Throldahl Construction
Ad Scripts · Batch 1 of 4

Batch 1: Craftsmanship Worthy of the House

These ads speak to homeowners who've invested in a great house and feel their deck or backyard doesn't live up to it. We open on their dream (an outdoor space that matches the home) and their worry (paying good money to the wrong crew), then you come in as the craftsman who builds to the standard of the house.

🎣 The openers

how each ad starts · ~10 seconds each

Each of these is the first thing a homeowner hears. One line = one clip.

1
Nice house, worn deck 26w
"You didn't buy a nice house to look at a wore-out deck. Before you call anyone about replacing it, there's something most builders won't tell you."
2
The nicer the house 28w
"The nicer the house, the more it shows when the deck was built by the wrong crew. If you're planning one this year, stop and hear this first."
3
Best room in the house 27w
"Your backyard should be the best room in the house. If it's not, before you get a single deck quote, there's one thing you need to know."
4
Photo vs ten winters 24w
"Everybody can show you a pretty deck photo. Almost nobody builds one that still looks that way in ten Minnesota winters. Here's the difference."
5
The whole dream 26w
"If you're dreaming about a new deck, a porch, an outdoor kitchen, the whole thing, don't sign with anybody until you know what to look for."
6
Raise it or drag it down 29w
"A deck can raise the whole feel of your home, or quietly drag it down. Before you replace yours, take thirty seconds and hear how to tell the difference."

🥩 The middles

the heart of the ad · ~45 seconds each

Any opener can lead into any of these. Once you know the beats, you can say these in your own words.

A
The craftsman reveal 103w
"I'm Josh Throldahl. I've been doing this my whole life. I remember being a kid on job sites learning to hawk and trowel, and I never stopped. Decks, porches, three-season rooms, outdoor kitchens. Here's what I believe: your outdoor space should be built to the same standard as the house it's attached to. So I listen first. I explain the difference in the products, step by step, so you actually know what you're paying for. And I build it like my name's carved into it, because it is. That's what keeps true craftsmanship alive, and it's why my customers call it magazine quality."
B
The parts you can't see 103w
"A deck looks simple until you know what's under it. Footings below the frost line. The ledger. The flashing. The fasteners holding it all together through freeze and thaw. That's the stuff you can't see in the pretty photo, and it's exactly where a cheap build cuts corners. I've been asked to fix decks on beautiful homes that were heaving off their footings after a few winters, because somebody rushed the part nobody checks. I don't build that way. I build the bones right, use materials that hold up, and back my work with a written labor warranty. Your house deserves that standard."
C
The transformation 106w
"Think about what you actually want out there. Morning coffee on a porch that feels like part of the house. Dinners on a deck people compliment before they're up the steps. A customer in Savage told me their new three-season porch wouldn't have happened without us, and that's the point. When it's designed around how you live, and built by someone who sweats the details, your outdoor space stops being a chore list and becomes the reason you love the place. That's what I do. I listen, I design it with you, and I build it once, right, to match the home you already invested in."

📣 The endings

same two for every batch · ~12 seconds each
1
Soft / honest 33w
"If you’re even thinking about it, let’s just talk. We’ll set up your custom design meeting and free estimate. I’ll listen, walk you through it, and be straight with you. Tap Learn More."
2
Direct / dream 34w
"Here’s the next step. A custom design meeting and free estimate for your dream outdoor project. We’ll design it together and I’ll give you an honest number. Tap Learn More and grab a time."
Like this direction best? Tell Spencer in Basecamp: "Batch 1." That's all it takes.
Batch 2: The Straight Shooter →