Clicks that Convert

Case Study: Clicks that Convert

Client: Confidential (E-commerce Wellness Brand)
Industry: Health & Beauty / D2C
Objective: Conversion-Driven Ad Content
Platforms: Meta (Facebook + Instagram), TikTok Ads, Google Shorts

The Challenge

The client had been running generic product ads that were barely breaking even. They needed a radically more effective paid content strategy — one that would drive real conversions and optimize ad spend.

Goal: Lower CPA, boost ROI, and create high-performing ad creatives that don’t feel like ads.

Our Objective

• Build scroll-stopping short-form ads

• Focus on performance-driven storytelling

• Increase ROI with more strategic content placement

• Reduce cost-per-acquisition (CPA) significantly

Our Strategy

1. Storytelling Meets Sales Psychology
We developed a series of short-form ads (under 30 seconds each) that blended human emotion, urgency, and visual punch — each tailored for one funnel stage:

• Hook & Awareness: Pattern interruption visuals

• Consideration: Micro storytelling & problem-solving

• Conversion: Testimonial + limited-time offers

2. Content Variants for Testing
Instead of one hero ad, we delivered 7 variants with different:

• Hooks

• Visual tones

• CTA styles
  This gave the media team A/B flexibility to optimize early.

3. Platform-Specific Formatting
Each ad was custom-built for the native look of:

• Meta Reels (focus: swipes & overlays)

• TikTok (UGC style & quick CTA)

• Google Shorts (mid-funnel push)

4. Conversion-Focused Visual Language
Bright colors, centered messaging, and motion-enhanced typography ensured the ads didn’t just catch the eye — they held it.

The Results

• 12x Return on Ad Spend (ROAS)

• CPA reduced by 53% in the first 14 days

• 2.1M+ total views across platforms

• 4.8% conversion rate, with click-throughs doubling industry averages

• Most importantly: ads felt organic, not pushy

Why It Worked

• Every second of the video earned its place

• Focused on value-first storytelling, not salesy noise

• Designed like content, performed like ads

What the Client Said

“We’ve done paid ads before. But this is the first time we felt like our content worked for us, not against us.”
— Performance Marketing Lead.