Jess
Roush
Creative Strategist
I'm Jess, a UGC creator turned creative strategist with an unconventional background, and I think that's exactly the point.
Before content, I spent years in outside sales. I learned that the difference between a yes and a no comes down to one thing: knowing what emotionally moves someone to act. I carried that into every piece of content I make.
I hold Motion's Creative Strategy Certification and am based in the Pacific Northwest, working with DTC brands and agencies who want a strategic partner that understands both sides of the creative process.
jess@jessroushcreative.com
Strategic Projects
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Strategic Projects 〰️
Turning the homeowner voice into a B2B acquisition engine
Creative strategy, concept development, and scripting for Ride the Wave. A Facebook group lead generation service for home service contractors.
Client: Ride The Wave | Audience: Home service business owners |
My role: Concepting, hooks, scripting, talent | Platform: Meta (Facebook/Instagram)
Strategic Thinking
The insight: flip the POV
Most B2B service ads talk at the business owner: here's the problem, here's our solution, here's the price. I took a different approach: speak as the customer they're trying to reach.
As a homeowner and real RTW customer persona, I could narrate the exact behavior RTW's product exploits. Not "here's why Facebook groups work" but "here's what I actually do when I need a contractor", and then let the business owner connect the dots themselves.
"If that's how homeowners are making decisions, shouldn't businesses be showing up in these communities?"
This POV shift does two things: it sidesteps skepticism (a homeowner has no reason to lie) and it triggers a recognition moment in the viewer. They've seen the Facebook group posts. They've just never thought of being the one getting recommended.
Each of the five concepts was built around a different hook mechanic to test what angle of that core insight landed hardest; direct address, visual proof, contrast storytelling, text-on-screen loop, and behavioral observation.
The Brief
A B2B product that sounds like it could be spam
Ride the Wave helps home service contractors generate organic leads through strategic Facebook group participation; no ads, no cold outreach, just authentic community presence. The results are real: clients have seen 82–163 leads per engagement, with customer acquisition costs a fraction of traditional digital advertising.
The challenge: the target audience (contractors spending on Google and Meta ads with declining returns) is skeptical of anything that sounds like another marketing pitch. The ads needed to earn trust fast, and the most credible voice in the room wasn't RTW. It was the homeowner.
Performance & Ad Set Results
A selection of these concepts ran in a four-creator CBO campaign on Meta. My ad set outperformed both other creator variants on every volume metric. Metrics reflect a 30-day period; downstream conversion data (booked calls, closed deals) is still accumulating and will be added as results are reported.
74,170
Impressions (highest of 3 ad sets)
1.73% CTR
(highest of 4 ad sets)
1,286
Link clicks (2.4x the next creator)
$4,920
Ad spend for this
period
1.73% CTR on Meta. For context, the average CTR for B2B campaigns on Meta sits around 1.5% to 1.7% across all industries. This campaign targets home services business owners, a notoriously difficult-to-convert audience on social, making this result particularly strong.
The Takeaways
What the data suggests & what I'd test next:
My ad set drove significantly more top-of-funnel volume than the other three creator variants. A few hypotheses about why, and what I'd explore next:
The homeowner POV likely drove stronger scroll-stop behavior because it's an unexpected voice for a B2B ad. It breaks the pattern of what a contractor expects to see in their feed.
With five concepts running, the next step would be isolating which hook mechanic drove the most link clicks to identify the strongest angle for iteration, likely the contrast story or the visual proof concept.
The text-on-screen loop formats (concepts 4 and 5) are built to reward rewatch. I'd want to look at video completion rate and replays to evaluate whether that loop mechanic is holding attention.
If click-to-conversion rates are lower than expected, the landing page experience is worth auditing. High CTR with soft conversions often points to a message mismatch between ad and landing page, not a creative problem.
Huel: Finding the Untapped Buyer
Brand Audit + Creative Strategy
Tools: Motion App, Runneth AI, Meta Ad Library
Brand: Huel
Category: Meal replacement/Nutrition
Tools: Motion App, Runneth AI, Meta Ad Library
The Brief
Huel is the category leader in nutritionally complete meal replacement, with $335M in revenue, 584 active paid social creatives, and a pending $1.1B acquisition by Danone. At this scale, the strategic question isn't "how do we get more visibility", it's "who are we not talking to, and what would it take to reach them?"
This project used a three-part research framework to find out.
1.
The untapped persona
The self-deprioritizing millennial woman is nowhere in Huel's creative. Her micro-moments are the most emotionally resonant in the category.
2.
The motherhood moment
"I feed everyone but myself" has zero creative representation across all four competitors. The highest-resonance trigger has never been made into an ad.
3.
Cost-per-meal proof
This audience mentally audits every purchase. An explicit cost comparison gives her the permission structure she needs to buy. No competitor is running it.
4.
Body congruence over diet culture
"Your gym game is dialed. Your nutrition should be too" speaks to her effort without triggering diet-culture resistance.
5.
Peer proof over expert proof
She trusts women who look like her reporting specific, verifiable outcomes over nutritional credentials or influencer codes. The category is built on expert proof. The whitespace is peer proof.
The recommendation
POV / Day-in-the-life video
The format no competitor will see coming.
The scene: her kitchen after the kids leave. The gym bag she packed but the lunch she forgot. The fridge she stares into at 1:45pm knowing she has four minutes before the next thing.
"You already take care of everyone. Here's the 60-second version of taking care of you."
Not aspirational. Not preachy. Just the wry, self-aware recognition that she responds to because every other brand is talking to people who want to be healthier. The whitespace is the woman who already knows exactly what she needs, and has just made herself last on the list.
The Takeaway
Huel doesn't have a reach problem. It has a recognition problem. The highest-value customer in this category is already looking for a solution, she just hasn't seen an ad that proves Huel understands her life. That's the opportunity.