How a Simple Strategy from Bernie Griffiths Helped Photographers Book 23 Shoots in a Week
In the world of photography, booking consistent work can often feel like a mystery. But for Andrew Hellmich, host of the PhotoBizX podcast, one simple Facebook ad turned everything around and it all started with advice from renowned photography business coach, Bernie Griffiths.
In Episode 136 of the PhotoBizX Podcast, Andrew interviewed Bernie, who shared a straightforward Facebook ad tactic that has since become legendary in the photography world. It’s now known as “Bernie’s Famous Facebook Ad” and for good reason.
The Strategy That Booked 23 Shoots in a Week
As Andrew shared on his podcast:
“Okay, let’s get stuck into this Facebook ad tactic that saw me book 23 shoots in a week! BTW, this isn’t my strategy, it’s straight from Bernie Griffiths’ playbook.”
Bernie’s coaching approach is all about helping photographers build profitable, sustainable businesses, charging what they’re worth, staying booked and being accountable to their goals.
So, what’s the secret? Let’s break down the ad that changed everything.
Step 1: Choose a Laser-Focused Target Market
The first rule: get specific.
Andrew picked kids aged 4–8 with their pet dog as his target. That clarity instantly made his ad stand out.
“Don’t be scared to push people away with your headline,” he said. “You’re aiming to attract only your perfect clients.”
Your version might be different, couples, newborns, families, or pets, but the point is to know exactly who you’re talking to.
Step 2: Write a Headline That Stops the Scroll
Here’s Andrew’s headline that sparked all the attention:
WANTED: Kids aged 4–8 years with their pet dog
Simple, clear, and instantly appealing to a very specific audience.
Andrew later reflected that adding just one more word could’ve doubled engagement, a reminder that small tweaks can make a big difference.
Step 3: Add a Real Reason and a Strong Hook
Every great ad needs a reason and a hook.
Andrew’s reason:
“We’re updating our studio samples.”
His hook:
“We’re offering a free photography session and a ‘thank you’ print to the right families.”
The “free shoot and print” offer is the perfect incentive, clear, limited and compelling.
Your reason might be different: building a new portfolio, updating your website, rebranding, or testing a new style. What matters is authenticity.
Step 4: Keep the Call to Action Simple
No need for complicated funnels or landing pages, just make it easy for people to respond.
“You can message me via Facebook or email for more information and to book a session.”
Andrew paired this with a heart warming photo of a big dog licking a little kid’s face, the perfect visual to stop the scroll and capture emotion.
The Results
Andrew’s ad ran for just seven days with a budget of $30 AUD and generated 23 confirmed shoots, plus dozens of new leads for future campaigns.
“It made me realise I can photograph whatever I want and make money doing it,” Andrew said. “I don’t have to stick to what’s expected and neither do you.”
The Ad That Changed the Industry
Since then, Bernie Griffiths’ “Famous Facebook Ad” has become a cornerstone strategy for photographers around the world.
Many of Bernie’s coaching clients have used this same formula to double, triple, or even 10x their business revenue, simply by applying this targeted, value-driven approach.
If you’re ready to grow your photography business, get more bookings, and bring back your creative freedom, it’s time to learn the strategy that’s helped thousands of photographers thrive.
Want to Learn the Evolution of the Ad That Saved the Photography Industry?
Book your Free Zoom Discovery Call with Bernie today at