FDC Meta Ads Creative Experiment

The Challenge

Creative format is one of the most significant but least systematically tested variables in Meta Ads performance. This experiment was designed to answer a specific question: does using a native-accent, professionally produced voice-over video — rather than standard ad formats — produce meaningfully better lead quality?

Our Approach

### Methodology: Controlled Creative Variable Test

**Voice-over**

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

**Ad format**

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

**Placement**

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

**Audience**

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

Results

| Metric | Value |

|--------|-------|

| Leads Generated | 4 |

| Lead Quality vs Previous | Higher |

| Best Performing Age Group | 45–54 |

> Lead quality was measurably higher than previous campaigns. The 45–54 age bracket significantly outperformed all other age groups on cost per result — a finding that directly informs future audience strategy.