Just wrapped up filming an ad for a realtor client this week…
So I thought I’d pull back the curtain a bit and show you how I actually create ads that convert.
Ads that get leads.
Leads that turn to appointments.
Appointments which eventually translate to sales.
Let’s be real…
Anyone can film a video.
But not everyone knows how to make one that converts.
So here’s my step-by-step process:
Step 1: Start With The Script
I know this sounds obvious, but most people skip it.
The video is not the most important part.
The message is.
When I write ad scripts for my clients, I always make sure we answer these:
- Who are we speaking to?
(e.g. HDB owners unsure if they should upgrade) - What’s the problem in their mind?
(“Should I upgrade now?”, “Can I afford it?”)
- What’s the unique solution we offer?
(e.g. A proven upgrade strategy, a PDF guide, a signature framework)
Once I’m clear on this, I sit down (usually late at night)… and write the script.
Just like now as I’m writing this newsletter at 1am lol…
Structure-wise, it always goes like this:
- Hook – Catch attention in the first 3 seconds
- Relatable Problem – Show you understand what they’re going through
- Story or Proof – Show how you’ve helped others like them
- Method – Introduce your unique process or framework
- Call-To-Action – “Download the PDF” or “Book a free consult”
Step 2: Film With Flow
These days I prefer to film the hook outdoors because it adds energy, looks more authentic, and scroll-stopping.
Then we film the main body of the video indoors using a teleprompter.
Everything is tight and intentional.
There’s usually a sub-hook after the main hook.
It’s something like:
“If you’re interested, click the link below to download the full blueprint.”
That part matters because even if they don’t watch the whole video, they’ll remember the CTA.
Step 3: Set Up The Backend
Getting leads is easy.
Following up is where the gold is.
Once the ad is ready, I build out:
✅ WhatsApp automation that replies instantly when a lead comes in
✅ A short personalised video that builds trust
Most people forget that leads come in cold.
And they’ve probably clicked on 3-5 other ads.
If you don’t stand out and build trust fast, you will get ghosted.
That’s why I always tell my clients:
Don’t just rely on the ad.
The follow-up is 80% of the game.
Step 4: Prepare The Follow-Up Accordingly
For service-based industries like real estate or finance, calling is a must.
Sending a text to follow-up won’t work.
The business owner must call or have someone call.
So you got to get the call script ready – know what to say, how to handle objections…
Most importantly, how to fix an appointment with them.
For other industries (e.g. fitness studios, music workshops, gyms)…
I sometimes build funnels where the user just opts in, pays for a trial, and books directly.
Zero calls needed.
So it depends on your business.
The follow-up process must match your audience and sales flow.
Step 5: Launch Ads
This is the final piece.
Once everything’s in place, script, video, automation.
I head into Meta Ads Manager and:
- Set the right targeting
- Write copy that grabs attention AND converts
- Test different thumbnails, videos, and ad angles
To me, this part is easy.
What’s hard is understanding the business, extracting the founder’s value, and turning that into a script that sells.
Having done this many times across different businesses…
Sometimes people ask me:
“Why don’t you just niche down and serve only 1 group of people, like realtors?”
I get it – because just serving one niche is going to make life much easier for me.
Especially realtors – whom many have seen success working with me.
But the truth is, I enjoy working across industries.
I get to see patterns that could be applied across industries.
For example, I know that messaging ads will work well for home services (like cleaning) and can work well for most service related businesses.
But it ads for realtors and FAs has to be a lead generation campaign (as you use the lead form to gather info and filter out low quality leads)
That’s why all the stuff I write and share here is not just theory.
It’s been battle-tested.
It’s probably why my latest client (a financial services director) managed to close a $10k commission deal in just the first month of working with me…
Following all the advice I gave him.
It’s a reminder that the system works…
But I don’t take all the credit.
Honestly I’m just a part of the whole puzzle.
It only works if the business owner follows up and puts in the work too.
For the system to work, you must first work the system.
