Feb 11 • General discussion
Ugly Images Are Kicking Videos Ass Right Now (3 to 1 ROAS)
[Weird working ad attached lmao I never thought this would work]
Here's something weird - our image ads are crushing video ads right now (like 2-3x better on CPA). And I'm seeing this across ALL our accounts...
I'm not just talking about slightly better performance.
We're seeing this consistently across:
- Private consulting clients
- Agency clients
- My own campaigns
- Local AND nation-wide campaigns.
But (there's always a but), there's a specific way to make this work.
Let me break down exactly what's working after testing millions in ad spend:
- First Up - Size Matters (no matter what they say):
1. Square images only (1200 x 1200 pixels)
2. No landscape format (they get less reach)
3. No portrait format (wastes ad space)
Quick tip: If Facebook tries to automatically optimize the size of an ad, just tell it not to and run square image ads everywhere.
Now, about those "pretty" ads everyone's obsessing over...
Listen, I totally get it. You want good branding or whatever.
Especially if you work with big corporate clients.
But right now, "ugly" converts better than "pretty" (and it's been like that for a while).
Here's what's crushing it right now - I call them "Mini Landing Pages":
- The Perfect Formula:
1. Headlines that take up 30-40% of the image
2. Bullet points that highlight key benefits
3. Price points in large, clear font
4. High contrast colors that POP
- Colors That Convert:
1. Bright blue on bright yellow
2. Bright red on white
3. Black on bright orange
4. Dark purple on light green
- Why these work:
1. They grab attention without being annoying
2. They work in both light and dark mode
3. They stand out in a crowded feed
4. They're readable at a glance
Pro tip: Always test your ad in both light and dark mode before launching. What looks great in one might be unreadable in the other.
Remember when Facebook would reject ads with too much text?
Those days are gone, and now the opposite is true.
Here's how we structure these ads:
- The Headline (Top 30% of Image)
1. Make it benefit-focused
2. Use the exact same headline as your landing page
3. Larger font than everything else
4. High contrast colors
("How To X without Y" still beats all our controls, both on the landing page and on the ads).
- The Visual Hook (Middle Section)
If you're offering:
1. A PDF guide → Show a 3D mockup
2. A course → Show the member's area
3. A webinar → Show the presentation
4. Consulting → Show results screenshots
- The Call to Action (Bottom 20%)
1. Make it crystal clear
2. Include the price (if selling something, if not just say FREE).
3. Use action words
4. Add urgency if genuine
Now, there IS an exception to the image rule...
- The Copy That's Converting:
Here's where it gets really interesting - when your image is doing all the heavy lifting, your ad copy can be super simple:
1. 2-3 lines of copy max
2. Price mentioned again
3. Clear next step
4. Maybe an emoji or two
That's it. No long stories. No complicated setups.
- Why this works:
1. People read the image first
2. The copy just confirms what they've seen
3. Less resistance to the offer
4. Faster decision making
I know this might sound too simple. But that's exactly why it works.
Everyone else is trying to make their ads look "pretty" and corporate, while we're focusing on what actually converts.
Save this for your next campaign. Your ads manager will thank you.
Hit me up if you have questions!
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Ugly Images Are Kicking Videos Ass Right Now (3 to 1 ROAS)
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