Summit Creative Lab

Ad concepts — April 1, 2026 night session. Static + animated. Mix of angles.

Static — Gemini Generated

Bill comparison
Bill Shock / Before-After
$287 → $31. Your neighbors already switched.
Split screen bill comparison. Red vs green. The #1 performing format across all solar research.
CTA: "See your number → 30-sec quiz"
STATIC — 1:1
First solar bill
Social Proof / Text Wall
"I just got my first electric bill after going solar. $11.42"
Looks like a screenshot of someone's text. Raw, authentic, not corporate. Text wall format crushing on Meta in 2025-2026.
CTA: Organic feel — no explicit CTA in image
STATIC — 1:1
Bill and phone
Personalization / Calculator Look
Crumpled bill + phone showing savings calculator
$314 bill next to phone showing "You could save $2,847/yr." Feels like a real person's kitchen counter photo. Instagram native.
CTA: "Check your savings"
STATIC — 1:1
Roof leaking money
Loss Aversion / Curiosity
YOUR ROOF IS LEAKING MONEY
Dollar bills flying off a roof. Slightly playful, slightly alarming. Designed to stop scroll. Dark background, bold yellow text.
CTA: "60-second quiz shows how much"
STATIC — 1:1
Whiteboard math
Whiteboard Math / Simple Proof
$280 → $170. Saved: $110/mo = $1,320/yr
Handwritten whiteboard photo. Quick mental math anyone can follow. Feels like someone figured this out during a meeting and took a photo.
CTA: "See if your numbers work"
STATIC — 1:1
Satellite roof analysis
Personalization / Satellite
"We analyzed your roof. You're overpaying by $2,400/yr."
Google Maps satellite view with house circled in green. Feels like a personalized report. The "ugly map" format that hit sub-$1 CPL in case studies.
CTA: "Calculate My Score"
STATIC — 1:1
ComEd protest
Rate Hike Anger / Editorial
ComEd raised your rates. Again.
Pure text on black. Feels like a protest poster, not an ad. Stark, editorial, angry. Illinois Shines as the counter-punch. Minimal — trusts the copy to do the work.
CTA: "30-second quiz. No spam. No sales calls."
STATIC — 1:1

Animated — HTML Ads (scroll to see animation)

Bill Transformation / Animated
$287 transforms to $31 with animation
Old bill fades out, new bill fades in. Savings amount appears. 6-second animation. Could be screen-recorded for Meta Reels.
CTA: "Get your exact number. Free quiz."
ANIMATED HTML — screen record for video
Savings Counter / Animated
25-year savings counting up to $47,280
Dark background, green counter ticking up like a slot machine. Progress bar fills. Hypnotic to watch — designed for the 3-second scroll stop.
CTA: "See your exact number. 30-second quiz."
ANIMATED HTML — screen record for video

Ad Copy Pairings (for Meta Ads Manager)

Pair with: Bill Comparison or Whiteboard
Primary: Your utility posted record profits last quarter. You posted a record bill. See the problem?
Headline: "Check What Your Neighbors Pay"
Description: Free 30-second quiz. No sales calls.
CTA Button: Learn More
Pair with: Satellite Roof or ComEd Protest
Primary: ComEd rates have climbed every year for a decade. Illinois Shines pays you upfront for the energy your panels produce. That cash hits your pocket before you flip the switch.
Headline: "ComEd Keeps Raising Rates. Illinois Shines Pays You Back."
Description: See if your home qualifies.
CTA Button: Get Quote
Pair with: Text Wall or First Solar Bill
Primary: Not every home is a good fit for solar. This 30-second quiz tells you if yours is — no phone call, no spam, just your roof + your bill + your answer.
Headline: "Is Your Roof a Good Fit?"
Description: Most homeowners overpay by 40-60%.
CTA Button: Take Quiz
Michigan / Detroit — Pair with: Satellite or Bill
Primary: DTE Energy rates keep climbing. Michigan homeowners get a deal most states don't — solar panels are exempt from both property tax AND sales tax. Your home value goes up, your tax bill stays flat.
Headline: "DTE Keeps Raising Rates. Michigan Gives You Two Tax Breaks."
Description: See your savings in 30 seconds.
CTA Button: Get Estimate