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

Ever launch a video ad that seemed perfect... 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 know what patterns to look for, it becomes surprisingly straightforward—and these four scenarios come up more than you may think…

Reading time: 5 minutes.

How to optimize your video ads (based on data)

You've done everything right. Nailed the creative concept. Perfected the production. Fine-tuned every frame in editing.

Finally, your video ad is live.

While it can feel like crossing the finish line, the real work has only just begun.

What you do after the concept is live can make the difference between an okay ad and a top-performer.

Analyzing performance metrics can be intimidating. Actioning them? Even more so. But once you realize certain patterns tend to emerge more than others, optimization becomes less about guesswork and more about strategy.

Let's break down the four most common scenarios we see—and exactly what to do when you encounter them.

High Thumbstop, Low Conversion Rate (CVR)

This ad is catching your audience’s attention, but failing to convert them.

The opening seconds of the ad are doing a good job, but performance is being dragged down by the rest of the content. The likely culprits?

• Misaligned messaging that doesn’t clearly communicate value propositions—both in the ad and on the destination landing page.

• A weak call to action (CTA) that fails to compel or is introduced too late

How to fix it

🪟 Clarify the value and benefits of your product/service with tighter and more compelling messaging. Create a consistent and cohesive flow throughout the ad and the landing page.

💪 Strengthen the CTA, or introduce it earlier. Be direct in what you want someone to do next and provide a clear path to do it.

Low Thumbstop, High CVR

This ad isn’t doing a great job at stopping the scroll. But users 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 that intro.

How to fix it

🏋️ Test different openers. Vary the visuals, super, and sound to see what shifts the thumbstop.

🎣 Add a compelling hook designed to grab and hold attention.

👥 It’s critical the ad’s format and style adhere with the norms and expectations of the platform on which it’s running.

High Click-Thru Rate (CTR), Low CVR

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

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 fix comes from aligning the expectations set by the ad with the experience of the destination.

How to fix it

🗯️ Ensure coherent messaging throughout to ensure the destination deliverers on the promises made in the ad.

➡️ Simplify the conversion path. Evaluate the UX to reduce friction and the steps required to convert.

🚧 Make sure your conversion funnel is working and it’s not a tracking issue.

Low CTR, High CVR

Similar to the low-thumbstop scenario above, the ad needs to be more enticing.

It’s about making that CTA impossible to ignore.

How to fix it

🎯 Make the CTA more prominent and compelling to encourage clicks.

⏱️ Deliver your key message earlier in the ad to catch interest quickly.

👁️ Enhance the visual appeal and ensure the CTA stands out.

👍 Rule of Thumb

Here’s a nifty principle to help guide your ad optimization:

CLICKABLE LINKS 👆️ 

🕵️ Choose your own adventure, privacy edition. For users in the EU, Meta has lowered the price of Subscription for no ads. They’re also offering free with “less personalized” ads or free with the usual "we know you better than you know yourself" experience.

🎬 YouTube Shorts is getting new ad formats including interactive stickers and animated products (great for brands lacking video creative). It's like TikTok Shop and Instagram Shopping had a baby, but make it Google.

🎮 2024's most-used passwords include 'minecraft' and 'pokemon'. Your favorite game might spark joy, but it probably shouldn't guard your bank account.

Turn Compliance Constraints into Creative Rocket Fuel 🚀

Most marketers in scrutinized industries default to safe, vanilla campaigns. The result? A sea of forgettable marketing that blends together like beige on beige.

But what if those regulatory constraints could become your secret weapon?

Join us for the next Screen Share session we’ll reveal how top brands turn compliance hurdles into creative advantages.

You'll discover:

• Proven strategies for scaling user acquisition while navigating strict regulations

• Full-funnel growth tactics that stay compliant without putting you to sleep

• Frameworks for transforming "safe" creative into scroll-stopping content

🗓️ When: November 19th at 12PM CT
⏳️ How long: One hour.

Whether you're drowning in red tape or hunting for your next big creative breakthrough, this session is packed with actionable strategies to help you stand out—and keep your legal team happy.

Limited spots available!

AD OF THE WEEK ✨ 

In this section, we analyze high-performing ads and extract actionable insights you can use to power your creative.

This Brigit ad masterfully transforms a common financial pain point into entertainment, generating massive engagement through relationship dynamics and clever misdirection.

Brand: Brigit
Length: 25 seconds
Platform: TikTok

A guy asks his girlfriend for money and gets rejected. When he casually mentions getting money from "Brigit" instead, what begins as a potential relationship drama pivots into a clever product reveal, catching viewers off-guard and sparking intrigue about the financial app.

WHY IT WORKS 🧠

🎭 The Jealousy Hook: Creates immediate emotional investment by playing into relationship insecurities. The girlfriend's suspicion of "Brigit" being another woman drives both narrative tension and organic shareability.

🎯 Problem-Solution Framing: Presents the product as the hero in a relatable financial scenario. The casual ask for money → rejection → solution path mirrors the exact customer journey Brigit wants to own.

😂 Meta-Humor: Breaking the fourth wall with "Are you filming a TikTok?" transforms potential skepticism into entertainment, making the ad feel self-aware rather than salesy.

STEAL THIS 💡

1. Tap into trends. This ad didn’t just lean into a trend, it started one. The more you iterate, the more you increase your odds of landing a hit.

2. Use relationship dynamics to transform dry product features into emotional storytelling moments.

3. Don’t shy away from lo-fi production. If this ad looks like it was shot on a smartphone, it’s because it was. But it’s one of this client’s best performing ads.

BOTTOM LINE 👇

The most powerful ads don't sell products—they sell relatable moments where your product just happens to be the perfect solution.

That’s a wrap!

That’s all for this installment of Funnel Vision. Thanks for reading!

Catch you next Friday 🫶

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