Five Meta ad concepts, built to break the news, not sell the installer.

The buyer is a NSW homeowner already researching solar who has no idea the Home Energy Saver Loan exists. That discovery is what stops the scroll, so the offer carries every headline, and Solar Uptime’s credentials drop to the footnote where they do their real job: making a government-program ad feel legitimate instead of scammy.

Each concept is scent-matched to the H1 of the page it points at, so the promise in the ad is the sentence they read on arrival. Every creative ships in two aspect ratios: 1080×1080 (Feed) and 1080×1920 (Stories & Reels). Toggle the ratio on each card; the download button updates automatically. Copy is Meta Ads Manager paste-ready.

Deliberately not the ECS look. Energy Cost Saver runs the same program with an orange-dominant, stock-lifestyle treatment, and SU’s brand orange (#f36f21) is near-identical to ECS’s (#ff6d20), so copying that formula would make the two indistinguishable in one feed. Solar Uptime inverts it: deep navy band, cream Mulish, orange as accent only, over authentic Australian rooftops. No faces to camera in any creative: figures are turned away or absent, which removes the uncanny-AI tell entirely. Where a battery appears it is the real SOFAR unit, composited from Solar Uptime’s own product asset, never an AI lookalike.

Compliance. The program is named (“NSW Home Energy Saver Loan”) rather than claimed as “Government-backed”, the conservative reading of Meta’s ad policy, with no implied government endorsement. Urgency comes only from the genuine capped, first-come funding pool (the H2 on all four landing pages) and the real EOFY cash-back deadline. No fabricated testimonials, no countdown theatre. Every creative burns in the eligibility gate “NSW residents only · homeowners · household income up to $210,000” and states “a loan, not a grant, subject to Brighte credit assessment”. Entity details are taken from live site config: Solar Uptime · ABN 14 166 102 414 · NSW Lic 382985C.