What I Learned Running Ads Across 5 Industries

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned (this issue)

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet

Side note: This post was appreciated by many marketers. If you have not read it, I suggest checking it out if you love improving your video ad retention.

Steal My Lead Generation Playbook for Service Industry

2025 is the best time to run lead generation for any SaaS or service industry.

Meta has finally figured out how to help you generate quality leads with one simple change.

Here’s what you’ll learn step by step:

• Why you need to switch your north star from CPL to cost per signed client

• How to qualify prospects in the first 3 seconds of your ad

• Building high-intent forms that filter out junk

• Connecting your CRM with Conversion Leads to give Meta real feedback

• Adding friction to block bots and low-intent clicks

• Using creative that builds instant trust

• Packaging your offer so “book a call” feels tangible

• Navigating the learning window with clean signals

• Simple test-and-scale rules that protect winners

• Bonus: Some tactics that most people overlook

The best part? I share a case study of a brand that grew from zero to $1M in 7 months.

[Get the breakdown here]

I work with several industries.

Recently, I’ve been testing in DTC, apps, service, health, and education.

That gives me a front-row seat to what’s working and what’s not.

If we were on a quick call and you asked me, “What’s working right now?” this is exactly what I’d share.

I see the patterns early because I’m testing across markets every week.

And the harsh reality is that what works in one market can completely fall flat in another.

These lessons will save you weeks of wasted spend and give you ideas you can apply immediately.

1. DTC (Direct-to-Consumer)

AOV under $100

Low-ticket products (low Average Order Value) live or die by creative. You don’t have margin to waste.

Product shots are everything

Simple lifestyle shots often aren’t enough. The ad must show the key element that makes the product valuable. 

Example: For a coffee machine, show the steaming cup pouring in 30 seconds flat, not just the product on a kitchen shelf. The speed and result sell better than the machine itself… Miss that, and your ROAS collapses.

Here’s a good example:

Bundling is the easiest lever to pull

Selling a single $30 product often doesn’t cover ad costs. But offering a 2-pack or “Buy 3, Get 1” bundle immediately pushes AOV up and makes the ads profitable.

AOV above $500

Big-ticket items require trust and proof. The stakes are higher.

Influencers are non-negotiable

I see it in every ad account. Buyers want to see someone they trust using it. But don’t run the raw video as is. Cut 4–5 versions, test different intros, different edits, and even reframe the same testimonial. That iteration turns one influencer video into weeks of content.

Mid-Funnel “tired of X” angles work 

Example: “Tired of massage chairs that break after a year?” or “Tired of designer bags that don’t hold up?” These ads call out a pain with alternatives buyers have already tried, which makes your product feel like the smarter upgrade.

2. Apps

Most app success has little to do with fancy creatives—it’s the funnel.

Paywall testing moves numbers fast

We cut trial cost and new-user cost by simply swapping the paywall software. The offer didn’t change. Just the way it was presented. Always test the “boring” parts of your funnel.

Quizzes + clean funnels crush 

Apps with quizzes that diagnose the user (fitness, language, education) see a much better ROAS. Why? Because people love tailored recommendations. It feels like the app already knows them.

AI ads are actually working 

In many industries, AI ads don’t perform well (yet). But in apps, they’re working really well. Specially, if your audience is 50+.

3. Service Brands

Services sell expertise, not just features.

Podcast-style ads are outperforming

High-fidelity clips from a founder, expert, or a conversation pull people in. They build authority because people feel like they’re “listening in.” Podcast ads also pass the trust barrier because the format inherently brings experts in to talk about a certain topic.

Exaggerate the outcome slightly with AI hooks 

Example: instead of “We saved a client 20 hours,” show “What if you got a week of your life back every month?” Same idea, bigger emotional pull.

No customer footage? No problem 

Take static images, turn them into AI-generated B-roll with movement, and use them as ad hooks. It feels fresh and professional even without original video.

4. Health Brands

This is one of the toughest markets, but certain patterns repeat.

Run both lead-gen + purchase campaigns

Some users aren’t ready to buy supplements right away. A lead-gen flow lets them learn first (via guide, quiz, or email). Others are ready to buy immediately, so you need both running in parallel.

Long text-heavy ads convert better 

Health buyers want every detail: ingredients, studies, safety, side effects. Short punchy ads don’t answer their doubts. A well-written long ad that reads like a mini-article consistently wins.

Here’s an example:

Doctors in ads = instant trust 

White coats and titles (“Dr. X, Cardiologist”) make people stop doubting. Credibility matters more than humor here.

The 45+ audience is where the money is 

Across supplements, treatments, and health apps, this age group brings the best ROAS. They read more, spend more, and value credibility.

5. Education Brands

Parents don’t buy features. They buy futures.

Student stories drive the sale 

“This 16-year-old got a Stanford research placement” outperforms any generic line about “quality education.” The stronger the outcome, the harder it pulls.

Parents want real-world impact 

Frame it as “skills that lead to X outcome” instead of vague benefits. Every parent imagines the ROI of their child’s success.

Deep insights > formats

One founder nailed an ad by calling out what parents actually pay for: “Most parents spend thousands just to get their kid one research paper that stands out.” That level of customer understanding makes even a simple video go viral.

That’s all from this week.

Thanks to our partners who support this newsletter.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

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