Video is beautiful, but it's not always the best hook. With people who've never heard of you, simple static ads often cost less per lead. Video earns its keep with people who already know you.
Why simple ads hook better
People scroll fast. In about a second they need to know three things: what it is, what it costs and why now. A static image answers all three. Several analyses of large ad sets find static ads cost less per lead with cold audiences, while video narrows the gap or wins once people know the brand. The data conflicts by industry, so test in your own account.
What works cold: real photo, all-in price, one special, one button.
- Real photo of the actual property
Never AI images of a real client's apartments.
- The total monthly price, large
- One special with a deadline
"$500 off, sign by Nov 30."
- One button: Book a tour
- Housing category on
No age, gender, ZIP or family targeting.
Where video belongs
- Retargeting people who visited the leasing site
- The leasing site itself, as a walk-through
- Social posts and reviews, to build trust
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