Facebook and Instagram ads work on interruption, not intent — nobody's scrolling looking for a cash offer. That changes what makes a good ad: it has to stop the scroll and make the offer obvious in the first three seconds, not rely on someone already wanting what you're selling.
What actually stops the scroll
A real photo (yours, not stock), a specific and believable promise ("cash offer in 24 hours," not "sell fast"), and a short, low-friction form all outperform polished, generic creative by a wide margin on this platform.
Targeting that keeps cost down
Lookalike audiences built from your past sellers, layered with life-event targeting (recently inherited, divorce, relocating), consistently outperform broad demographic targeting on cost per lead.
Google, Meta and PPC managed to cost per contract — creative, targeting and landing pages built in-house.
Every lead this generates needs a fast reply — see AI for how we close that gap around the clock.
