of an Australian suburban subdivision with rows of turn-key homes Aerial drone view of an Australian suburban subdivision with rows of turn-key homes
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Direct Qualifier · If·Then CTA: Apply Now Feed · Reels

Earn $80K+ in Brisbane? You may already qualify.

Direct gating filters out unqualified clicks and improves quiz completion rate — you lose volume but improve cost per qualified lead. Run alongside the lower-friction hooks (01, 02) so the funnel has both wide and narrow openings.

Primary text · ~210 chars
Earning over $80K and living in Brisbane? You may already qualify for our equity-stacked first home pathway. Australian citizen, employed, looking to stop renting? Check in 60 seconds — no obligation.
Headline · 40 char
Earn $80K+? You may qualify
Description · 30 char
Brisbane · 60-sec check
AudienceAU, Brisbane & SE QLD, 28–45. Income proxy: premium fitness, professional services, business travel, premium vehicle interests.
PlacementsFeed, Reels. Skip Stories — the qualifying detail needs reading room.
Test againstDrop the $80K threshold and just say "earning a stable income" (wider). Compare CPL.