House washing — build after surface cleaning is proven and generating consistent leads
Why surface cleaning first
The trailer is built for this. You have footage. Surface cleaning is a high-frequency residential need with a clear visual trigger — people see their driveway and it bothers them. That reactive emotional trigger is exactly what direct response advertising is built for.
Previous lead ad attempts failed because native Meta forms produce low-intent leads. The instant estimate form changes that — people invest time answering specific questions about their property which pre-qualifies them before they submit.
The Extera process — embedded in all creative
1
Pre-treatmentBiodegradable soap + sodium hypochlorite. Chemistry kills the biology before equipment touches the surface.
2
DwellLet the chemistry work. Time on surface separates a treatment from a wash.
3
CleanSurface cleaner or soft wash. Not relying on pressure alone.
4
Post-treatment biocideActive for up to 24 months. Kills mould, algae, mildew, lichen. Included free on every surface clean.
The positioning line — use this everywhere
Other operators clean. We treat.
Footage available
Footage
Hook strength
Best use
House clean — surface cleaner cutting through mould
Strongest
Cold L3 + L2 retargeting + L1 views
Overhead driveway timelapse
Strong
L1 views — satisfying, visual proof
School shoot — drone footage
Good
L1 views — scale and credibility
Residential shoots — homes
Good
L1 views — relatable, before/after
Pool surrounds
Good
L1 views — premium surface context
Proven creative rules — do not break these
Process demonstration video + voiceover + captions = proven best converting format
Large text hooks on screen — never worked, do not use
Open on the action — no intro, no logo, no text for first 2–3 seconds
Captions match VO word for word — white text, black drop shadow, sentence case, bottom third
Campaign Architecture
Three layers. Each feeds the next. Surface cleaning only.
L1 Views
$20
per day — CBO
L2 Retargeting
$45
per day — ABO
L3 Cold
$60
per day — ABO
Total
$125
per day
Campaign overview
Layer
Name
Objective
Budget
Type
L1
Extera | Surface Clean | Views | Perth
Video Views
$20/day
CBO
L2
Extera | Surface Clean | Retargeting | Perth
Leads
$45/day
ABO
L3
Extera | Surface Clean | Cold Leads | Perth
Leads
$60/day
ABO
Note on L3 budget
Starting with 3 ad sets at $20/day each ($60 total) — one angle per ad set. Once a winner is identified add a 4th creative variation. Do not run multiple creatives per ad set during the test phase.
Campaign Setup
Everything to configure before launching. Do this once.
Surface cleaner cutting through mould — open on this, no intro, no text overlay
Angle
Process authority. Why most cleans fail vs chemistry-first + biocide.
Headline / CTA
Most cleaners wash it off. We make it last. CTA: Learn More
"What you're looking at on your paths, driveway, and entertaining area isn't surface dirt. It's biological growth..."
Views AD03School DroneVideo · 30–35 sec
Footage
School shoot with drone establishing shot — large-format commercial clean
Angle
Scale and credibility. Positions Extera as serious infrastructure — not a bloke with a pressure washer.
Headline / CTA
The process is the proof CTA: Learn More
"Whether it's a driveway, a school, or a commercial carpark — the approach is the same. Chemistry first..."
L2 — Retargeting · 1 ad · $45/day ABO
Ret AD01House Clean — Retargeting CutVideo · 20–25 sec
Footage
Same house clean footage as L1-AD02 — re-edited to shortest possible cut
Angle
Direct offer. No education. "You've seen what we do — here's the next step."
Headline / CTA
Instant estimate — 60 seconds CTA: Learn More
"If you've been sitting on getting your driveway, paths, or entertaining area sorted — here's what it looks like..."
L3 — Cold Leads · 3 ads · $60/day ABO
Cold AD01Problem AgitatorStatic · 1080×1080px
Creative
Dark navy background. Large white Archivo Bold headline. Statement-style — feels like a poster not an ad.
Angle
Name the problem. That staining isn't dirt — it's biological growth actively breaking down your surfaces.
Headline / CTA
That staining isn't dirt. It's biological growth. CTA: Get Quote
Cold AD02iMessage — Word of MouthStatic · 1080×1080px · Feed only
Creative
iMessage thread UI. White background. Real conversation between two friends. SF Pro font. Built in Illustrator. Feed only — exclude all Reels placements.
Angle
Speed and convenience. Feels native — looks like a real conversation, not an ad. Word of mouth format.
Headline / CTA
No headline — the conversation IS the ad. CTA: Get Quote
Conversation copy — locked:
Me: Have you sorted your driveway yet?
Sarah: Just got a quote actually
Me: Finally 😂 how long did it take?
Sarah: Like a minute. Online.
Me: Serious? Who?
Sarah: Extera. I'll send you the link
Cold AD03Surface Clean Video — ColdVideo · 30–35 sec
Footage
Same house clean footage — different VO. Shorter, harder sell, cold audience.
Angle
Process vs competitors. Most rely on pressure and fail. We treat the cause.
Headline / CTA
Most cleaners wash it off. We make it last. CTA: Get Quote
VO Scripts
Voiceover — locked, do not re-record
Views AD01 — Driveway Timelapse (25–30 sec)
Voiceover — Views AD0125–30 sec
What you're looking at isn't just a dirty driveway.
That black and green staining is embedded biological growth — algae and mould that's been colonising the surface for years, breaking down the structure underneath it.
A standard pressure wash moves the top layer. It comes back within months because the biology is still in the pores.
Our process starts with chemistry. A biodegradable soap and sodium hypochlorite pre-treatment, applied before the surface cleaner makes contact. The SH kills the biology. We let it dwell. Then we clean.
After the clean we apply a commercial biocide post-treatment. Stays active for up to 24 months — continuing to kill mould and algae long after we've left.
Other operators clean it. We treat it.
Instant estimate online. No phone call. Extera.
Open on mould being cut through. No intro, no logo, no text for first 2–3 seconds.
Voiceover — Views AD02 / Cold AD0335–40 sec
What you're looking at on your paths, driveway, and entertaining area isn't surface dirt.
It's biological growth — algae, mould, lichen — and it's been feeding off your surfaces for years.
Here's why most cleans don't last: they rely on pressure. Pressure moves what's on top. It doesn't kill what's causing it.
Our process starts with chemistry. Biodegradable soap and sodium hypochlorite, applied to the surface before we touch it. The SH kills the biology. We let it dwell. Then we clean.
After every job we apply a commercial biocide post-treatment. Active on the surface for up to 24 months — killing mould, algae, mildew and lichen long after we've left. Included on every clean. No extra charge.
Most operators clean it. We treat it.
Get an instant estimate for your property — 60 seconds, no phone call.
Extera.
Views AD03 — School / Drone (30–35 sec)
Voiceover — Views AD0330–35 sec
Whether it's a driveway, a school, or a commercial carpark — the approach is the same.
Chemistry first. The right soap and sodium hypochlorite concentration for the surface and the biology growing on it. Dwell time. Then we clean — surface cleaner or soft wash depending on what's in front of us.
After the clean, biocide post-treatment on every job. Active on the surface for up to 24 months.
Self-contained trailer system. Onboard water, chemical proportioning, full soft wash and pressure wash capability. We don't improvise on-site.
Other operators clean it. We treat it.
Extera.
Ret AD01 — Retargeting (20–25 sec)
Tone shift
These people have already seen your content. Assume familiarity. Cut straight to the offer.
Voiceover — Ret AD0120–25 sec
If you've been sitting on getting your driveway, paths, or entertaining area sorted —
here's what it looks like.
Chemistry first. Pre-treat, dwell, clean. Biocide post-treatment on every job — active for up to 24 months.
Other operators pressure wash and leave. We treat the cause, not just the symptom.
Instant estimate online. 60 seconds. No phone call. Confirmed price within the hour.
Perth homeowners — the link's right here.
Extera.
Written Ad Copy
Primary text for all ads — copy buttons ready
Cold AD01 — Problem Agitator
Primary text
That black staining on your driveway, paths, and entertaining area isn't dirt.
It's biological growth — algae, mould, lichen — and it's been breaking down your surfaces for years.
Here's the problem with most cleans: they use pressure. Pressure moves what's visible. It doesn't kill what's causing it. Six weeks later it's back.
We pre-treat with a biodegradable soap and sodium hypochlorite before we touch the surface. The chemistry kills the biology. We let it dwell. Then we clean. Then we apply a biocide post-treatment that stays active for up to 24 months.
Other operators clean it. We treat it.
Get an instant estimate for your property in 60 seconds. Confirmed fixed price within the hour.
Field
Value
Headline
That staining isn't dirt. It's biological growth.
Description
Instant estimate. Confirmed fixed price within the hour.
CTA
Get Quote
Cold AD02 — iMessage Word of Mouth
Creative note
No primary text body copy needed — the iMessage creative carries the full message. Keep primary text short and conversational to match the format.
Primary text
Got a driveway quote in under a minute. Didn't have to call anyone.
surfaces.extera.com.au
Field
Value
Headline
60 seconds. No phone call. Instant estimate.
Description
surfaces.extera.com.au
CTA
Get Quote
Placements
Feed only — exclude all Reels
Cold AD03 — Surface Clean Video
Primary text
That black growth on your driveway, paths, and entertaining area isn't dirt.
It's biological growth — algae, mould, lichen — and it's actively degrading your surfaces underneath.
Pressure alone doesn't fix this. It moves what's visible. The biology stays in the pores and it comes back.
We pre-treat with specialist chemistry that kills the biological growth before we touch the surface. We dwell. We clean. Then we apply a biocide post-treatment — active on the surface for up to 24 months.
Included on every clean. No extra charge.
Most operators clean it. We treat it.
Instant estimate for your property. Confirmed fixed price within the hour.
Field
Value
Headline
Most cleaners wash it off. We make it last.
Description
Instant estimate. Confirmed fixed price within the hour.
CTA
Get Quote
Ret AD01 — Retargeting
Primary text
Your driveway, paths and entertaining area — done properly.
Pre-treatment. Dwell. Clean. Biocide post-treatment included on every job.
If you've been sitting on getting it done — here's the next step. Instant estimate on screen. Confirmed fixed price within the hour.
Field
Value
Headline
Instant estimate — 60 seconds
Description
Confirmed fixed price within the hour.
CTA
Learn More
Quick Reference
Everything on one page for when you're in Ads Manager.