The Magic Facebook Creative Strategy that DOUBLES Results

Most advertisers obsess over targeting, offers, and budgets. But what if the key to skyrocketing your ad performance lies in your creative?

Recently, I implemented a new Facebook ad creative strategy for a client. The result? Their return on ad spend (ROAS) more than doubled—without changing anything else. Same budget. Same offer. Just a fresh creative approach.

Let’s break down exactly what we did, why it worked, and how you can apply this strategy to your own business.

The Client: A Physiotherapy Chain

To give you some context, the client is a physiotherapy chain with multiple locations in the UK. Their core offer? A heavily discounted discovery session, which includes:

• Diagnosing the issue
• Creating a treatment plan
• Providing stretches and exercises

From there, the goal was to convert patients into long-term treatment packages (8-12 sessions).

Before we stepped in, they were already running ads. But the results were average, and they needed a strategy that would convince more people to book that initial session.

The Creative Strategy: Capturing Post-Treatment Reactions

We reimagined their ad creative approach. Instead of traditional marketing messages or testimonial-based ads, we created a compilation of client reactions immediately after treatment.

Here’s how it worked:

1. A patient came in with limited mobility or pain.
2. The physiotherapist performed some treatment (massage, exercises, stretches).
3. At the end of the session, they tested their movement—and reacted in real time.
4. We captured those reactions (with client permission):
   • “Wow, my shoulder feels so much better!”
   • “I can actually bend my knee now!”
   • “The pain is almost gone!”

These short, 5-second clips were strung together into various ad lengths, ranging from 15 seconds to 2 minutes. We were specifically looking to show all the different types of people that this business served. The top performer? A 90-second version.

Why This Approach Works

This simple yet powerful strategy outperformed traditional ads for several reasons:

1. It Doesn’t Feel Like an Ad

People are bombarded with marketing messages. But raw, unscripted reactions feel authentic and engaging. No hard selling. No promotional tone. Just real people experiencing real relief.

2. It’s Easy to Consume

Quick cuts and multiple clips create a fast-paced viewing experience. People don’t need to watch the whole ad to get the point—just seeing a few reactions is enough to convince them.

3. It Uses Social Proof

Nothing is more persuasive than seeing someone experience the benefit firsthand. These videos demonstrate results instead of just talking about them.

4. The Ad Copy & Headlines Do the Heavy Lifting

Since the videos focused purely on reactions, we used ad copy and headlines to clarify the offer:
✔ “85% Off Your First Physiotherapy Session!”
✔ “Book Your Discovery Session – We’ll Diagnose, Treat & Create a Plan for You!”

The ad’s job was to grab attention and provide proof. The text and landing page explained the details and got people to take action.

Bonus: If you follow my content you can always go to the Meta Ads Library and type in my name, Ben Heath, and you’ll see the ads that I’m currently running.

Can This Strategy Work for Other Businesses?

Absolutely. The core principle of this strategy is proof-based marketing. If your business provides a tangible result, you can leverage this approach.

How Different Businesses Can Apply This Strategy

1. Coaching or Online Programs

• Show screenshots of client wins.
• Display messages from students who got results.
• Use clips of participants celebrating success.

2. Physical Products

• Film unboxing reactions.
• Capture customers using the product for the first time.
• Show before-and-after transformations (where allowed – weight loss and cosmetic transformations are a no go on Meta).

3. Service-Based Businesses

• Show real client results (e.g., hair stylists can show makeovers).
• Capture candid feedback moments.
• Use case studies in short-form, engaging clips.

Proof-Based Ads: More Examples

We’ve tested this strategy across different industries, and it consistently delivers.

For example, in my own business, I integrate proof into every ad.

Example: My Mentorship Program Ad

• I ran an ad featuring real Slack messages from members.
• The first 40 seconds of the ad was just scrolling through actual results:
  • Results example 1: One client’s ROAS jumped from 0.7 to 8.03.
  • Results example 2: Another sold out 35,000 raffle tickets in two weeks.

Example: My Facebook Ads Mastery Course

• The ad showcased screenshots of client wins.
• We layered proof into an explainer video to increase credibility.

Different Ways to Showcase Proof

Not every business can film real-time reactions. But there are many other ways to use proof-driven ads:

✔ Client Testimonials – Written, video, or screenshots from emails/messages.
✔ Results Images – Before-and-after pictures (where allowed).
✔ Social Media Comments – Screenshots of positive feedback.
✔ Case Studies – Show real numbers and data.
✔ Product Demonstrations – Show the transformation.
✔ Contracting Businesses – Show the end results of your business

Final Thoughts: Why Proof-Based Ads Work

When people see others getting real results, they believe it’s possible for them too.

A strong proof-driven ad increases your audience’s perceived likelihood of success. And that’s what makes them buy.

If you have an established business with happy customers, start leveraging this strategy. Gather testimonials, client reactions, and proof points—and let your results do the selling.