Ad Scaling × Holmgren Counselling

Your video scripts

Four short videos, all you talking to camera. About 20 minutes of filming, in one sitting. Every line is here to help, not to hold you to. If a sentence doesn't sound like you, say it your way.

How each video works: an opening line, a middle and a close. You film three different opening lines for each video, then the middle and the close once. We join them into three versions of every video and let the ads show us which opening people stop for.
Before you start · 5 minutes to set up
  1. Phone upright (vertical), at eye height, on a tripod or a stack of books. Set it once and don't move it.
  2. Face a window. Daylight on your face, never behind you. Your office in Chancery Court is perfect.
  3. Look into the lens, not at the screen. Talk to one person who's having a hard week.
  4. Quiet room. A rug or curtains help the sound. Clip-on mic if you have one.
  5. One solid colour to wear. No small patterns.
  6. Film each line 2 or 3 times, with 2 seconds of quiet before and after. Trip on a word? Pause and start the sentence again. We cut it.
  7. While you're set up, take 6 photos of yourself in the same spot: 3 close, 3 a little wider. No filters.
When you're done: drop the files in a Google Drive folder or WeTransfer and send us the link in Slack. We do all the editing, captions and graphics, then send you the finished videos to approve before anything runs.
The four videos
01The strong one02No “bad enough”03Meet Sarah04What EMDR actually is
01

The strong one

~35 sec · The person everyone else leans on, who looks fine from the outside and is running on empty.

1 · The opening line: film all three, one after the other
Hook A
“A lot of the people who sit in my office are the strong one. The one everyone else leans on.”
Hook B
“The people I see most often look completely fine from the outside.”
Hook C
“Being the one who holds it together for everyone else is exhausting, and almost nobody talks about it.”
2 · The middle: film once
“I'm Sarah Holmgren, a counsellor here in Lethbridge.”
“So many of the people I work with are running on empty. The 2am spirals. The tight chest before the day has even started. The short fuse with the people they love.”
“That doesn't mean something is wrong with them. It means they've carried too much, on their own, for too long. Therapy is a place to set some of it down.”
3 · The close: film once
“Book a free consult with me, in person in Lethbridge or online anywhere in Alberta. The link is below.”

We add on screen: Running on empty? · Ad text: Always the one holding it together for everyone else? Therapy is a place to set some of it down. Free consult with Sarah, in person in Lethbridge or online across Alberta.

02

No “bad enough”

~30 sec · The person who thinks their problems aren't serious enough for therapy, so they keep waiting.

1 · The opening line: film all three, one after the other
Hook A
“Most people who come to see me aren't in crisis.”
Hook B
“Something I hear a lot in a first session: ‘I'm not sure my problems are big enough for therapy.’”
Hook C
“There's no ‘bad enough’ you have to reach before it's worth talking to someone.”
2 · The middle: film once
“I'm Sarah, a Canadian Certified Counsellor in Lethbridge.”
“Most of the people I work with are still going to work, still showing up, still getting through the day. They're just tired of white-knuckling it on their own.”
“Earlier is easier. It doesn't have to feel unbearable before it's worth a conversation.”
3 · The close: film once
“Book a free consult with me, in person in Lethbridge or online anywhere in Alberta. The link is below.”

We add on screen: No “bad enough” required · Ad text: You don't have to wait until it feels unbearable. Free consult with Sarah Holmgren, Canadian Certified Counsellor. In person in Lethbridge or online across Alberta, evenings available.

03

Meet Sarah

~40 sec · Everyone who hasn't met you yet. This is the one that makes you a real person they'd trust.

1 · The opening line: film all three, one after the other
Hook A
“Before I was a counsellor, I spent 15 years in schools.”
Hook B
“I'm Sarah Holmgren, and here's what 15 years as a teacher taught me about people.”
Hook C
“People are often surprised to hear I used to be a school administrator.”
2 · The middle: film once
“For 15 years I was a teacher and administrator, sitting with students, staff and families through some of the hardest things life brings.”
“It showed me how much people carry quietly, and how much lighter it gets when someone really listens.”
“I believe everyone does well when they can, not when they want to. Today I'm a Canadian Certified Counsellor, and my approach is warm and practical. No performing, no judgment. Just a space that's yours.”
3 · The close: film once
“Book a free consult with me, in person in Lethbridge or online anywhere in Alberta. The link is below.”

We add on screen: Sarah Holmgren · Canadian Certified Counsellor · Ad text: 15 years in schools before this chair. Warm, practical counselling with Sarah Holmgren. Free consult, in person in Lethbridge or online across Alberta.

04

What EMDR actually is

~35 sec · Someone who has heard of EMDR, or has a memory that still feels stuck, and isn't sure what it involves.

1 · The opening line: film all three, one after the other
Hook A
“I get asked about EMDR a lot, so here's what it actually is.”
Hook B
“Some memories stay loud, no matter how many years go by.”
Hook C
“Talking something through, again and again, doesn't always make it feel lighter.”
2 · The middle: film once
“I'm Sarah, an EMDR-trained counsellor in Lethbridge.”
“EMDR is a structured kind of therapy for memories and experiences that still feel stuck. You don't have to describe every detail out loud for it to work.”
“It's one of the tools I use, alongside a warm, person-centred approach. Not everyone needs it, and that's something we figure out together.”
3 · The close: film once
“Book a free consult with me, in person in Lethbridge or online anywhere in Alberta. The link is below.”

We add on screen: EMDR-trained · Lethbridge + online · Ad text: Curious whether EMDR is a fit? Ask in a free consult with Sarah, EMDR-trained counsellor. In person in Lethbridge or online across Alberta.

Only you can answer this: Is this how you'd describe EMDR to a new client? Change any word that isn't right. You're the clinician here, so your wording wins.
A note on the wording

Facebook doesn't allow ads that assume anything about the viewer's health, so the opening lines talk about the people you work with, never “your anxiety”. There are no promises of results and no client stories. That keeps the ads approved and keeps your professional standing safe.

Ad Scaling × Holmgren Counselling · Lethbridge + online across Alberta