The ad formula most brands get wrong

Every few months, a new “winning ad format” starts making the rounds.
Agencies pitch it as the secret to growth. This month it is short video. Last month, it was carousels; before that, long copy images.

The truth is simple. There is no single format that works for everyone.
What actually works is the right mix.

Premium brands scale when campaigns run like an orchestra, not a solo act.

• Video builds attention and emotion

• Carousels show range and spark curiosity

• Static images deliver clarity in one shot

• Long copy ads persuade the reader who needs more detail

• Retargeting ties it all together, so no opportunity is lost

Think about how people actually buy. Rarely do they see one ad and make a decision. They notice a video. They swipe through a carousel. They pause on a static with a strong headline. Later, they click a retargeting ad when the timing is right. Each step moves them closer.

One of our clients experienced this first-hand. Their old agency relied almost entirely on video. It drove views, likes, and comments, but sales stayed flat. When we restructured their campaigns with a proper mix of formats, the difference was immediate. Conversion rates climbed, cost per acquisition dropped, and they finally had a system that could scale.

The lesson is clear. Growth does not come from chasing the trend of the month. It comes from building a complete system where every piece of creative has a role and every touchpoint moves the customer forward.

If you want to see what the right mix of ads could look like for your brand, reply to this email and we will map it out for you.

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