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.
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