Big Shift We Made On Our Facebook Ads
If you’re currently running Facebook ads—or considering it—this is something you’ll want to pay attention to.
Over the past few months, we’ve made a noticeable shift in how we approach Facebook advertising for junk removal companies. After testing across multiple markets, we started seeing consistent changes in performance, which led us to rethink what actually works right now.
This post breaks down what changed, why it changed, and how you can apply it to your own campaigns.
From Video to Images: What Changed?
For years, video ads were our go-to.
Two years ago and throughout most of last year, animated and short-form videos performed extremely well for us. We rotated creatives based on the season, tested multiple formats, and video consistently delivered solid results.
But toward the end of last year, performance started slipping.
At first, it was subtle—but eventually it became clear that video ads simply weren’t converting like they used to. That’s when we tested a shift back to image-based ads.
The results? Images started outperforming video.
Why Images Are Working Better Right Now
The biggest reason for this shift comes down to how people consume content on Facebook and Instagram today.
Over the past year, both platforms have heavily leaned into video—especially Reels—largely due to the rise of TikTok. What used to be a feed dominated by images is now packed with video content.
That means:
- Users expect to see video
- Video blends in more than it used to
- Images stand out again
When everyone is scrolling through videos, a clean, professional image actually breaks the pattern and grabs attention.
What Kind of Images Are Working Best?
The images that are performing best for us right now are surprisingly simple.
Across multiple markets, we’re seeing strong results—often $5–$15 per lead, depending on location—from images that include:
- You or your employees smiling
- Your truck is clearly visible
- Your logo in the background
People respond well to friendly, professional, human-looking brands. Seeing real faces builds trust, and smiling faces make your business feel approachable and reliable.
It sounds simple—but it works.
Don’t Skimp on Image Quality
One thing to be mindful of: professionalism matters.
Quick phone photos with basic text slapped on them can work—but only if they’re done well. Most of the time, customers can tell the difference between a polished ad and a rushed one.
The good news? You don’t need a huge budget.
You can easily:
- Hire a designer on Fiverr or Upwork
- Have someone clean up your images and add text professionally
- Reuse strong visuals across multiple campaigns
Your job is to capture good photos. Let someone else handle the design if that’s not your strength.
- Offers: Keep It Simple
Junk removal doesn’t need fancy offers.
Most successful ads use straightforward discounts like:
- $20 off
- $25 off
- $30 off
You can test load-based offers (half load, full load), but be careful. Many customers don’t understand the difference, which can lead to confusion or pricing issues if not explained clearly.
Simple, familiar offers tend to convert best.
- Writing Your Ad Copy
You don’t need long, complicated copy.
A solid structure looks like this:
- Call out the customer or location in the headline
- Clearly explain what you do
- End with one clear call to action
For example:
- Fill out a form
- Visit a landing page
- Message your Facebook page
We’ve tested all three: landing pages, Facebook lead forms, and Messenger. Each can work—it comes down to your preference and how you want to communicate with leads.
What Not to Do: Phone Call Ads
One thing we generally avoid is trying to drive direct phone calls from Facebook ads.
Why?
Most people scrolling Facebook aren’t actively looking for junk removal. They’re not in “call now” mode. That behavior aligns much better with Google Ads.
Facebook works best for:
- Lead forms
- Messenger conversations
- Landing page inquiries
Let Google handle phone calls. Let Facebook handle awareness and lead capture.
- Final Takeaway
Right now, image-based Facebook ads are outperforming video for junk removal businesses in many markets.
If you’re running Facebook ads—or thinking about starting—test images that feature:
- Real people
- Smiling faces
- Branded trucks
- Simple offers
This is a shift we’re actively seeing, and it’s producing strong results across multiple locations.
If you’re running Facebook ads and struggling, feel free to reach out. I’m always happy to take a look at what you’re doing and offer some guidance—even if you’re not running ads with us.
And if you haven’t already, subscribe to the channel. I’ll continue sharing strategies that help you grow your junk removal business the right way.
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Final Thoughts
Facebook ads are constantly changing, and what worked a year ago may not work today. Right now, simple, professional image-based ads are outperforming video for many junk removal businesses because they stand out in a video-heavy feed and build instant trust. If your ads have slowed down, don’t assume Facebook “stopped working”—adjust your creative. Test clean images with real people, branded trucks, and straightforward offers, keep your copy simple, and use Facebook for lead capture rather than phone calls. Small creative changes can make a big difference when they align with how people actually use the platform today.