Your ads stop running on whatever the designer had time to make.
Gully Sales builds the ads your paid campaigns run on: static, video and carousel creatives with copy variants, made to a test plan, matched to the landing page they point to, and refreshed before the audience tires of them.
- Creatives built as a test plan: hooks, formats and offers you can compare, not one ad.
- Each ad matched to the landing page and the offer, so the click is not wasted on arrival.
- A refresh rhythm and an asset library, so fatigue is planned for rather than discovered.
Gully Sales Private Limited makes and tests advertising creative for small and medium businesses across India, starting with a free audit.
In one paragraph
What is Performance Advertising Creatives?
Performance advertising creatives from Gully Sales are the ads themselves: static images, videos, carousels and the copy that goes with them, built for Meta, Google, YouTube and LinkedIn placements. Each set follows a test plan of hooks, formats and offers, is matched to the landing page it sends people to, cleared against platform and advertising rules, and refreshed on a schedule so campaigns never wait on the next creative.
The problem
Your media budget is spending faster than your creative can keep up.
Most Indian SMBs that advertise online started sensibly: a freelancer or the in-house designer made a few ads, the account was set up, and leads came in. Then the same ads kept running because making new ones was nobody's job. The account manager adjusted audiences and bids, the designer made a poster when asked, and the one variable that decides most of an ad's result, the creative, was left alone. Open the account and the symptoms are usually these.
You will recognise it as
- The same two or three ads have run for months, and the cost per lead has crept up while nothing else changed.
- Ads are briefed as 'make something for the festive offer' and come back as a poster with a phone number on it.
- The ad promises one thing and the landing page opens on something else, so people click and leave.
- Nobody can say which hook, format or offer worked, because only one version of anything was ever made.
- Video is missing from the mix because there is no footage, no script and no time.
- A creative gets rejected or paused by the platform and the campaign sits idle until someone notices.
What it costs the business
- Cost per lead rises as the audience tires of the same creative, and the media budget covers the gap with more spend.
- Testing budget goes on comparing audiences and bids while the biggest variable, the creative, stays fixed.
- The person running the account blames the creative, the designer blames the brief, and the owner pays for both.
- Every ad looks and sounds different, so months of paid reach build clicks but no recognition of the brand.
Why it persists. Media buying and creative sit with different people, measured on different things. The person running the account is judged on cost per result and wants fresh creative quickly; the designer is judged on how it looks, gets the brief last and never sees what the previous round did. Neither owns a test plan, so creative is made in a rush, one piece at a time, and never learned from.
If it stays unresolved. Paid advertising becomes a tax the business pays to stay visible. Spend rises to hold the same lead numbers, every campaign starts from a blank page, and the question eventually becomes whether to stop advertising at all rather than how to make it work.
What changes
What you receive, and what tends to follow once the ads are live.
In the first weeks
- A creative test plan: the hooks, formats, offers and audiences the first rounds will compare, with a hypothesis for each.
- Production-ready ad sets for each placement: static, carousel and video with copy variants, in every size and ratio the platform needs.
- A landing-page match check for every ad, so the promise in the creative is the promise on the page.
- An organised asset library with naming, version history and a refresh calendar.
In how the work runs
- Whoever runs your account always has approved creative in hand before the current set tires.
- Briefs, reviews and approvals follow one short process, so a new round does not need the owner's attention every time.
- Policy problems are caught at production, not after the platform has paused the campaign.
In sales and marketing
- Media spend that compares creatives, so the budget moves towards what people respond to instead of what was ready first.
- Fewer wasted clicks, because the ad and the landing page say the same thing.
In what management can see
- Ads that look and sound like one brand across Meta, Google, YouTube and LinkedIn, so paid reach builds recognition as well as clicks.
Over the longer term
- A record of which hooks, formats and offers worked for your business, so each new campaign starts from evidence.
- A library of proven creative that later launches, seasons and channels can reuse and adapt.
Gully Sales controls the test plan, the production, the landing-page match, the compliance check and the refresh calendar. Cost per lead and conversion depend on your offer, budget, the auction and how the account is run; we build the creative and the reporting so you can see what each round did.
Who it is for
This is for you if you are paying for reach and the creative is the weak link.
The businesses it suits
- A D2C or consumer brand running Meta, Google or YouTube ads and relying on a freelancer or in-house designer for the ads themselves.
- A B2B business running LinkedIn or Google campaigns whose ads still read like a corporate brochure.
- A clinic, school, real estate or services business spending steadily on lead-generation ads with a rising cost per lead.
- An owner whose account is run by an agency that keeps asking for 'more creative' without saying what kind.
- A company launching a product or a seasonal offer that needs a full set of ads across placements at once.
- A business with brand guidelines that wants its performance ads to look like the brand, not like a template.
What usually prompts the call
- Cost per lead has risen for two or three months and audience, bid and budget changes have not fixed it.
- A festive season, launch or campaign window is coming and the current creative stock is one poster and a logo animation.
- The platform has flagged or rejected ads and the campaign has been sitting idle.
- A new account manager or agency has asked for a creative test plan and there is none.
- You are moving into video or on to a new platform and have nothing built for it.
What Gully Sales does
The work, component by component.
Creative audit and test plan
We review every ad that has run in the recent period with its results by creative, the account structure it ran in and the pages it pointed to. From that we write a test plan: the hooks, formats, offers and audiences the next rounds will compare, each with a written hypothesis.
- Why it matters:
- Most accounts have tested audiences and bids many times and the creative almost never. The plan puts the biggest variable under test and stops rounds being made one ad at a time.
- You receive:
- A creative audit with results by ad, and a test plan with hypotheses for the first two rounds.
- Business value:
- You know what each round is meant to find out before money is spent on it.
Hooks and message variants
We write the first line, headline, primary text and call to action for each concept, drawn from your positioning and the questions buyers actually ask. Variants change one thing at a time, so a result can be read: the hook, the offer, the proof or the objection it answers.
- Why it matters:
- An ad is decided in its first two seconds. Copy that opens with the company name instead of the buyer's problem loses the scroll before the design is seen.
- You receive:
- Copy sets per concept with variants labelled by what each one tests.
- Business value:
- Results that tell you which message works, not just which picture.
Static and carousel production
Each concept is designed in your visual identity for the placements it will run in: feed, stories, reels covers, display, search companion and LinkedIn formats, with text inside the safe zones and every size and ratio exported to platform specification.
- Why it matters:
- Ads cropped from one poster lose the headline in stories and the logo in feed. Built per placement, the same concept reads correctly everywhere it appears.
- You receive:
- Static and carousel ad sets in every required size and ratio, named and exported ready to upload.
- Business value:
- Nothing is rejected for a spec error, and nothing runs with the offer cut off.
Video and motion ads
Short video for reels, shorts, stories and in-stream, built from a shoot we direct, from your existing footage and product shots, or from motion design when there is nothing to film. Each video has a script, captions for sound-off viewing, and cut-downs for the lengths each platform favours.
- Why it matters:
- Video placements are where most consumer attention now sits, and where an SMB usually has nothing to run. A workable video does not need a film crew; it needs a script and a hook.
- You receive:
- Scripts, storyboards and finished video ads with captions, in vertical, square and landscape cut-downs.
- Business value:
- Your campaigns can compete in video placements without a production budget you cannot justify.
Landing-page match and compliance check
Before hand-over, every ad is checked against the page it sends people to: the same offer, the same wording, the same next step. Each ad is also read against platform advertising policy and the ASCI code, with category rules for healthcare, education, finance and real estate, and disclaimers added where they are required.
- Why it matters:
- A strong ad that lands on a mismatched page wastes the click, and an ad that breaks a policy pauses the whole campaign. Both are cheaper to catch before launch than after.
- You receive:
- A match sheet and a compliance sheet for every ad in the round, with fixes listed.
- Business value:
- Clicks arrive on a page that continues the conversation, and campaigns do not stop for avoidable rejections.
Asset library, refresh calendar and reporting
All creative lives in one organised library with a naming convention and version history. A refresh calendar sets when the next round is briefed, with fatigue triggers agreed with whoever runs the account. Each month we read the platform's results by hook, format and offer and write what the next round should test.
- Why it matters:
- Creative that is made and forgotten teaches nothing. The library and the report turn each round into evidence for the next one.
- You receive:
- The library, the refresh calendar and a monthly creative report with the next brief attached.
- Business value:
- Your advertising gets better with each round instead of starting again each season.
What you will have at the end.
- Creative audit of past ads with results by creative, and a written test plan with hypotheses.
- Copy sets per concept: hooks, headlines, primary text and calls to action, with variants labelled by what they test.
- Static ad sets in every placement size and ratio required, exported to platform specifications.
- Carousel ads with per-card copy and design, for product ranges, step sequences and proof sequences.
- Short video ads with scripts, storyboards, captions and cut-downs for feed, stories, reels, shorts and in-stream.
- Landing-page match sheet for every ad, listing the page it points to and any mismatch to fix.
- Compliance sheet with platform policy, ASCI and category rules checked per ad, and disclaimers where needed.
- Naming convention and organised asset library with version history and editable source files.
- Refresh calendar with fatigue triggers agreed with the account team, and the next round briefed in advance.
- Monthly creative performance report reading platform data by hook, format and offer.
- An anonymised sample test plan and creative report from a past round, shared at the audit so you can see the format.
How it runs
The engagement, step by step.
- 1
Audit and test plan
We take view access to your ad accounts, pull every creative that has run with its results, review the landing pages and any brand or positioning documents, and interview the owner and whoever runs the account. From that we write the test plan and agree the placements and formats the first round will cover.
- You provide:
- View access to the ad accounts, current creative files, landing-page links, brand guidelines if they exist, and an hour with the owner and the account team.
- We produce:
- The creative audit and the test plan with hypotheses for the first two rounds.
- Done when:
- The owner and the account team have agreed what the first round will test and where it will run.
- 2
Concepts and copy
We develop the concepts the plan calls for and write the hooks, headlines, primary text and calls to action for each, with variants that change one thing at a time. Copy is checked against the offer and against what the landing page actually says before design begins.
- You provide:
- Product and offer facts, verified proof points, and a prompt review of the copy.
- We produce:
- Approved copy sets per concept, with each variant labelled by what it tests.
- Done when:
- Copy is approved and every claim in it can be supported.
- 3
Static, carousel and video production
Designers and editors build each concept for every placement in the plan: static and carousel in all required sizes and ratios, and video from a directed shoot, your existing footage or motion design, with captions and cut-downs. Everything is exported to platform specification and named to the convention.
- You provide:
- Product shots, footage and logo files, access to the location or product for a shoot if one is planned, and a review of the first exports.
- We produce:
- The full ad set for the round, production-ready.
- Done when:
- Every ad in the round is approved and exported in every required format.
- 4
Match and compliance check
Each ad is checked against the page it points to and against platform policy, the ASCI code and any category rules for your sector. Mismatches and required disclaimers are listed, fixed in the creative where we can, and flagged to your web team where the page must change.
- You provide:
- Confirmation of the landing page for each ad, and any regulatory wording your sector requires.
- We produce:
- A match sheet and a compliance sheet for the round, with fixes applied or assigned.
- Done when:
- No ad in the round points to a mismatched page or carries an unsupported or non-compliant claim.
- 5
Hand-over and launch support
The round is handed to whoever runs the account, in the library and with an upload sheet naming each file, its placement, its copy and the ad set it belongs to. We stay available while the ads are loaded and approved, and fix any creative the platform rejects.
- You provide:
- Time from the account team to load the ads, and a note of any rejection or approval delay.
- We produce:
- The library, the upload sheet and any revisions needed to clear platform review.
- Done when:
- Every ad in the round is approved by the platform and live.
- 6
Read results and refresh
After the agreed run period we read the platform's results by hook, format and offer, compare them with the hypotheses, and write the creative report. The report ends with the brief for the next round, and the refresh calendar is updated with the fatigue triggers observed.
- You provide:
- Continued view access to the accounts and a short review meeting.
- We produce:
- The monthly creative report and the next round's brief.
- Done when:
- The next round is briefed before the current one tires.
Ways to work with us
Four ways to engage, depending on how much creative your campaigns need.
Creative audit and test plan
The first stage on its own: every ad you have run assessed by result, the landing pages checked, and a test plan written for your own team or agency to produce against.
Campaign creative set
One full round for a campaign: audit, concepts, copy, static, carousel and video production, match and compliance check, hand-over and a results read at the end of the run.
Monthly creative retainer
Ongoing production for accounts that spend every month: a refresh round on the agreed calendar, the monthly creative report, fatigue watch and rejection fixes, with the library maintained.
Launch or season pack
A concentrated build for a product launch or a festive window, producing the full set of ads across placements at once, with the refresh rounds for the period planned in advance.
Why Gully Sales
What you are actually choosing when you choose us.
Creative is treated as the variable under test, not the decoration.
Gully Sales builds sales and marketing systems for Indian SMBs, and performance creative is built the way a system is: with a hypothesis, a variant that isolates it, and a result that is read and acted on in the next round.
The ad and the landing page are checked together.
We match every ad to the page it sends people to before it goes live. A click that arrives on a page saying something different is the most common leak in SMB campaigns and the easiest to close.
Built for the placements Indian audiences actually use.
Reels, shorts, stories, WhatsApp click-to-chat ads and vertical video are where consumer attention sits, and where most businesses have nothing to run. We produce for those placements first, not as cut-downs of a print poster.
Compliance is part of production, not a surprise after launch.
Ads for healthcare, education, finance and real estate carry rules under platform policy and the ASCI code. We check every ad before hand-over, so a campaign does not sit paused while someone works out what was wrong.
We work alongside whoever runs your account.
Your in-house team, freelancer or agency keeps running the media. We supply the creative, the test plan and the report they need, on a calendar agreed with them, so the account is never waiting for the next round.
Where it applies
The same service, in different businesses.
D2C food and wellness
- The situation:
- A packaged snack brand runs Meta ads from product photographs and a discount code, and cost per order has risen over the season while the same three ads keep running.
- How it applies:
- A test plan comparing ingredient, occasion and proof hooks; short videos from a single shoot with captions and cut-downs; carousels by product range; a refresh round on an agreed cadence.
- Likely benefit:
- The brand learns which reason to buy works for its audience, and the account has new creative before the current set tires.
Real estate and housing
- The situation:
- A developer advertises a residential project with a rendered image and 'book a site visit', and the leads that arrive have not understood the location, size or price band.
- How it applies:
- Ads built around the buyer's questions: location, configuration, price band and possession, with disclaimers checked against category rules, each pointing to a page that answers the same question.
- Likely benefit:
- Enquiries arrive already knowing the basics, so the sales team spends its time on people who fit.
Healthcare and clinics
- The situation:
- A multi-speciality clinic runs lead ads for a treatment, and several have been rejected for claims the platform will not allow, leaving the campaign paused for weeks.
- How it applies:
- Hooks rewritten around symptoms and the consultation process rather than outcomes, compliance checked per ad, and doctor-led short videos that explain what to expect.
- Likely benefit:
- The campaign runs without policy interruptions and the ads set the right expectation of the first visit.
Industrial and B2B equipment
- The situation:
- A machinery manufacturer runs LinkedIn ads that show the factory and the product name, and the clicks come from students and job seekers rather than plant buyers.
- How it applies:
- Ads built around the plant buyer's problem, the selection criteria and a proof case, in LinkedIn formats, pointing to a page written for that buyer.
- Likely benefit:
- Fewer wasted clicks and enquiries from the people who actually specify and buy the equipment.
Education and coaching
- The situation:
- A coaching institute advertises admissions with a poster of the fee offer, and parents who click cannot find the course details or the batch dates on the page.
- How it applies:
- A test plan comparing outcome, faculty and fee hooks; parent-facing short videos; carousels by course; and a match check so each ad lands on the right course page.
- Likely benefit:
- Parents arrive on the page that answers their question, and the institute can see which message brings admissions enquiries.
Home interiors and furnishing
- The situation:
- A modular kitchen studio runs Instagram ads from finished-project photographs, and the enquiries want a price the studio cannot give without a site visit.
- How it applies:
- Ads built around the process, the budget bands and the showroom visit, with before-and-after carousels and a short video walkthrough, pointing to a visit-booking page.
- Likely benefit:
- Enquiries expect a consultation rather than a price list, and the studio's design team spends its time on real projects.
Questions buyers ask
Before you enquire, the answers you will want.
What inputs and access do you need to start?
View access to your ad accounts, so we can read past results by creative without touching the campaigns; your current creative files; the landing pages each ad points to; brand guidelines and any positioning document if they exist; product shots and footage; verified proof points; and an hour with the owner and whoever runs the account. If a shoot is planned we need access to the product or location. The owner's time after that is mostly approving copy and the first exports of each round.
Do you run the ad account and manage the media spend as well?
Not under this service. Performance advertising creatives is the production side: the test plan, the ads, the match and compliance checks, the library and the creative report. Your in-house team, freelancer or agency keeps running the campaigns, and we work to a calendar agreed with them. If you also need the account set up or managed, that is a separate service under our demand generation pillar and we can scope both together at the audit.
How long does an engagement take?
It depends on how many platforms and placements the plan covers, whether video needs a shoot or can be built from existing footage, and how quickly your team reviews copy and exports. A single campaign round is shorter than a launch pack across every placement, and a retainer runs on the refresh calendar we agree. We set the schedule with milestones at the audit and confirm it before work starts rather than quoting a fixed duration before we have seen the account.
How is success measured, and over what period?
Against the baseline we record at the audit: click-through and cost per result by ad, how long ads run before fatigue, rejections, and whether enquiries understood the offer. Each round is read after its agreed run period, by hook, format and offer, and the report says what the next round should test. We report what the creative did; overall cost per lead also depends on the offer, the budget, the auction and how the account is run, and the report separates those where the data allows.
What service levels, turnaround and recovery provisions are included?
Each engagement states the turnaround for a round, for a revision and for a rejection fix, agreed at scoping and written into the plan. If the platform rejects or pauses an ad, we revise it within the agreed turnaround so the campaign is not left idle. Every file lives in a shared library with version history, so a lost or overwritten asset can be restored, and editable source files are yours at hand-over. Access is view-only on your accounts and can be withdrawn at any time.
What is excluded from the scope?
Running the ad account, setting budgets and bids, and buying media. Building or changing the landing pages, although we list every mismatch for your web team. Brand strategy, naming and logo design, which belong to their own services. Organic social content and brand films that are not built to be measured as ads. Print and outdoor creative. Regulatory sign-off for your sector remains yours; we check ads against platform policy and the ASCI code and flag what needs a specialist.
Can you produce video ads if we have no footage and no budget for a shoot?
Yes. Many effective short video ads are built from product shots, screen recordings, customer photographs and motion design over a scripted voice or caption track. Where a shoot adds real value, a directed half-day with a phone-quality camera and a script usually covers a full round. What matters is the hook in the first two seconds and captions for viewers watching without sound, and both are written before anything is filmed or animated.
Which platforms and placements do you build for?
Meta placements across Facebook and Instagram, including feed, stories, reels and click-to-WhatsApp ads; Google display, YouTube in-stream and shorts, and the image and video assets Google's campaign types need; and LinkedIn single-image, carousel, video and document formats for B2B. Each concept is built per placement rather than cropped from one master, and exported to the specification each platform publishes, so the offer and the logo are never cut off.
4 more questions
How many creatives are in a round, and how often should they be refreshed?
The test plan decides both. A round usually has a few concepts, each with variants that change one thing, built for the placements in the plan, which is enough to read a result without spreading the budget too thin. Refresh timing comes from your own data: the audit shows how long past ads ran before results declined, and the calendar is set from that and adjusted as each round is read. Accounts spending heavily tire faster and refresh more often.
Will the ads look like our brand, or like every other ad on the platform?
Like your brand. If you have brand guidelines we build inside them; if you do not, we agree a simple set of rules for colour, type, logo placement and tone for the ads before production starts. Performance creative does borrow formats that work on each platform, such as native-looking video and plain-spoken hooks, but the offer, the proof and the look are yours, so months of paid reach build recognition and not just clicks.
Do you check the landing pages, and will you fix them?
We check every ad against the page it points to for the same offer, the same wording and the same next step, and list every mismatch in the match sheet. Fixing the page is outside this service, but the sheet is written so your web team or ours can act on it directly. If a page is missing altogether, our landing page development service builds it, and we would recommend settling that before spend goes live on the ad.
How do you handle ads for healthcare, education, finance or real estate?
These sectors carry extra rules under platform advertising policy and the ASCI code, and some carry regulatory requirements of their own. We write hooks that stay within them, for example around symptoms, process and expectations rather than outcomes for a clinic, add the disclaimers that apply, and record each check on the compliance sheet. Where a claim needs your regulator's or your legal adviser's sign-off, we flag it rather than run it.
Talk to us
Creative should be the thing you test, not the thing you skip.
The free audit is a working look at your current creative, what it has cost and where the leaks are, not a pitch. If the honest answer is that the offer, the landing page or the account set-up needs fixing first, we will say so and point you to it.
- No obligation and no sales script
- A reply from someone who does the work
- Your details are never sold or shared