Six months of video ads, November to April. Every one of them sells a whole house — not a window, not a door, not a repair. This is what to film, when, and exactly what goes on screen.
18Films
6Months
12–15sEach
9:16Vertical
The aim
A single window fills the frame. A frontage fills the diary.
The work worth winning is whole-house. Every sash on a period terrace, a full conservation replacement, a bay and the windows around it. So the camera has to say so before the words do.
Show the elevation, not the pane. A window filling the frame sells one window. The same window, shown as one of six across a frontage, sells the frontage.
Hook small, resolve big. The hooks stay specific — a hand wiping condensation, a screwdriver going into rot — because that is what stops the scroll. It is the resolution that has to be the whole house.
The rules
These apply to all eighteen. Not most of them.
12–15 secondsTen barely fits a before and after plus a CTA. Seven does not.
Open captions, alwaysMost of this is watched with the sound off. Captions are not the same thing as the one line on screen.
Its own lineNo two films share on-screen text. All eighteen are listed further down.
An offer on every filmThe free survey, unless the film says otherwise.
The offer is never the hookIt lives in the caption and the last two seconds. An offer in the first two suppresses watch time.
Two-second CTA beatWording matches the button. Currently “Enquire Now” — see question 1.
Nothing in the bottom thirdThat band is where Meta puts its own interface on Reels and Stories.
No burned-in URLThe click comes from the ad unit. Put the offer in that space instead.
No numbers you cannot proveNo energy savings, no bill reductions, no decibels, no percentages, no prices, no lead times.
Before anything is made in volume: film one, run it through the placement preview in Ads Manager, confirm the safe zones. Whatever is wrong in the first film repeats across all eighteen.
November
ModerateFirst cold snap
Heating goes on, condensation appears on old glass, draughts become obvious. The month the problem is in the room with them every morning. Launch here and prove the films before the heavy spend in January.
01
If one does it, they all will
On screenIf one window does this, they all will.
Hook
A hand wiping heavy condensation off an old sash. No voice, just the squeak.
Then
The same condensation on the window next to it, then across the frontage. These windows are at the end of their life as a set. Cut to the house restored throughout.
Not a nuisance to be fixed. Wiping one window is a job for a cloth; failing windows across a property is a job for a survey.
Whole house
02
Count the draughts
On screenCount the draughts in this house.
Hook
A candle flame or strip of tissue held by a rattling sash, visibly moving.
Then
The same test at the next window, and the next, and the next. Pull back to the whole frontage. It is not one bad window.
Draught-proofing on its own is a small maintenance job. It is the symptom here, never the product.
Whole house
03
What customers actually say
On screenOver 100 five-star reviews on Google.
Hook
A real review on screen, held long enough to read.
Then
Finished whole-property installations in recognisable London streets.
Runs
Every month. Make this one first and never turn it off.
Real reviews, exactly as written. No composites, no tidying the wording.
Evergreen
December
LightCold room, full house
Visitors, entertaining, and someone finally saying out loud that the front room is freezing. The slowest month for window orders and the dearest advertising of the year — collect the enquiry, do not chase the sale.
04
The coldest room has the biggest windows
On screenThe coldest room has the biggest windows.
Hook
An empty, handsome period front room in cold light.
Then
The bay and the draught, then the same room restored with people in it. Keep the flat windows either side in shot so it reads as a room, not a unit.
Bay windows
05
All of them, not just the bad one
On screenAll of them. Not just the bad one.
Hook
A wide shot of a complete London terrace frontage. Every window old.
Then
The team working across the elevation — one opening, then another, then another. Finish on the completed frontage from the same angle as the hook.
The flagship film
06
Book now, fitted in the new year
On screenFree survey now. Warmer by spring.
Hook
Someone on a doorstep with a clipboard and a tape measure.
Then
The surveyor working round the house, not stopping at one window.
“Warmer by spring” is a season, not a lead time. Never a number of weeks.
Whole house
January
HeavyCan I even replace these?
The new-year rebound, the cheapest advertising of the six months, and the biggest question a conservation-area homeowner has. The Chelsea and Putney conservation articles are already among the best performers on the site, so the appetite for this answer is proven.
07
Am I allowed to replace these?
On screenConservation area? There are rules.
Hook
Straight to camera over a period terrace: “Live in a conservation area?”
Then
Like-for-like timber across the whole frontage, correct glazing bar profiles. Getting the specification right for the property is the job.
Guide, never guarantee. Nothing that sounds like a promise of approval.
Strongest fit
08
Wood or uPVC, honestly
On screenTimber or plastic. Look at them side by side.
Hook
Two windows side by side in the same opening. Let the viewer judge.
Then
Widen to two houses, or the same house part-done. A houseful of plastic against a houseful of timber is the comparison that matters.
Critique uPVC as a material, never a named company.
Whole house
09
Spread the cost
On screenSpread the cost over up to 10 years.Plus the qualifier, legible — see below.
Hook
The finished frontage, then the offer. Short and plain.
Then
Workshop and fitting footage. Nothing new needs filming for this one.
The one regulated film in the set. Read the finance section before making it.
Finance
The finance film is the one that has to be exactly right.
Advertising credit is regulated. An earlier draft of this plan said “0% finance available” with nothing else on screen. Against the live finance page, that is misleading — and it would land badly at the survey when the deposit came up.
Deposit
50% deposit required on all orders
Interest-free
0% APR, over 12 or 24 months only
Longer term
9.9% APR representative, 36 to 120 months
Examples shown
Based on a £10,000 purchase with a 50% deposit
Status
Todi and Boys Ltd acts as a credit broker and not a lender
What goes on screenSpread the cost over up to 10 years. 50% deposit. 9.9% APR representative. Finance is subject to status and affordability checks.
The longer-term product is also the genuine affordability lever on a job of this size, which is why the film leads on it. If you would rather keep the 0%, the compliant version is: 0% APR over 24 months. 50% deposit required. Finance is subject to status and affordability checks. One or the other — not the original.
February
HeavyNoise and objections
Still cold, still cheap, and the right moment to answer the things that stop people enquiring at all.
10
A London street, from inside
On screenSame street. Different window.
Hook
Traffic at full volume over a window, then the window closes and it drops away.
Then
Move through two or three rooms on the street side so it reads as the house.
Audio
Real street sound, not music. The whole film is the sound.
Show the difference. Never claim a decibel figure or a percentage.
Whole house
11
Will I need a decorator?
On screenNo. We finish the job properly.
Hook
The question as text over a finished reveal. Clean plaster, no mess.
Then
Several rooms finished, not one. That is what makes the answer credible at scale.
This objection grows with the job — a whole-house replacement means more rooms disrupted.
Supports the sale
12
When repair stops making sense
On screenRot doesn’t stop at one window.
Hook
A screwdriver going into a soft, rotten sill. Slightly horrible, on purpose.
Then
The same test at the next window, and the one after. The survey finding it across the property. Then the replacements going in.
Whole house
March
ModerateStart now, done by summer
The run-up to the spring peak, and the real reason to start early: a denied conservation application can add weeks before a single window is made.
13
Start now, or wait for the paperwork
On screenApplications take weeks. Start now.
Hook
Drawings and a specification on a table, then a season change on the same frontage.
Then
The specification is what gets approved, and that is the part you do for them. Survey, make, fit, across the property.
Supports the sale
14
The bay window
On screenBay windows, built the traditional way.
Hook
A wide period bay, filmed low and slow. The best-looking thing you make.
Then
The curve, the joinery, the glazing bars — then the elevation it sits in.
Bay windows
15
Made in our workshop
On screenHand-made in Surrey. Fitted in London.
Hook
Timber going through the machine at Chessington. Close and loud.
Then
A mortise and tenon coming together by hand, a rack of finished frames for one property, then the install.
Supports the sale
April
ModerateLight, air, the whole house
The house opens up. Light and air matter more than warmth, and anyone whose sashes are painted shut notices that week.
16
Every window open, first time in years
On screenEvery window open. First time in years.
Hook
A hand trying to lift an old sash that will not move. Painted shut, cord gone, or simply too heavy.
Then
The finished house with every window thrown open on a warm day, curtains moving. Walk through two or three rooms.
Whole house
17
One house, every window
On screenOne house in Chelsea. Every window.
Hook
The borough on screen over the finished house.
Then
One real project, start to finish. The house before, the specification, the work, the finished frontage. Name the borough and the period.
A real project only, and the homeowner’s agreement before filming or naming a street.
Whole house
18
The size of job we do
On screenWe replace whole houses, not single windows.
Hook
Todi or a surveyor straight to camera, no music under the first line.
Then
Plainly what you take on — whole houses and full elevations in period and conservation properties — and what that involves.
Everything else signals job size through framing, which is a weak filter. Saying it outright is the strongest tool there is. See question 4.
Supports the sale
Every line, in one place
No two films say the same thing.
Two of the first four concepts shared the same on-screen text. When that happens the set stops being a test and becomes a repetition. Check against this before filming.
On-screen line
Month
Sells
01
If one window does this, they all will.
Nov
Whole house
02
Count the draughts in this house.
Nov
Whole house
03
Over 100 five-star reviews on Google.
Evergreen
Supports
04
The coldest room has the biggest windows.
Dec
Bay
05
All of them. Not just the bad one.
Dec
Whole house
06
Free survey now. Warmer by spring.
Dec
Supports
07
Conservation area? There are rules.
Jan
Whole house
08
Timber or plastic. Look at them side by side.
Jan
Whole house
09
Spread the cost over up to 10 years.
Jan
Finance
10
Same street. Different window.
Feb
Whole house
11
No. We finish the job properly.
Feb
Supports
12
Rot doesn’t stop at one window.
Feb
Whole house
13
Applications take weeks. Start now.
Mar
Supports
14
Bay windows, built the traditional way.
Mar
Bay
15
Hand-made in Surrey. Fitted in London.
Mar
Supports
16
Every window open. First time in years.
Apr
Whole house
17
One house in Chelsea. Every window.
Apr
Whole house
18
We replace whole houses, not single windows.
Apr
Supports
Before filming starts
The plan is ready. Six answers unlock it.
None of these are big jobs. All of them are cheaper to settle now than after eighteen films are made.
Which button does Meta actually offer?The call to action currently reads “Enquire Now”. We corrected the spelling from the American “Inquire”, but we have not confirmed that exact wording is selectable in Ads Manager. The usual options are Learn More and Get Quote. Worth two minutes in the account before it is burned into every film.
Finance: the 10-year product, or 0% with the deposit stated?Both versions are written. We would lead on the longer term, because it is the one that actually makes a job of this size affordable.
Zopa, or a panel of lenders?The finance page names Zopa Bank in the answers and “a panel of lenders” in the footer. Those should agree before an ad points anyone at the page.
Is “whole houses, not single windows” how you want to be seen?Film 18 says it outright. If you would rather state a minimum — most of our projects are so many windows and up — tell us the real number. We will not invent one.
Which project for film 17, and will the owner agree?It needs one real house, named by borough, with the homeowner happy to be filmed and identified by street.
Is there a lead time we can use?The site states none, so no film implies one. If there is a reliable figure, even a range, films 06 and 13 get noticeably stronger.