How this brand scaled results by changing just the creative

Most brands blame targeting, spend, or their website when performance drops. But sometimes, the only thing you need to change is your creative.

This is exactly what happened with one of our clients — a growing wellness brand — who doubled their ROAS by tweaking the content, not the strategy.

The situation

The brand was spending $500/day on Meta ads. Their offer was solid. Their audience was dialed in. But results started to slide.

• CTR was under 0.8%
• ROAS had dropped to 1.1x
• Cost per purchase was rising weekly

The original creative

• Product shots with studio lighting
• Soft music and brand text overlays
• No voice, no people
• CTA at the end: “Shop Now”

It looked good — but it didn’t feel real. There was no urgency, no relatability, and no reason to stop scrolling.

The new creative

We kept the offer. We kept the budget. Here’s what we changed:

• Opened with a bold hook: “I’ve tried 7 brands — this one’s different”
• Shot handheld with natural light
• Added creator face + voice
• CTA on-screen at second 6: “Tap below for 15% off”

The results

• CTR jumped to 1.9%
• ROAS climbed to 2.6x within 7 days
• Cost per purchase dropped by 41%
• Same spend, double the impact

Why it worked

• Relatability beat polish
• The hook grabbed curiosity and emotion
• Early CTA captured warm interest fast
• It felt like a story, not an ad

Takeaway

Your media budget can’t save weak creative. But strong creative? That can rescue everything else. Start by fixing the part your audience sees first.

Want to avoid the five most common video ad mistakes?

Download our free guide at upstir.co/5-video-ad-mistakes

It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.