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Instagram Video Ads That Convert: Social Media Marketing for Churches // Brady Sticker
Episode 122 • 17th November 2025 • Six Figure Business Mastery • Kirsten Graham & Jeanne Willson
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Want to create Instagram video ads that convert without wasting money on trial and error? In this powerful episode, Brady Sticker joins Kirsten Graham and Jeanne Willson to reveal the secrets behind running profitable ad campaigns that actually drive results.

Learn how to craft high converting offers, write irresistible ad hooks and CTAs, and master Facebook and Instagram ad optimization to reach the right audience. Whether you’re a business owner or a ministry leader, this conversation covers both video ad strategy for entrepreneurs and social media marketing for churches with practical insights that work.

We also explore church marketing strategies that work, lead generation with Instagram and Facebook ads, and how to create effective Instagram ads that attract engagement, conversions, and community growth.

If you’re ready to take your social media ads from overlooked to unstoppable, this episode is for you.

Helpful Links:

Brady Sticker Website

Connect with Brady Sticker

The Marketing VA Advantage 

Six Figure Business Coaching 

Mastering Online Marketing for Entrepreneurs

Double Your Income with a Marketing VA, even on a tight budget

Transcripts

Speaker:

welcome to the 6 figure Business Mastery podcast

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where every week Kirsten and Genie

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dive into the essential topics to fuel your business

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growth from copywriting to course creation

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mindset to video marketing

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they've got you covered

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tune in for expert guest interviews on all things

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marketing and business

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and learn how to work on your business

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not just in it so

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get ready to unlock your business potential

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and take it to the next level

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if you're ready to finally turn Instagram

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video ads into real results

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this episode is for you

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it's gonna break down exactly what to run

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what to avoid

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and how to craft an offer that actually converts

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so our guest today I'm excited to introduce you to

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his name is Brady Sticker

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his company is Church Candy

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I love that name and we look forward to having you

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and learning more from you Brady

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thanks for coming yes

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of course Jenny

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I'm so excited to be here with you guys today

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well Brady

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I always love to ask this question first

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how did you end up in the place

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where you are with church candy and running ads

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what was your journey to get here

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yeah it's a great question

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I get that a lot'cause I'm very young for where I'm at

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at life I got married at 19

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and you don't typically see that with my generation

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I'm 27 years old I have two wonderful kids and yeah

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so I was actually a pastor

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over the youth ministry at my church

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and it was a smaller church

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so they couldn't afford to pay me

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so I had a day job

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and that day job was actually running ads

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for chiropractors

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I worked for a marketing agency that did that

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that my dad actually started

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and throughout that season

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my pastor asked me one day he's like Brady like uh

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is there a way you could take kind of

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what you learn from your day job

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and help us out at the church

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and we wanna greet some people in the city

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invite people to church

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with some social media campaigns

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I was like yeah

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absolutely let's do it and it took a while

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like the first $500 our church spent on ads

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no one showed up from it

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I was I was embarrassed and I I was like okay

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this is not gonna work but luckily

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my pastor didn't give up on me and we kept trying it

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and eventually like

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we got things ironed out

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and we started seeing new families visit our church

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and then all of a sudden

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I started getting phone calls from other pastors

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in other cities asking if I could help them too

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and so today we've served over 1,000 churches

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and we say that

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we're on a mission

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to connect a million people to a local church

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and we track that every single week

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we have now connected over 300,000 people to churches

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all across the country

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what a great impact you're making

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that's amazing yeah

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and I think I live in Florida

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we joke that nobody is actually from Florida

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everybody moves here and I know for a lot of people

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that's the first thing that they're working on

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figuring out is what church to go to

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so do you have a lot of Florida clients

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oh we have clients all over

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like it's funny

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I had my team make a map of everywhere we have churches

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you would think it would mainly be in the south

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or the Bible Belt but it's everywhere

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we've got churches in Miami

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we've got churches in Seattle

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churches all across the east and West Coast California

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New England so it's really cool to see how God's using

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you know church

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candy to impact so many people all across the country

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awesome now

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do you only run ads for churches

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or do you run ads for other businesses

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so the company only runs ads for churches

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I do take on some high ticket coaching clients

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where I help set up your ads for your business

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that's at a lot larger scale

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and that basically came across

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whenever I would always tell people no

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and then someone was like well

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everyone has a price and I was like alright

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well let's let's chat about that

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so I do take on a handful of those clients

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but for the most part it's just churches okay

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so for all of you listening out there

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let your pastors know about

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Brady and his ads that he runs

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who knows maybe your church could grow that way

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so I love this so what are some of the you know

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when you first are gonna run an ad campaign

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what are some of the things that you need to do

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right off the bat yeah

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I mean for me

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we've grown our business

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like the way we've reached pastors

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the No. 1 lead source for us is

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Instagram and Facebook ads

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and so this is something that yes

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we do for our clients

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but we know for us really really well

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and I think like

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if you're just wanting to start running ads

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the thing that you need to focus on is

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how do you make the ads not look like ads

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like that's what we have found that works the best

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if like it doesn't look like an ad

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because here's the thing like

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if people are on social media

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and they come across your ad well

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if it's obviously

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you're just trying to sell them something

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what do they do they're just gonna swipe away right

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like they're not gonna stop it

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but if you can

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get them engaged and hooked at the very beginning

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and it doesn't obviously come across right away that

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like oh this is obviously an ad

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Brady's trying to sell me something

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you're going to see way better results with your ads

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like for us

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all of our ads that we run for our business

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are focused on filling up a calendar with like

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sales appointments sales calls

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and what we have found that works best are ads

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instead of me just running my mouth to the camera

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like this

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it's ads of our clients talking about the results

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we've gotten them where it's

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so I actually host a podcast

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and I've started doing it all in person

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and here's why

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it's actually I record right here in the studio

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the reason why I do the podcast in person

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I'll fly one of our clients out here

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it gets expensive but it's worth it

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because I have just found that a video of someone on

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like a podcast clip

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because people are already used to seeing podcast

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clips on social media it performs really really well

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and so if I sit down with a client and interview them

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ask them their story tell them you you know

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just ask a them to tell their story

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and then we talk about like

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how our business has impacted their ministry

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and then they talk about all the new guests

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they've gotten all the growth they've gotten

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whenever they have one of these podcast microphones

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and they're looking off to the side and they're saying

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yeah the No. 1 thing we did to grow our church was

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use church candy

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that doesn't look like an ad comparatively nothing

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obviously I love all podcast shapes and sizes

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I'm literally doing a virtual podcast right now

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but if I only did virtual

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and the pastor's looking into the camera and says yeah

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the No. 1 thing we did to grow our church is use church

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candy it just doesn't have the same feel

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because I'm looking directly into the camera

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that could be an actor that I paid for all we know

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but there's when your ads don't look like ads

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there's a sense of authenticity

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and that's why I love using like podcast clips

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and just like

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authentic testimonials have just worked really

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really well for us

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booking calls for our marketing agency

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so great to come up with like something so small

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like looking away from the camera

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that has such a great impact

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yeah we've tested all sorts of

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I'm embarrassed

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and I don't want to say how much we have spent on ads

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this year

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but it is in the six figures and it's only September

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so we have like really found

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what has worked to get service based businesses

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new clients cause we did it for our business

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and so I struggle with a

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lot of other entrepreneurs as far as like

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shiny object syndrome so

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it makes me want to now start helping other businesses

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too but I've got to I stay focused

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I always remind myself Steve Jobs used to say

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focus is saying no to good ideas

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but like I said to everyone's got a price

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so if you do want me to help you with this

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shoot me a DM on Instagram

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and maybe it'd be a good fit

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but most likely I'm gonna say no haha

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but I love that that's also about the

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the whole thing that you have your niche

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you know who you can help the most

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and you're really focused on that

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and it's also your heart right

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like helping churches bringing new families

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so absolutely makes sense

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so what are some of the three

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3 key points to build a better ad

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like you know if you're helping people figure out like

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what type of ad should they create

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obviously the video ads having your customers in them

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but what are some other things that they can

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do to build great ads yeah

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I I always tell people like

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you need to look at the 3 p's the people

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pain and promise right

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so people would be who are you showing this ad to right

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what we have found

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that works best for actually targeting

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the people that I wanna reach

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which would be like

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lead and executive pastors of churches

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there's a strategy called retargeting

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this is like what Amazon does

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like if you're on Amazon

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and you're looking at a cool podcast microphone

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like this then you go to Instagram

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and you see ads for this microphone

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that's not a coincidence right

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Amazon knows that you're interested in this

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so they're gonna target you directly with ads

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so what we do and we do this for our clients too

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it's really easy

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you just set up the meta pixel on your website

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and it allows you to build

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like a custom

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audience of people that have been to your website

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so

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we already get a lot of organic traffic to our website

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just from referrals or people that watch our podcast

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or even people that like engage with us on Instagram

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we're able to show them more ads

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but so

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we'll show ads to people that are already interested

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right and that has a higher likelihood of converting

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why well

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cause they already know you

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that that trust has already been built

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and then the second thing is

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are they qualified

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and the people that you're showing the ads to

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can they actually afford your services

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are they a good fit for your program

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I'll tell you this we turn away

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probably close to 100 churches every single month

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just cause we're not a good fit

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like they can't

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there's no way they could afford us like

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and and I would even tell them like

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if it was my brother

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that was the pastor of that church is like look

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I love what you're doing

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you guys don't need Instagram Facebook ads right now

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there's some other things

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like if it's just like

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three people to meet in the living room

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I love that but like

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you're not at the stage where you need

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Instagram and Facebook ads right now right

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and maybe like thinking through this okay

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maybe we need to have like a down sell or something

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if I'm turning away 100 churches a month

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like maybe we need to have a a better uh

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lower ticket

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or some kind of coaching or something for them

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but regardless of the people right

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so what we do on our ads is

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before they even see a calendar

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we ask them questions and based on those questions

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we either show them a calendar

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or we have just like a bunch of free resources

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for small churches I

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this reminds me I actually tried to sell it

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it was like 100 bucks and you get all of this

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and then people would leave comments like

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oh they're just after the money and it's like

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no like the hundred dollars for us doesn't mean much

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it's just covering the ad spend

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that we spent on the ads for you to even go there

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so I was like whatever

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we'll just give it away for free

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so are they No. 1 people who are you showing it to

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how are you showing it to them

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with your targeting and are they qualified people

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then pain right

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what is keeping your Avatar up at night right

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like what are the biggest problems that they have

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if you're doing b to B

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what's the biggest problems they have in their business

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or for like us a lot of churches they throughout covid

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right

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this was great for us because we started in like 2021

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2022 a lot of churches were empty

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they were on decline they they needed to get people in

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and so that was what was keeping pastors up at night

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it's like we need to reach people like people are lost

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like we've gotta we've gotta reach our city

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for us as a marketing agency

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it's like I gotta get new clients

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I gotta keep my clients like

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these are the problems

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that I have as a marketing agency owner right

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so you gotta think of what's the pain

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what are the problems that your audience has

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and then that's gonna help you build an effective ad

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because you want to

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enter that conversation that they're already having

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in their head right

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like if they're already thinking about like man

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this is what's keeping me up at night

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and they see one of your ads

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it's gonna convert really

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really well why

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but guys you're speaking their language right

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you're entering that conversation

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they're already having in their head

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and then the last one is promise right

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a lot of the times I will like

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over explain

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like add strategy and the targeting and all of this

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and I'm selling the drill

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not the hole you know what I mean

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like I

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I need to focus more

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and we found that ads that get the best results are

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whenever it's testimonials of our clients

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or podcast clips those outperform

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the videos

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where I'm talking about our unique strategies

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and how it works

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no one cares about that at the end of the day

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at the end of the day

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like they wanna know what's the promise

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what are the results that I'm gonna see from this right

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and so if you can just keep those three things in mind

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the people that you're showing the ads to

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the pain

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the problems that are keeping them up at night

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and then focus on that promise

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how you're going to help them

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get from point a to point B

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then you're gonna have a really

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well performing ad campaign

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Brady let me tell you

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both of us are very good at selling drills

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and not holes well

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I should say we try really hard to sell drills

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but we really should be selling holes

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I think that that's a hard thing for a lot of us to do

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right

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so it's it's those benefits it's what you can you know

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what you can get out of what we're selling to you

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do you have any more tips around that

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because I do feel like that's something a lot

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of business owners struggle with

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yeah I mean

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it's almost like if you were a travel agent

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you wanna sell Maui right

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you don't wanna sell oh

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you've got a 7:00am flight

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and you don't have TSA Precheck

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so that means

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you're getting to the airport two hours early

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so you gotta be at the airport at five

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that means you gotta wake up probably at like

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4:30 or 4:00am pack up the bags

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load the kids and you can't afford first class

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so you're sitting in coach with

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next to

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two people that probably didn't put deodorant on

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and then you're on the plane

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you're going it right

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that's selling the drill you know what I mean

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yeah you don't wanna sell the flight to Maui

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you wanna sell sitting on the beach

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you wanna sell the relaxation right

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and so even in like

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like practically like in our headlines

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we don't say like Facebook ads for churches

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no we'll say how to get new guests with social media

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or the average church we work with is getting 20 to 50

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new visitors every month right

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like we focus on that result

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and then the same thing too with like the testimonial

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so whenever I'm coaching like my video editors like

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okay

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if a client sends a testimonial or we record a podcast

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here's what to look for when you're clipping the ads

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look for the specific results

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it's great if they say like

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we love church candy the customer service is great

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Brady's an awesome guy the team's amazing

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sure all of that is good to have

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but I wanna hear the yeah

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our church went from 100 people

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to 200 people in one year

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and the only thing we were doing for outreach

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was social media ads

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like

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those are the kind of things that we want to look for

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and that's selling the promise

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right rather than selling the drill

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selling the hole rather than the drill

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it's funny because

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I was having a conversation earlier today

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with someone who

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helps businesses come up with an exit strategy

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we know so many businesses don't sell

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and they end up just closing up

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but we were talking about the fact that you need to

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prepare to sell your business

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and he said I often compare it to a house

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and people seem to understand that

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someone comes in to view the house

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that they want to buy from you

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and they're like well

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how's the plumbing oh

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that hasn't worked for years

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what about the kitchen oh

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we we took the stove out because we never cook

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so you're kind of

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pointing out

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all the things that are wrong with the house

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because you haven't bothered to keep it up

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and he says it's like a business

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if you want to sell your house for the most money

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you need to keep it up

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and you need to make it most desirable for most people

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and I thought that was a really good analogy

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and I loved your analogy as well is

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is thinking about how people can really

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visualize the results that they want

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and give them examples that can make them a comparison

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so they can understand

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what the outcome really could be

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and why it could be that way yeah

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absolutely so

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what are some things that people should absolutely do

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we talked a little bit about this already

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but some things that they shouldn't do

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when they're gonna run video ads

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so don't make them look like ads

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you want to make them look like

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just like an organic Instagram reel

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so like real practical

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like don't record your videos like this

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record them like this right

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I would recommend do some R&D

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go to Instagram

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and start consuming some Instagram reels

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uh now careful

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cause they'll trap you in

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and it's like two hours later

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it's like oh my gosh

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I've been researching and it's like no

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you've just been zooming scrolling like for me

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it's like barbecue and football videos

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I'll sit there for hours just watching that

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what that'll do is

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it'll allow you to see what are the types of formats

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the editing styles

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that people are already using on Instagram reels

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and you wanna make your ads look like that

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so just like really practically

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you don't want it to make look like a commercial right

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it's okay if you wanna use a fancy camera like this

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that I'm using here on this call

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but like turn it sideways

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that way it's vertical

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and it is the same aspect ratio as an Instagram reel

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so you want it to actually look

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organic in your editing style

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and then another thing is

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you don't wanna just make one variation

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so this is something that we like coach our clients on

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is record a video

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and then when you're done recording that video

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record three different hooks

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like that way

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we're able to split test what's performing the best

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you don't have to re record the whole video

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:

cause like the base ad can stay the same

505

:

but if you're gonna do split tests

506

:

instead of split testing

507

:

two completely different videos

508

:

split test

509

:

the thing that's going to be the biggest needle mover

510

:

and that's not just like the bulk of the video no

511

:

the biggest needle mover is gonna be your hook right

512

:

that's gonna get someone to stop scrolling

513

:

so for example we tell our clients

514

:

record three hooks one that's focused on faith

515

:

one that's focused on family

516

:

and one that's focused on community

517

:

I wish I had another F Word fellowship

518

:

there we go three FS so the faith is like hey

519

:

are you looking to grow your relationship with God

520

:

are you looking for a new church in the Houston area

521

:

right that would be a faith focused hook

522

:

the family one would be like

523

:

maybe talking about cultures like hey

524

:

do you want

525

:

to raise your kids in a way that is based on the Bible

526

:

and what you're looking around culture

527

:

and you don't know what they're learning in school

528

:

yada yada right

529

:

that's one kind of maybe around family

530

:

and then fellowship or community

531

:

it's like hey

532

:

doing life alone is no fun

533

:

that's why here at our church

534

:

we're all about fellowship

535

:

we're all about community right

536

:

so you can split test those three different hooks

537

:

the rest of the video

538

:

just inviting people to church is the exact same

539

:

so what we'll do is

540

:

I'll have a montage of testimonial videos

541

:

where it's just 3 to 5 seconds

542

:

of a client talking about how much they love us

543

:

going back to back to back to back

544

:

but I will record different hooks of myself

545

:

whether it's like hey churches

546

:

can your church handle new families visiting

547

:

and then it just immediately cuts to testimonial

548

:

testimonial testimonial testimonial um

549

:

and I would just

550

:

record different versions or variations

551

:

of that hook then we'll split test that right

552

:

and so and that kind of brings me to another thing

553

:

I feel like a lot of service based businesses

554

:

dramatically

555

:

undervalue the power of testimonial videos

556

:

like I've got a friend he runs a huge business

557

:

they it's a digital marketing agency

558

:

they do more like SEO and website stuff

559

:

but they have like 400 clients

560

:

but they have like seven testimonial videos

561

:

and it's like what like no

562

:

so like what

563

:

I do is like we have a a team of account managers

564

:

I incentivize them to get those videos

565

:

whether it's on zoom calls like this

566

:

and then we coach them on you know hey

567

:

if a client says something awesome be like hey

568

:

do you mind if I press record

569

:

and you tell me that again

570

:

so we can use that to help reach other people right

571

:

or do something to where it's like hey

572

:

if you send us a testimonial video

573

:

you get this bonus thing like for us

574

:

sometimes we'll do a text message campaign

575

:

where we send out a mass text to your list

576

:

inviting them to your falls around the corner

577

:

so like

578

:

your fall festival

579

:

or trunk or treat that your church is doing

580

:

or just some sort of bonus value that they get

581

:

if they send in a testimonial video

582

:

and then you leverage that testimonial video

583

:

to get new clients cause like I've always said

584

:

like this is how we've grown our business

585

:

is when we get a new client

586

:

we try to get them really really good results

587

:

and when once we get them really good results

588

:

we

589

:

we document that in a testimonial video or a podcast

590

:

and then from there we leverage that in our marketing

591

:

we we leverage what the results

592

:

we got them in our marketing

593

:

and then we use that in our marketing

594

:

to now get a new client

595

:

and then once we get that new client

596

:

what do we do oh

597

:

we get them result and then it just repeats

598

:

that's just the cycle that we've used to

599

:

to grow our business

600

:

to have served over 1,000 churches

601

:

that is amazing fantastic

602

:

I wanna talk if I might just go back to the hook yeah

603

:

it sounded

604

:

like you put the hook in the middle of the video

605

:

is that right no

606

:

the hook's gonna be at the beginning sorry yeah

607

:

your hooks at the very beginning

608

:

so

609

:

you'll have a hook that gets someone to stop scrolling

610

:

and then the body is the same

611

:

so we divide our video ads into three parts hook body

612

:

CTA called action and typically

613

:

the body and called action are gonna be the same

614

:

throughout ads that we're running

615

:

our creatives

616

:

the things that will split test are the hooks yeah

617

:

that's I think so many people forget the CTAs

618

:

don't they yeah

619

:

no give them a next step right

620

:

or give them 12 you can do this or this or this or this

621

:

I think that's no give

622

:

give them give them one next step like

623

:

and if it's an ad it's like

624

:

tap below to claim the freebie or schedule

625

:

discovery call or whatever that next step would be

626

:

well awesome yeah

627

:

this has been fantastic

628

:

thank you so much for sharing all of this

629

:

now

630

:

I know there are people listening and they're going

631

:

okay well

632

:

I need to talk to him haha cause I need his help

633

:

so what is the best way for them to reach out to you

634

:

uh yeah

635

:

I'm most active on Instagram

636

:

just at Brady sticker on there

637

:

shoot me a DM I respond to every single one

638

:

unless it's just like spam

639

:

and I'd be happy to help you out there

640

:

lovely Brady

641

:

I want another little call to action for everybody here

642

:

remember if your church is trying to grow

643

:

maybe you could introduce Brady to your pastor

644

:

because that's who he really focuses on helping

645

:

as are the churches

646

:

and I'm gonna mention your name to someone I

647

:

who is very active in her church

648

:

I'm talking to this weekend

649

:

so I think what you're doing is amazing amazing

650

:

I love it yeah

651

:

you can send them to church candy.com

652

:

check out one of our I think

653

:

we have probably close to 100 testimonial videos now

654

:

so we'd love to serve any churches out there

655

:

well thank you so much for joining us today Brady

656

:

you have shared so many great tips and ideas

657

:

and suggestions that I know anybody

658

:

listening is going to walk away with

659

:

some great information so thanks for joining us today

660

:

hey thank you guys so much for having me

661

:

I hope I was able to give some value to your audience

662

:

thanks for listening to the 6 figure

663

:

Business Mastery podcast

664

:

if you enjoyed listening to this episode

665

:

and you are ready to leverage video marketing

666

:

on all online platforms

667

:

or maybe even start your own video podcast

668

:

then you need to check out the done for you

669

:

and done with you program at the marketing VA

670

:

advantage.com and take your business to the next level

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