Ask whether image ads or video ads perform better and the honest answer is that it depends on the offer, the audience and the execution. Each format has strengths. Knowing them helps you decide what to make first and why most accounts end up needing both.
What static ads do well
A single image communicates one idea almost instantly. It suits a clear offer, a strong product photo or a simple announcement. Static ads are quick and inexpensive to produce, easy to make in many versions and easy to test. For retargeting, where the viewer already knows you, a direct image with a clear call to action is often enough.
What video does well
Video can demonstrate, explain and build trust in a way a still image cannot. It suits products that need showing in use, services where the person delivering them matters and offers that need a little explanation. Short vertical video also fits the placements where people spend much of their time, such as Reels and Stories.
Carousels and other formats
Between the two sit formats such as carousels, which let people swipe through several images. They work for showing a range of products, steps in a process or several benefits. They are worth testing when one image is not enough and a video is more than you need.
Let the offer decide
Choose the format that makes your offer clearest. If the appeal is obvious from a photo, such as a meal, a garment or a finished renovation, start with static. If people need to see it working or hear from a person, start with video. If you have no footage, strong static ads are a better start than weak video.
Use both and compare
Advertising platforms place ads across many positions, and different formats suit different ones. Running a mix gives the system more to work with and helps you learn what your audience responds to. Test them against each other using the cost of a real result, and keep making more of what works.
We produce static imagery, short-form content and UGC-style ads, so you can test formats side by side without arranging separate shoots.