Welcome back to Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.

It’s finally summer in the northern hemisphere. But to folks in Utqiaġvik, the northernmost city of Alaska, that’s old news. The sun rose way back on May 10 and won’t set again till August 2, making it truly the land of the midnight sun.

Here’s what’s inside today’s edition:

• How to optimize video ads based on data

• Common low-performance scenarios and their fixes

• Lessons from a high-performing ad that stacks proven elements

Reading time: 4 minutes

PERFORMANCE MARKETING STRATEGY

Video Ads Tanking? Here’s Why (& How To Fix It)

Ever launched an exciting new concept that seemed poised for performance, only to watch it underperform?

Even worse, you don’t know why it’s tanking?

Optimizing ads based on performance data might seem like reading tea leaves at first. But once you understand that certain patterns tend to emerge more than others, it becomes less about guesswork and more about strategy.

We’re in the weeds with campaign data on the daily. Here are the four scenarios that occur most commonly, and the exact action to take when you encounter them.

High Thumbstop, Low Conversion Rate (CVR)

The opener is intriguing, but the offer is buried. Viewers pause to watch, even click through. But then they shrug and move on.

This likely means the value proposition is unclear. There’s a messaging misalignment between ad and landing page. Or the CTA is just too weak. 

The Fix

1. Clarify the value prop with tighter messaging, and surface it in the first five seconds. 

2. Strengthen the CTA or introduce it earlier. Be direct in what you want someone to do next (like make a purchase) and provide a clear path to do it.

Low Thumbstop, High CVR

This ad ain’t stopping the scroll. But people that do click are converting at a higher rate.

Capitalize on that strong conversion rate by increasing the number of people who make it to the landing page. In this scenario, there’s just one course of action to do that…

Strengthen the intro.

The Fix

Test different opening hooks. Vary the visuals, super, and sound to see what moves the needle. Create multiple variations of the ad with different openers (keep the rest intact) to determine what stops thumbs.

High Click-Thru Rate (CTR), Low CVR

Great! Your ad is getting clicks. Not so great… those clicks aren’t converting.

Now, I know what you’re thinking. If people aren’t converting, the problem is with the landing page, right? Well, yes—but it’s only half the problem.

The solution lies in aligning the expectations set by the ad with the experience of the destination.

The Fix

Ensure messaging throughout is clear and consistent so the landing page delivers on the promises made in the ad. Simplify the conversion path to reduce friction. Also, make sure your conversion funnel is working and it’s not a tracking issue.

Low CTR, High CVR

People that click are converting. The problem is there’s not enough of them. Similar to the low-thumbstop scenario above, the ad needs to be more enticing to increase visits.

Doing that requires making the CTA impossible to ignore.

The Fix

Reinforce the CTA by making it more prominent and/or introducing it earlier. Deliver one clear message to catch attention quickly. Also enhance the visual appeal and ensure the CTA stands out.

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CLICKABLE LINKS 👆️

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🦁 Still processing Cannes Lions 2025 FOMO? Here’s what dominated conversations in the south of France. Hint: it starts with A and ends with I.

AD OF THE WEEK ✨ 

This week’s spotlight goes to a high-performing TikTok ad for DoorDash’s Dasher program. By combining multiple proven visual elements with a tight, no-frills script, it delivers the key message loud and clear while fitting right into the FYP scroll.

Brand: DoorDash
Platform: TikTok

WHY IT WORKS 🧠

💸 The money counter with numbers going up is a proven visual troupe for TikTok. Viewers can feel the dollars piling up, making it ideal for instant earnings eye candy.

🚗 Shots of talent in relatable scenarios—hopping in the car, using her phone—are not only tried-and-tested, but they subtly emphasize how this side-hustle fits seamlessly into everyday life.

🛠 It’s built for iteration. The 13-second ad is made up of only seven shots (eight if you include the split screen in the beginning), any of which can be swapped or rearranged for rapid testing without reshooting the entire spot.

Thanks for reading!

That’s all for this week. Seeya next time 🫶 

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