Quote from James A.Hart on July 16, 2025, 9:38 pm

When it comes to Facebook advertising in 2025, there’s a common belief that video ads always win. And while video content is everywhere, the truth is more nuanced.

Let’s break it down — simply and practically.

Video Ads: Premium, But Not Always Profitable

Facebook and Instagram treat video inventory as premium ad space. That means:

• You’re paying higher CPMs to show video ads.
• Unless your videos are outstanding, you may not see a good return.

If you’re a seasoned creative pro with a full production team, video ads can work. But even then, the process is:

• Expensive
• Time-consuming
• Difficult to scale consistently

And here’s the key point: Video ads often have lower ROAS or higher cost per lead, unless executed extremely well.

Image Ads: Faster to Test, Easier to Scale

Static image ads might not sound as exciting, but they carry serious advantages:

• Quicker to produce
• Easier to launch at scale
• Lower cost per test

You can generate dozens (even hundreds) of creative variations in a short time. That lets you find your winners faster and optimize performance without the bottlenecks of video production.

In short:

If you’re trying to iterate and optimize performance quickly, image ads are your best friend.

If you already have a creative team and the time to craft compelling videos, test both — but don’t assume video is better by default.

What to Take Away

• Video ads are not magic. They can perform well, but only if the content is great — and the CPMs are higher.
• Image ads are underrated. In many campaigns, they convert better and scale easier.
• Test everything. Let the data tell you what works best for your offer, your audience, and your funnel.

Don’t get caught in the hype. Use the right format for the right job — and focus on what drives results, not what looks the most polished.