Targeting and bidding account for roughly 20 percent of a social ad's performance. Creative accounts for the other 80 percent. The right audience with the wrong creative does not convert. The wrong audience with the right creative occasionally does. Prioritise the creative.
Creative strategy is built into our Social Media Ads service. We test multiple creative variants per campaign and rotate based on performance data.
Every social ad is competing with content from the user's friends, family and interests. The first frame must stop the scroll. A thumb-stopping first frame is not optional. It is the entire ad.
Video generally drives lower CPCs and higher engagement. Static images work better for simple product ads or direct response offers where the visual is self-explanatory. Test both and let data decide.
The most common creative mistakes Australian businesses make in social ads are using generic stock photography, loading too much text, using the same creative across all platforms without adapting aspect ratios, and treating social ads like print ads.
| Mistake | Effect | Fix |
|---|---|---|
| Generic stock photos | Low engagement, low CTR | Use real people, real products, real situations |
| Too much text | Reduced reach, lower engagement | One message per ad, one CTA |
| Wrong aspect ratio | Creative cropped, looks amateurish | 9:16 for Stories/Reels, 1:1 for feed |
| No captions on video | 60% of video watched muted | Always add captions |
ROI varies by industry, audience and offer. Well-targeted campaigns typically return between $3 and $6 for every dollar spent. The key is audience precision, creative quality and landing page alignment.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media explains social media ad creative for Australian businesses: what stops the scroll, when to use video vs static, the common creative mistakes and how to fix them.