So we don't farm out concepts. I'm not saying that it's a copy and paste across every single one of our clients, but if we see that an ad concept is working really well all the way up here in Scotland for one of our local installers, there's no reason why we can't optimize that for a installer right down in the south near Devon.

And it's actually this approach that means that everyone collectively gets the best ad concepts from around the country. So when we write the shoot briefs, we have a bit of a 7030 rule. So 70% of the ad concepts that we put in a sheet brief, we are so 70% of the ad concepts we put in a sheet brief, we know are tried and tested.

We know that they'll perform really well and they have results backed up with them. Now the other 30% are often are more creative concepts. We find that these either being completely honest can flop or fly, but I think that's the main thing. If we don't introduce creative ideation and testing into the shoot briefs, we never have the opportunity to scale the campaigns because we're always just staying as we are.

A key thing that we look for when we're coming up with those ad concepts that make up that 30% are actually how do we look at other industries who are doing really well? So my background is in e-commerce. So actually, how do we look at companies who are doing really well in the e-commerce industry, and how do we bring formats that are performing really well in that industry into then the solar industry, because people in the solar industry have never seen those formats.

And whilst you might be used to seeing them from the likes of Amazon, Apple, etc., when we introduce that to a local installer, they think, wow, that's really cool. Loads of those e-commerce companies are spending millions of pounds a year on ad spend. So think about how much trialing and testing new concepts that they're having to come up with, and new ideas pretty much every day.

The benefit of this is actually they already know what works in their industry. So why don't we take that into our industry, where it would have taken us maybe a year to get to the same testing frequency just due to spends, and we can bring those ad concepts in without having to spend millions of pounds of your ad spend budget and be able to find those winning ad concepts.

I think something that we really focus on with looking at new ad concepts is how do we make the ad look as natural in the meta feed as possible. A customer is scrolling through their Facebook feed, their Instagram feed every day. They have such a short attention span, and if they see anything that physically resembles an ad, they're going to scroll right past.

Something that we are quite keen on at the minute is how do we use platforms such as Pinterest, Reddit, even to think of those ideas that look very UGC and very natural to the feed. So whether that's an image ad that actually looks like someone could have just posted it on their story and taken two seconds, or whether that's a low prod handheld install walk through all of these different formats essentially contribute to that wider creative diversity, and then allow your account to perform better.

So how do we ensure that everyone's ads are different? This begins with your onboarding process. So we look at your individual USPS, your positioning and also your strengths. We highlight the equipment that you focus on because that will be very different to Uninstaller down the road, who focuses on installing a different battery storage brand.

Why you like installing them is a massive part, whether you operate in residential or commercial, and even if you aren't a competitor, for instance, operate in residential. How do you operate differently and even down to where you operate in? If you operate in a very local area, we can highlight that in those ads, and no doubt you're going to get a load of leads that are living in that area.

Also, this allows us to highlight neighbors or different customers that have gone solar in that area. So if you're talking about John down the road who's actually gone solar two weeks ago, and then Kathy, who's then been referred by John, for instance, that is a much more valuable USP than you saying, oh, we can just knock you a grand off your solar system price.

We often find that with our installers, when we mention a street name or a specific estate, we see leads come from that very specific area. Then a key part of that is how do we use those ups to build those creative concepts that differentiate you from your competitors, even down to the way that you come across on camera?

How you say something will be very different to how your competitor might say something on camera. And that's what resonates with the customers, as they're the ones going to be having the conversation with you down the line, and that's how you build the trust with them.