What this service includes
- Concepts and angles: the three to five reasons a customer buys, turned into distinct ad ideas so the test compares ideas rather than colors.
- Hooks and copy: the first line, the primary text, headlines and descriptions, written in Nepali and English where the audience needs both.
- Video scripts and shot lists for Reels, Stories and Feed, including UGC-style scripts for customers, staff or creators to record on a phone.
- Static and carousel briefs with layout, text hierarchy and the format per placement, produced by your designer or, for simple variations, by me.
- Policy check of every ad against Meta’s rules for your category before launch.
- The test structure and the written record of what won, what lost and why.
Not included: full video production and photography, which I brief and your videographer or team produce. The campaigns the creative runs in are covered under Facebook Ads management services.
What works in Nepal, and what works abroad
In Nepal the ad that wins is usually a real person from the business, speaking Nepali, filmed on a phone, stating the price and the location. The fertility clinic campaign that produced 150+ leads at about NPR 180 each ran on the clinic’s own doctors explaining treatment, not on designed graphics. Audiences here have learned to distrust stock photography and English-only polish; they trust faces they could meet. Overseas, the same principle holds in a different accent: creator-style video, customer testimonials and founder explainers outperform brand films, and the copy has to be native, not translated. Both markets punish the same thing: a logo before the hook.
Ad copywriting: how the copy is built
- Hook: the problem, the result or the person in the first line and on the first frame; it must survive being the only thing someone reads.
- Proof: a specific: years, location, the doctor’s name, the delivery time, the price.
- Objection: the one worry that stops people, answered in one sentence.
- Action: a single instruction matched to the objective: send a message, fill the form, book, buy.
Each concept gets three hooks and two body variants, so the test has something to learn from. Nepali copy is written in Nepali, not translated from English, and Devanagari and Romanized versions are tested where the audience mixes both.
UGC ads and creator content
User-generated-content ads are scripted videos recorded by a customer, staff member or creator in their own voice. I write the script and shot list, brief the person on framing and sound, and cut the footage into several hooks. When a creator with an audience is involved, the ad can run from their handle through partnership (creator) ads, which adds their trust to your targeting. Every UGC ad is checked so testimonials are genuine and claims stay inside policy.
How creative is produced and tested
- Research: your customer conversations, reviews, competitor ads in Meta Ad Library and the questions your sales team hears daily.
- Concept sheet: angles, hooks and formats, agreed with you before production.
- Production brief: per placement: 9:16 for Reels and Stories, 4:5 or 1:1 for Feed, captions burned in, file specs. Vertical video is covered in depth under Facebook video, Reels and Stories ads.
- Launch in a test: three to six ads in one ad set, optimized for the Pixel or Conversions API event, never for engagement. A creative test judged on likes finds ads people like; judged on leads it finds ads people act on.
- Read the results: hook rate, hold rate, click-through rate and cost per result per ad. Losers are paused with a written reason; winners get new hooks.
- Refresh: new concepts every cycle, so there is always a challenger to the current winner.
Mistakes I fix in most accounts
- One design running for months while the cost per lead rises.
- Five ads that are the same idea in different colors, so the test learns nothing.
- English copy for a Nepali audience, or Nepali copy translated word by word from English.
- Claims that break health, finance or personal-attribute policies and get the account restricted.
- Square images cropped into Reels.
What you receive
A concept sheet, copy in both languages, scripts and shot lists, production briefs per placement, the policy check, and a creative log recording every ad’s result. The creative stays yours.
Pricing and next step
Creative and copy are included in the monthly management fee; as a standalone service for teams that run their own campaigns, it is quoted per month by the volume of concepts. The full ranges are on the Meta Ads packages and pricing page. To find out which of your current ads is actually paying its way, request a free Meta Ads audit.