FDC Meta Ads Creative ExperimentInternal experiment, not client work

Testing Video vs. Static: What Actually Improves Lead Quality on Meta

Sector
FDC internal experiment
Market
UK
Channels
Meta Ads (All Placements)
Duration
10 Days
FDC Meta Ads Creative Experiment case study

What we did, and why each part mattered.

  1. 01 / 04

    Voice-over

    UK-native voice talent sourced to ensure authentic accent and delivery for a UK audience

  2. 02 / 04

    Ad format

    Custom animation paired with the professional voice-over, maintaining high production value throughout

  3. 03 / 04

    Placement

    All Meta placements (Feed, Stories, Reels, etc.) to maximise data collection across formats

  4. 04 / 04

    Audience

    UK, ages 25 to 50, all genders interests in digital marketing, business decision-makers, new active businesses

  • Video vs staticCreative test
  • HigherLead quality than previous campaigns
  • 45 to 54Best-performing age group

Individual case result for one client, market and period. Not an industry benchmark.

What this test means for your campaigns

  1. Test format, not just copy

    Switching from static to video changed lead quality more than small copy changes usually do.

  2. Voice matters

    A native-accent, professionally produced voice-over made the ad feel credible to the audience it was aimed at.

  3. Find the age group that buys

    In this test, 45 to 54 year-olds responded best, which reshaped targeting for later campaigns.

Next case studyUAE Real Estate BrokerageA Full-Funnel Paid Media Launch for a Dubai Real Estate Brokerage

Frequently asked questions

Does creative format affect lead quality on Meta Ads?

Yes, significantly. Different creative formats attract different user profiles and the profile of who engages with your ad directly affects lead quality. Voice-over video tends to attract more considered, deliberate engagement compared to static or text-led formats.

Which age group responds best to B2B Meta Ads in the UAE?

In this experiment the 45 to 54 bracket had the lowest cost per result, likely because older business audiences hold more decision-making authority and budget. It is one test, not a rule, so check it against your own audience.

Is this a client result?

No. This is an internal FDC test, run to learn what improves lead quality before applying it to client campaigns.

Want results like these?

Tell us your market, your offer and what a qualified lead looks like for you. We’ll tell you which channels we would start with, and why.

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