Before & after: why one video ad worked and the other didn’t

Both ads had the same budget, the same product, and ran on the same platform. But only one delivered results. Here’s what changed between version one and version two — and what you can learn from it.

The product

A direct-to-consumer skincare serum

Target audience: women aged 25–40

Platform: Instagram & Facebook (9:16 and 4:5)

Version 1: The losing ad

Started with a product shot on a shelf
Included a soft voiceover with brand story
Showed slow close-ups of the texture
CTA at the very end: “Learn more”

What went wrong

No hook: first 3 seconds felt like a product demo
No face or emotion: lacked connection
Too slow: lost attention before the value was clear
No benefit: viewer didn’t know what the serum solved

Version 2: The winning ad

Opened with a creator saying “I’ve tried everything for dark spots — this is the only thing that worked”
Cut to close-up of applying the serum
On-screen text: “Visible results in 5 days”
CTA mid-screen: “Get it now — $10 off today only”

What worked

Instant hook with relatable problem
Product shown in context, fast
Specific benefit and social proof
CTA clear and urgent, not hidden at the end

The results

CTR increased by 48%
Cost per purchase dropped by 34%
Watch time doubled
Return on ad spend: 3.1x (vs. 1.2x for version 1)

Takeaways you can apply

Start with the viewer’s problem
Show the product early, in use
Use real people over product b-roll
Make your CTA obvious and early

Final thought

A good video ad doesn’t need more polish. It needs more clarity. If you’re not getting results, look at the first three seconds. That’s where the sale begins.

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.