Team copy review · 27 August 2026

Updated copy through the filter

Much closer than the rejected set. Eligibility, “apply for up to $250k”, Reece trading history, and “eligibility criteria applies” are in the right place. Do not upload yet — “your Reece trading history”, “finance available”, “fast assessment”, “get cashflow”, the invoice-pain opener, and any approval-screen UI would still flag.

Medium

Do not upload this set until the “Use this” lines are in.

Ad	Risk	Fix
1. Cashflow for Reece Trade Customers	Medium	Primary is good. Kill “Finance available” and do not show an approval UI on the phone.
2. Ready for Bigger Jobs	Medium	Overlay is fine. Primary is missing a word, “provides” reads like arranged credit, “fast” is a speed claim, and the phone must not be an approval screen.
3. Reece Trading History	High	This is the one that still fails personal attributes. Creative direction says remove “your” — the primary still has it. Also drop “not traditional paperwork”.
4. Invoice Timing Support	Medium	Old hook is gone. The new opener is still problem-first. Lead with eligibility, not invoice timing.
5. Working Capital & Super	Medium	Better. Opening on Super then cashflow still implies the new Super rules create a shortfall. Lead with the product; Super can sit in caption as a fact if needed.
6. Supporting Team Growth	Medium	Growth overlay is good. “Requires working capital” is still a need-hook. Product-led sub “Get cashflow” has to be “Apply for”. Fix the FInance typo.

1. Cashflow for Reece Trade Customers

Medium

Was: Need cashflow?

Primary is good. Kill “Finance available” and do not show an approval UI on the phone.

“Finance available” over-claims. Headline / people overlay: Finance available up to $250k
Approval UI on the phone. Creative direction: phone shows the approval UI

Do not use

Primary: Cashflow for eligible Reece trade customers. Apply for up to $250k with assessment based on Reece trading history. Pre-approval available. Only pay for what you use. Eligibility criteria applies.
Headline: Finance available up to $250k
Description: Assessed on Reece trading history
People overlay: Finance available for Reece Trade Customers
Product overlay: Cashflow for Reece Trade Customers

Use this

Primary: Cashflow for eligible Reece trade customers. Apply for up to $250k with assessment based on Reece trading history. Pre-approval available. Only pay for what you use. Eligibility criteria applies.
Headline: Apply for up to $250k
Description: Assessed on Reece trading history
People overlay: Cashflow for Reece trade customers
Product overlay: Cashflow for Reece trade customers

Eleni: New plumber shot. No “Need cashflow?”. Phone is apply / pre-approval only — never an approved or funded screen. Only dollar is up to $250k. Disclaimer on the creative.

2. Ready for Bigger Jobs

Medium

Was: Ready to take on bigger jobs?

Overlay is fine. Primary is missing a word, “provides” reads like arranged credit, “fast” is a speed claim, and the phone must not be an approval screen.

Incomplete / “provides” line. Laddr provides eligible Reece trade customers with a of up to $250k
Speed claim. Description: Fast assessment on trading history
Approval screen. Creative direction: phone should focus on the approval screen

Do not use

Primary: Laddr provides eligible Reece trade customers with a of up to $250k. Assessment is based on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Apply For Cashflow For Bigger Jobs
Description: Fast assessment on trading history
People overlay: Cashflow for Bigger Jobs
Product overlay: Cashflow for Bigger Jobs

Use this

Primary: Eligible Reece trade customers can apply for Laddr cashflow of up to $250k. Assessment is based on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Cashflow for bigger jobs
Description: Assessed on Reece trading history
People overlay: Cashflow for bigger jobs
Product overlay: Cashflow for bigger jobs

Eleni: New plumber shot. No “Ready to take on…?” question. Phone is apply / pre-approval only — not an approval screen. No $ except up to $250k.

3. Reece Trading History

High

Was: Your Reece trading history…

This is the one that still fails personal attributes. Creative direction says remove “your” — the primary still has it. Also drop “not traditional paperwork”.

“Your” + trading history. Use your Reece trading history to apply for Laddr cashflow
Process over-claim. not traditional paperwork

Do not use

Primary: Use your Reece trading history to apply for Laddr cashflow of up to $250k for eligible trade customers. Assessment is based on how the account trades, not traditional paperwork. Eligibility criteria applies.
Headline: Apply For A Line Of Credit Based on Reece Trading History
Description: For eligible Reece trade customers
People overlay: Cashflow Based on Reece Trading History
Product overlay: Cashflow Based on Reece Trading History

Use this

Primary: Eligible Reece trade customers can apply for Laddr cashflow of up to $250k. Assessment is based on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Finance based on Reece trading history
Description: For eligible Reece trade customers
People overlay: Cashflow based on Reece trading history
Product overlay: Cashflow based on Reece trading history

Eleni: New plumber shot. No “your” anywhere — overlay, caption, or phone UI. Phone is apply / pre-approval only.

4. Invoice Timing Support

Medium

Was: Haven’t been paid yet?

Old hook is gone. The new opener is still problem-first. Lead with eligibility, not invoice timing.

Problem-first opener. Invoice timing can affect the next job.

Do not use

Primary: Invoice timing can affect the next job. Eligible Reece trade customers can apply for a line of credit up to $250k in Laddr cashflow, assessed on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Cashflow Support for Reece Trade Customers
Description: Assessed on Reece trading history
People overlay: Cashflow Support for Trade Businesses
Product overlay: Cashflow Support for Trade Businesses

Use this

Primary: Eligible Reece trade customers can apply for a line of credit up to $250k in Laddr cashflow, assessed on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Cashflow support for Reece trade customers
Description: Assessed on Reece trading history
People overlay: Cashflow support for trade businesses
Product overlay: Cashflow support for trade businesses

Eleni: No “haven’t been paid” and no invoice-pain opener. New plumber shot. Practical, not stressed. Phone is apply / pre-approval only.

5. Working Capital & Super

Medium

Was: Payday Super impacting cashflow?

Better. Opening on Super then cashflow still implies the new Super rules create a shortfall. Lead with the product; Super can sit in caption as a fact if needed.

Super as the cashflow hook. Super contributions are now paid every payday. … apply for Laddr cashflow … to support working capital

Do not use

Primary: Super contributions are now paid every payday. Eligible Reece trade customers can apply for Laddr cashflow of up to $250k to support working capital, assessed on Reece trading history. Eligibility criteria applies.
Headline: Working Capital for Reece Trade Customers
Description: Based on Reece trading history
People overlay: Working Capital for Reece Trade Customers
Product overlay: Working Capital for Trade Businesses

Use this

Primary: Eligible Reece trade customers can apply for Laddr cashflow of up to $250k to support working capital, assessed on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Working capital for Reece trade customers
Description: Based on Reece trading history
People overlay: Working capital for Reece trade customers
Product overlay: Working capital for trade businesses

Eleni: No “Payday Super impacting cashflow”. New plumber shot. Do not show Super draining an account. Phone is apply / pre-approval only.

6. Supporting Team Growth

Medium

Was: Need to hire more staff?

Growth overlay is good. “Requires working capital” is still a need-hook. Product-led sub “Get cashflow” has to be “Apply for”. Fix the FInance typo.

Need-style opener. Growing a team requires working capital.
Get vs Apply. Product-led sub: Get cashflow up to $250k
Typo. Apply For FInance To Support Growth

Do not use

Primary: Growing a team requires working capital. Eligible Reece trade customers can apply for up to $250k in Laddr cashflow, assessed on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Apply For FInance To Support Growth
Description: Assessed on Reece trading history
People overlay: Cashflow to Support Growth
Product overlay: Cashflow to Support Growth

Use this

Primary: Eligible Reece trade customers can apply for up to $250k in Laddr cashflow to support business growth, assessed on Reece trading history. Pre-approval available. Eligibility criteria applies.
Headline: Apply for finance to support growth
Description: Assessed on Reece trading history
People overlay: Cashflow to support growth
Product overlay: Cashflow to support growth

Eleni: Smiling plumber is fine. No “Need to hire more staff?”. Enabling growth, not a hiring crisis. Phone sub is Apply for up to $250k — never Get cashflow. Apply / pre-approval UI only.

For every UI ad

New images. Do not re-export the rejected twelve.
Phone UI is apply / pre-approval only. Not an approval screen, not a funded result, no specific $ except up to $250k.
No “Need…?”, “Haven’t…?”, “your Reece…”, “Finance available”, “Get cashflow”.
Sub / button on every ad: Apply for up to $250k.
Disclaimer on every asset, readable on a phone: Eligibility criteria applies. Credit provided by TruePillars Pty Ltd ABN 36 603 933 508.

Cruickshanks Agency is not a law firm. This is a production pre-check, not legal advice, and not a Meta or ASIC decision. They have final say. A rating here is not approval.