The Winning UGC Ad Formula

After analyzing and creating thousands of ads, we’ve nailed down the formula for the best chances of creating winning UGC ads. Let’s take a look at this framework.

Step 1: Research

Before we even get to the script, a successful UGC ad starts with research.

1. Determine your top-performing ads based on purchases, ad spend, CPA, and ROAS.

2. Analyze your top-performing ads using retention metrics like hook rate, hold rate, and relevant view-through metrics.

3. Use Atria to analyze your competitors’ top-performing Meta and TikTok ads and pay attention to what creative concepts they have been running the longest.

Once we finish our research, we build a creative strategy with winning angles, messaging, elements, and editing style that will perform best in stopping the scroll, retaining attention, and getting sales.

If you’re spending over $10,000 a month on Meta ads for your e-commerce or SaaS business, we’re here to help you optimize your ad performance and scale your ads profitably. Apply to work with us here.

Step 2: The Winning UGC Ad Formula

Many of our top-performing UGC ads follow this structure:

1. Hook (Most Important): The first 3-5 seconds must grab attention. Use surprising visuals, relatable problems, or TikTok-style trends (depending on your niche and brand voice)

2. Introducing Problem: If the hook introduces a problem, expand on it before jumping to the solution.

3. Product Introduction: Show the product as the solution in a natural way.

4. Features & Benefits: Highlight what makes the product great, but keep it authentic.

5. Call to Action (CTA): A simple, compelling close that’s less or more salesy (depending on the audience and brand voice)

Step 3: Tracking the Right Metrics

Great content means nothing if you’re not tracking performance. Here’s what we look at inside ad accounts:

1. Cost per Purchase (CPA) and Ad Spend Distribution to find out which ads drive the most sales and get the most budget.

2. Hook Rate (Impressions ÷ 3-second views): If not enough people are stopping to watch the ad, it will likely not be a winner.

3. Hold Rate (Impressions ÷ ThruPlays): Measures how long people stay watching your ad. Testing different ad structures helps optimize retention.

When your UGC scripts follow this structure, it makes filming and editing easier and ensures content performs.

I believe that UGC ads using this simple framework are the foundation of all profitable ad accounts.

What are your favorite UGC ad frameworks?

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here. Our clients include brands like For Wellness, Frido, Scribe, and others. We’ve likely worked with businesses in your niche.