Creative
What type of images and creative works best in financial advice ads?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What type of images and creative works best in financial advice ads?
Real people in their 50s to 70s, aspirational-but-realistic UK settings (home, garden, local high street), and hand-held / authentic shots beat stock photography by 40 to 70%. Text-heavy infographics underperform almost always.
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What works
- Real photos of real clients (where allowed) or a consistent paid model.
- Natural UK settings (coastal, suburban, home interior).
- Faces over objects — humans out-convert buildings or coins.
- Hand-held mobile-style video clips.
- Specific moments (signing papers, handshake, garden meeting).
What does not work
- Stock photography of "couple with laptop".
- American-style images (identifiable US features).
- Cluttered text-on-image infographics (mobile-unfriendly).
- AI-generated people with uncanny features.
Video specifics
- Hook in first 2 seconds.
- Captions always (85% of Meta viewers watch muted).
- 15 to 30 seconds for prospecting, 45 to 90 seconds for retargeting.
- Vertical (9:16) for Stories/Reels, square (1:1) for feed.
Creative rotation
Refresh 20 to 40% of creative monthly to prevent fatigue.
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