For the team · Eleni first
Creative rules
New images for the six Reece cashflow ads. Meta OCR-reads overlay and phone UI as strictly as caption copy.
The $30k thing
Yes — a success amount like $30k (approved, funded, green tick) is a guaranteed-outcome flag. Do not put it on the image or the phone. The only dollar is Apply for up to $250k, always with Eligibility criteria applies.
On every asset
- New images and layouts. Do not re-export a rejected file with a text tweak.
- Overlay is the product, not a problem. No questions that imply they are unpaid, short of cash, or under pressure.
- No “your cashflow”, “your invoices”, or “your Reece history”.
- No guaranteed outcomes: approved, instant, today (on funding), 48 hours, ~1hr, 3 minutes, no paperwork.
- The only dollar on the creative is “Apply for up to $250k”. Never a success amount like $30k.
- Disclaimer on every asset, readable on a phone: Eligibility criteria applies. Credit provided by TruePillars Pty Ltd ABN 36 603 933 508.
- Button: Apply now — not Get approved / Get funded / Sorted today.
- Photos: capable tradies at work. No worried faces or unpaid-invoice props.
Overlays
Same line on people-led and product-led. Sub on every ad: Apply for up to $250k.
| Was | Use this |
|---|---|
| Need cashflow? | Cashflow for Reece trade customers Highest overlay risk. Take it off the people shot and the phone screen. |
| Ready to take on bigger jobs? | Cashflow for bigger jobs Keep the capable plumber. Drop the question. |
| Your Reece trading history… | Cashflow based on Reece trading history Keep the mechanism. Drop “your” and “Apply in 3 minutes”. |
| Haven’t been paid yet? | Cashflow support for trade businesses Riskiest hook. If we cut one concept, cut this. |
| Payday Super impacting cashflow? | Working capital for trade businesses Super can live in the caption as a fact, not as a question about their money. |
| Need to hire more staff? | Cashflow to support growth No wage-bill numbers or $30k-to-hire mockups. |
UI ads
Keep the phone-in-workshop. Change what is on the glass.
- One phone screen, six headlines. Same workshop, same button, same footer.
- Show an apply / pre-approval screen — not a problem, not a funded result.
- On the phone: headline, “Assessed on Reece trading history”, “Apply for up to $250k”, Apply now, disclaimer footer.
- Off the phone: old questions, speed claims, green ticks, approved/funded states, any specific $ like $30k.
- Build one master in Figma, duplicate, swap the headline. Zoom to 100% before export.
On the phone
Headline (from the table)
Assessed on Reece trading history
Apply for up to $250k
Apply now
Eligibility criteria applies. Credit provided by TruePillars Pty Ltd ABN 36 603 933 508.
Before you send
- Read the image out loud. If it sounds like we know they are unpaid or short of cash — rebuild.
- Zoom the phone to 100%. Old question or a success $ still on screen = fail.
- Disclaimer readable on a phone. New filenames.
- Run the image through the Filter before anyone uploads. Hold new ads until Business Verification is through. Special Ad Category → Credit, 18+.
Cruickshanks Agency is not a law firm. These notes are a production pre-check, not legal advice, and not a Meta or ASIC decision. They have final say.