FilterBuy

FilterBuy sells AC filters nationwide to a core of 55+ homeowners and select B2B accounts. The brand grew on SEO and email and needed believable, authentic videos to stand out on paid social. With a lean team, they used Billo to cast on-voice creators and launch hook-first, ad-ready testimonials. Those videos became their first ads and the backbone of their successful campaigns on Meta.

Challenge

Build a paid-social growth channel with ad-ready UGC

Working with traditional influencers made it hard to control talking points and secure the rights they needed for paid use. FilterBuy wanted creators who would follow a clear brief, hit strong spoken and visual hooks, and deliver ad-ready files in the right formats for paid social. They also needed talent that felt authentic to an older homeowner base.

Implementation

Scale paid social with fast, repeatable UGC

FilterBuy shifted from passive ads to focused paid social campaigns using Billo content. They targeted creators who fit an older homeowner audience, wrote hook-first briefs with a clear visual trigger, and asked for ad-ready edits in multiple formats. They selected creators based on performance data and volume signals inside Billo, with favorites and a shared dashboard helping the team move faster.

Creator targeting and hook-first briefs

FilterBuy prioritized 35+ creators, often moms or older professionals, to match a 55+ homeowner base. Briefs called for a strong spoken hook and an early visual trigger, like showing a dirty filter in the first two seconds to lift engagement and CTR.

Ad-ready outputs and formats

Creators delivered pro-edited cuts with captions plus square and vertical versions, so ads could go live without manual resizing. Getting the edited file and the original gave flexibility for alternate caption styles later.

Data-led selection in one workspace

They shortlisted via Marketing Specialist and Top Ad Performers, choosing creators by CTR, Hook Rate, and ROAS numbers, as well as number of videos, and then saved a favorites list for rehires. A shared dashboard replaced email chains and improved transparency for the team.

Paid-social success

Billo content pushed the move from passive ads to an intentional paid program on Meta, with TikTok tested smaller given the demographic. In just a few months, FilterBuy improved the CTR of their video ads from 1.455% to 13.326% by refining briefs and creator selection within the Billo workflow.

Positive outcomes

Higher CTR and faster launches

Future plans and recommendations

Data-driven creator videos with Billo

FilterBuy will double down on testimonial UGC made in Billo to build on the initial success. The company will test new openings, keep what lifts CTR, and retire what doesn’t, exploring more creators and angles to scale campaigns.