🤖🚀 Image vs Video Ads... which is better?! (results inside)

Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🗣️ Do you suffer from Ruinous Empathy?

• ⚔️ Meta Ads - Images vs Videos - which is better?!

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

Whilst I was away last week… I used some of the time to reread a book called Radical Candor.

It’s about building a culture where everyone cares personally and challenges directly.

The end result is a trusting environment where feedback flows freely and speed of growth at all levels increases.

I for one have definitely fallen into the ‘Ruinous Empathy’ quadrant at times…

…so this book serves a good reminder as to how detrimental that can be.

Plus I like the fact it’s a very tactical book… that gives you dozens of ways to actually start implementing a culture of ‘Radical Candor’.

Speaking of tactics….. time to get into the good stuff 👇

Meta Ads - Images Vs Videos - which is better?!

We started working with a new client recently.

As usual, after building the funnel, we launched some Meta ads.

We always start by creating two batches of creatives—some videos and some images.

Historically, we normally see the same pattern emerge:

• Images have a lower CPL.

• Videos have a higher CPL.

In this case, that quickly became true… with CPL being DOUBLE for videos for this client…👇

So, I should turn them off straight away, right?!

Wrong.

What I haven't mentioned is that videos nearly ALWAYS have a lower CPA.

In other words, they drive higher quality leads because they provide a much richer contextual experience before the user clicks.

Images might get ‘em quicker.

But videos require them to spend longer with us and to engage their eyes and ears in a more meaningful way.

Lo and behold, this is exactly what we were seeing.

When we analysed the number of appointments and sales being booked from these leads…

…91% were being driven by the videos.

There are three lessons here:

- A cheap CPL is not necessarily a good thing.

- Invest the time, effort, and energy into measuring what is most important so you can make these decisions easily.

- Always test. While this pattern is common, it's not definitive. We've had plenty of images get lower CPAs than videos.

P.S. Whenever you’re ready, there’s three ways I can help:

• Watch this free YouTube video I made: 5 steps to get your team using AI properly

• Watch this free video where I breakdown the 9-step system we used to generate over £59million in revenue for our clients last year.

• Stuck with your ads? CPA too high? Book a 1-1 call and we’ll diagnose the issue for you 🙂 

Mega-Prompt of the Week 🤖

Get 10 Ideas for Video Ads

Use this prompt to quickly generate 10 ideas for video ads that incorporate all the characteristics of a high-performance video.

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