Give them a reason to care.

He won’t buy ‘transformation.’ He’ll stop for a moment he recognizes.

Facebook and Instagram ads for established men's identity and inner-work coaches. No hype. No stock-photo nonsense. Ads built from the moments your client is already living.

A man doesn't recognize himself in a list of coaching services. He recognizes himself in a moment: a conversation, a situation, something he's lived through and never said out loud.

That's where our advertising begins.

Let's Talk

WHO THIS IS FOR

This is for you if:

You coach men on identity, inner work, marriage, or fatherhood. That's the work, not a side offer.
You have a proven program, retreat, or mastermind at $1,500 or more, with men who've already paid for it.
You can fund a real 30-day test: minimum US$1,000 in ad spend, paid by you straight to Meta.
When a man raises his hand, you have somewhere real to send him: an application, a workshop, a call that means something.

Still building your first offer? We're not your guys yet. Get clients. Prove it. Then come back and we'll fill it.

THE PROBLEM, PLAINLY

He's not looking for a coach.

Your client is not searching for a coach. He's sitting in his truck in his own driveway, engine off, taking ten minutes before he can walk into his own house. He's providing. He's showing up. And he's numb, short with his kids, and miles away from his wife.

He will never click an ad that says "unlock your potential." He'll stop for the moment he's living. That's the ad we make.

A husband sits on one couch looking down at his phone while his wife sits on a separate couch looking toward him, in a lived-in family living room with kids' drawings and family photos on the walls behind them.

THE APPROACH, IN ONE EXAMPLE

Same coach. Two ways to say it.

Before How coaches usually say it

Our 12-week emotional mastery programme helps men regulate their nervous systems and step into authentic masculine leadership.

After The moment he's actually living

He's not avoiding his family. He's sitting in the truck trying to become the man who walks in, not the day he just had.

An illustrative example of the approach: not a client advertisement and not a client result.

Kurtis Mercer, founder of Mercer Shift Media, in a black cap and a Mercer Shift Media shirt against a dark background.

WHY KURTIS

Not written from the outside.

Founder Kurtis Mercer has spent years studying human behaviour, attachment, and nervous system regulation, and living the other side of this work in his own relationships and family. He wrote The Inner Game of Awareness and runs Autopilot to Alive, a channel for men doing this work.

He doesn't write ads about men like yours from the outside.

BEHIND THE ADVERTISING

How Mercer Shift Media Works

You're not just getting a few ads. We build the message, run the campaigns, and decide what improves once the numbers come in.

01 Strategy & messaging
Clarify the Message
Before we spend money getting attention, we figure out what deserves attention.
We learn about your coaching offer, the men you help, and what life actually looks like for them at home. Then we turn those insights into messages that sound like their experience, not a list of coaching techniques.
FROM EXPERTISE TO RECOGNITION
What the coach does
A 12-week men's identity and inner-work program
What he might actually be thinking
“I sit in the truck for ten minutes before I can walk into my own house.”
A message he may recognize
He's not avoiding his family. He's trying to become the man who walks in.
Illustrative messaging exercise, not a client testimonial.
02 Campaign management
Manage the Campaigns
We don't just create your ads and leave you to figure out the rest.
We build, launch, and manage your Facebook and Instagram advertising campaigns in Meta Ads Manager. We monitor delivery, compare creative variations, and manage the budget as we learn what gets a response.
The point is to make informed decisions, not to set an ad running and hope for the best.
CAMPAIGN REVIEW
Men's identity coaching · Example campaign
FICTIONAL DATA
Reach12,480
Impressions19,420
Leads38
Avg. cost / lead$20.94
Creative being tested Leads Cost / lead Next decision
Ad AGeneral coaching message 4 $46.20 Pause & review
Ad BA recognizable moment 23 $14.80 Consider more budget
Ad CAn alternative angle 11 $24.60 Keep testing
Example only. These aren't actual results. Real decisions also consider lead quality, sufficient data, learning time, budget, and the coach's goals.
03 Testing & improvement
Refine What Works
Not every advertisement is going to work. That's why we test.
We compare what people actually respond to, pause approaches that aren't earning their place, and build on what shows promise. We keep learning and adjusting instead of assuming the first idea is the right one.
The creative comparisons below show how we might approach the message differently. They're examples of creative thinking, not claims of measured campaign wins.
Explore the creative examples
AN ONGOING PROCESS
01TestRun different messages
02LearnReview the response
03ImproveMake the next decision
And keep going. No guaranteed winners, just a process for learning.

Creative being tested	Leads	Cost / lead	Next decision
Ad AGeneral coaching message	4	$46.20	Pause & review
Ad BA recognizable moment	23	$14.80	Consider more budget
Ad CAn alternative angle	11	$24.60	Keep testing

Same service. Two different approaches.

These are illustrative advertising examples, not client advertisements or client results. All three are for the same business we work with: a men's identity and inner-work coach. What changes from one to the next is the moment in his client's life: at home with his wife, rebuilding after his marriage ends, and with his son.

Moments his clients live

Marriage

Before Coach-centred messaging

You can love your partner and still feel disconnected.

Many men struggle with emotional patterns, past wounds, and stress that make it hard to truly show up in their relationships. It's not because you don't care — it's because you've never been taught how to process, communicate, and regulate what's going on inside.

Through men's identity coaching, I help you understand the patterns that keep you stuck, develop greater self-awareness, and build the inner stability you need to create healthier, more fulfilling relationships — and a more intentional life.

A stronger you leads to a stronger connection.

A man sits in the foreground on a couch, hands clasped under his chin, staring away with a troubled expression, while his partner sits behind him on the same couch, out of focus, chin resting on her hand, looking toward him. On-image text: "HEAL. RECONNECT. GROW." and "MEN'S IDENTITY COACHING FOR HEALTHIER RELATIONSHIPS AND A MORE FULFILLING LIFE."

After Audience-centred storytelling

MONDAY EVENING
Her thoughts: “He’s quiet tonight, and he’s on his phone again. Is something wrong between us?”
His thoughts: “I just need some quiet time. I’ve had a long day.”

WEDNESDAY — OUT TO DINNER
She notices him checking his phone.
Her thoughts: “He’s checking his phone again. Who’s he talking to?”
He’s reading a message from his boss about tomorrow.

FRIDAY EVENING
She finally asks (out loud): “Who were you talking to earlier?”
He answers (out loud): “My boss. Here, you can look at my phone.”
Her thoughts: “What if he already deleted the messages?”
His thoughts: “What more can I do to prove she can trust me?”

Two people. Two perspectives. The same moments can mean very different things.
Coaching can help people recognize these patterns, communicate better, and rebuild trust.

A woman sits curled on a couch at the left of a lived-in living room, looking toward a man seated on a separate couch at the right, who looks down at his phone; the shelves and walls behind them are covered with family photos. Below the photo, a dark banner reads "What if the distance isn't what you think it is?"

Behind this Creative

From human insight to creative direction.

Three moments from the conversation that shaped this advertisement.

01 The human insight

Kurtis MercerFounder, Mercer Shift Media

But it starts off with the silence, but because that belief then forms, then essentially other evidence will then start to color in her interpretation of that.

We were exploring how an initial belief can influence the meaning someone gives to later events.

02 The idea takes shape

AI Creative Partner

The original event changes, but the belief stays.

Kurtis MercerFounder, Mercer Shift Media

It's a self-fulfilling prophecy...

The discussion moved beyond one person's interpretation to how both partners could become caught in a cycle of misunderstanding.

03 The creative decision

Kurtis MercerFounder, Mercer Shift Media

No, I want it to be unconventional. So the title, keep the title, but then, and then the creative will be the woman and the man on the couch, and there's distance between them on the couch, and then in the copy have the back and forth perception of both of them. And then at the end, a call to action.

Outcome

“What if the distance isn’t what you think it is?”

An advertisement showing two perspectives on the same relationship, rather than simply describing coaching methods.

Read the complete conversation behind this advertisement

After Divorce

Before Coach-centred messaging

Feeling stuck, unmotivated, or like you've lost sight of who you really are?

My coaching helps men break free from limiting beliefs, build confidence, and create a more intentional, fulfilling life.

Through practical tools, honest conversations, and proven frameworks, you'll gain greater self-awareness, regulate your emotions, and step into the man you're meant to be.

You don't have to figure it out alone. A stronger, more grounded you is possible.

A man stands in a home office beside a wooden desk, hands in his pockets, looking out a bright window. On-image text: "BECOME THE BEST VERSION OF YOURSELF." and "Men's coaching for a more intentional, confident, and fulfilling life."

After Audience-centred storytelling

It's Saturday morning. You're sitting at the kitchen table, looking at the empty chair across from you. For a moment, you remember what it was like when she sat there. Your phone lights up. Your heart jumps. “Is that her?” It's just an email. You're hungry. But suddenly, you can't eat.

Sometimes divorce isn't just about losing someone. It's about the ordinary moments that keep bringing the loss back.

Men's identity coaching can help you navigate those moments, process the grief, and begin moving forward.

A man sits alone at a wooden kitchen table, hand to his chin, gazing at an empty chair across from him; a coffee mug, a plate with toast, and his phone sit on the table. Below the photo, a dark banner reads "It's just an empty chair. Until it isn't."

Behind this Creative

How an empty chair became a story about loss.

Three moments from the conversation that shaped this advertisement.