How to Create Video Ads for Social Media: A Step-by-Step Guide

Social video ads put your work in front of the exact people who are most likely to hire you. Not everyone in the city. The right suburb, the right age, the right interests.

Here's how to plan, make and launch them, step by step.

Why Video Ads Matter for Small Businesses

Video Gets Noticed

People stop for movement and faces. A static image of a finished deck is fine. A ten-second video of the team building it, then the family using it, is far more likely to get attention and stick.

It's Where Australians Spend Their Time

Facebook, Instagram, TikTok, YouTube and LinkedIn are part of most people's day. Your customers are already there. Video ads let you show up in their feed with proof of what you do.

Know Your Audience and Objective

Be Clear on Who It's For

Location, life stage, property type, budget, what they're worried about. The sharper the picture, the better your ad and targeting.

Set One Objective Per Campaign

• Awareness: get seen by new people in your area.
• Consideration: get people watching, clicking and visiting your site.
• Conversion: enquiries, quote requests and calls.

Plan the Ad

Shape a Simple Message

One idea. Who you help, what you do and why you. If you can't say it in a sentence, the ad will struggle.

Choose the Right Type of Ad

• Project showcase: before, during, after.
• Testimonial: a happy client in their own words.
• Talking head: you, explaining what makes you different.
• Behind the scenes: the care and process that goes into the job.
• Offer or promo: a clear reason to act now.

Script or Storyboard It

Plan the hook, the middle and the call to action. A simple shot list on a notepad is enough. It stops you missing the one shot you really need.

For more on what makes creative work, see our video ad creative best practices.

Make It on a Budget

Get the Most From Your Phone

Film in 4K if you can, vertical for social, and keep the phone steady. Our smartphone filming guide covers the settings.

Simple Lighting That Works

Natural light is your friend. Face a window or film in open shade outdoors. Avoid harsh midday sun and strong backlight.

Clean Sound

A clip-on mic makes a huge difference for anything with talking. See how to get better audio.

Editing Tools

CapCut, Premiere Rush or the editors built into Meta and TikTok are plenty to start. Add captions, trim tightly and export in the right ratios.

Set Up for Each Platform

Facebook and Instagram

9:16 for Reels and Stories, 4:5 for feeds. Hook in the first second, captions on, 15 to 30 seconds. Use Meta's lead forms or send people to a matching landing page. Our Facebook and Instagram ads service handles all of this.

TikTok

Vertical and native. Real people talking to camera, trending formats and quick cuts. Polished TV-style ads tend to flop here. See our TikTok ads approach.

LinkedIn

Square or horizontal. Great for B2B, commercial work and recruitment. Lead with expertise and results.

Launch and Monitor Your Campaign

Set It Up Properly

Choose the right objective in the ads manager. Install tracking like the Meta Pixel on your website so you can see enquiries, not just clicks.

Set a Budget and Schedule

Start with a modest daily budget and give it time to learn. A week or two before making big calls.

Track Performance

Watch hook rate, watch time, click-through rate, cost per lead and, most importantly, the quality of enquiries. Our guide to video ad metrics explains each one.

Make Small, Smart Adjustments

Pause what's clearly not working. Put more behind what is. Change one thing at a time so you know what made the difference.

Keep Improving

Build a Testing Habit

Always have a new version running against your best performer. New hook, new length, new opening shot.

Refresh the Creative, Not Just the Targeting

Ads wear out. When results drop, it's usually the creative that needs refreshing. Fresh footage from current jobs keeps ads working.

Stay Informed Without the Overwhelm

Platforms change constantly. Follow a couple of trusted sources and ignore the rest.

Create a Regular Rhythm

Review weekly, refresh creative monthly, plan quarterly. Simple and repeatable.

Ready to Run Better Video Ads?

Great ads need two things: strong footage and smart management. We do both. Our paid advertising service turns your real work into campaigns that bring in enquiries.

Book a discovery call and let's look at what's possible.