What Makes an Ad Video Perform Well?

I’ve been making ads since 2017, but for the longest time, I couldn’t quite put my finger on why OUR ads always crushed it. We’d get crazy results, and I always chalked it up to Zach being one of the best media buyers out there. And don’t get me wrong—he is. But as time went on, we started noticing a pattern.

Clients would come to us with their own in-house content, and their ads would flop. Every. Single. Time. We’d go back to the drawing board, tweak their offers, and throw in some high-converting strategies, but something still wasn’t clicking. Initially we thought we needed to guide them on making irresistible offers- but then I would launch an ad for our business and realize- this isn’t that irresistible, so what gives? 

 Then, one day, we realized the common denominator: the creative. 

That’s when everything shifted.

We’ve always had unlimited creative access. Meaning, we could make as many videos or images as we needed. Why? Because i’ve always been the creative behind our entire strategy. When something didn’t work – we had the ability to toss in a new creative right away. We’ve always been able to test fast and be nimble with our strategies. Which has always awarded us with winning ads and great ROAS. We’ve also always focused on videos- even before the emergence of short form content. We’ve known for years people would rather watch than read, which is exactly why we’ve been using it in our strategies for years. 

So let’s break down exactly what goes into a winning video ad. 

The Secret Sauce: Hooks That Actually Hook

You hear all the time that ‘you need a strong hook,’ but most people completely miss the mark. They go with generic, overused hooks that feel like every other ad on the internet. That’s not how I do it.

I don’t just slap together an attention-grabbing phrase and hope for the best. I go deep. I figure out exactly who my ideal client is—what they care about, what they relate to, what’s going on in their world—and then I craft a hook that speaks directly to them.

I don’t call them out or try to shove them into a broad category. Instead, I make my ads relatable. Because when someone sees an ad and thinks, “That’s ME,” they don’t just watch—they engage.

Be Brief, But Leave Them Wanting More

People are scrolling at lightning speed. If you don’t grab them in the first three seconds, they’re gone. But here’s the trick—you can’t give it all away.

A great ad tells just enough to hook them, but not so much that they feel like they got everything they need. It leaves them curious. It makes them want to click. When you do this right, your audience doesn’t just passively watch your ad—they lean in. They need to know more. And that’s when you win.

A Clear CTA: Don’t Make Them Guess

After you’ve hooked them and kept them engaged, the last thing you want is to lose them at the finish line. Your CTA needs to be clear, direct, and easy to act on.

I used to constantly get comments on my ads saying “me” “tell me more” “I want this” – and I always thought, geeze, can they not tell this is an ad? Just click the button. The truth is, people don’t all operate like me. They need clear instructions. They could be the highest caliber client who spends little time on the internet and I was losing money by disqualifying them for not problem solving my ad. 

 Tell them exactly what to do next—“Click here to book a call.” “Sign up now to get started.” “Grab your spot before we close enrollment.”

A great ad isn’t just about looking cool or being clever. It’s about driving action.

The Goal? Inspire, Entertain, Educate

Every ad I create has one (or more) of these three elements:
✅ It inspires them to take action.
✅ It entertains them enough to keep watching.
✅ It educates them so they feel like they’ve gained something.

This is the formula I’ve been refining for years, and it’s the reason my ads don’t just get views—they get results.

If you’re ready to take your video ads from ‘meh’ to ‘money-making machines,’ let’s talk. Because I already know one thing: your competition isn’t waiting.

If you’d like to learn more from me on how to put together winning ad creatives or have me and my team take care of them, schedule a call with us today by clicking here – and booking a call.