Why $1M Ads Break The Rules (And What Actually Works)

After analyzing thousands of ads this year, one thing became clear. Traditional direct response formulas aren’t driving the biggest wins anymore.

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The highest-spending, most profitable ads on Meta and TikTok use a new approach.

The old formula for direct response ads looked like this:

And while that structure still works for some brands, it’s no longer the go-to for scaling.

Ads compete against the entire organic feed, not just other ads.

So what’s working now?

1. The Comedy Skit

Example: https://app.air.inc/a/c00oujkCQ

• Uses humor to highlight a relatable pain point

• Feels like a native TikTok or Instagram Reel

• The product is seamlessly integrated, not forced

This is capturing attention and making your brand memorable.

2. The Podcast Style Ads

Example: https://app.air.inc/a/czeA1VRiI

• Feels like an organic conversation

• Uses storytelling instead of a traditional problem-agitate-solution structure

• Often features a host & guest dynamic to build credibility

It’s best for brands with premium products and high trust barriers.

The shift from direct response to content style ads means traditional KPIs aren’t enough.

Here’s what we’re analyzing inside ad accounts now

1. Hook Rate (Impressions ÷ 3-second views)

If people don’t stop to watch, they won’t convert. The hook rate is an important leading indicator of success.

2. View-Through Metrics (25%, 50%, 75%, 100%)

Ads that retain attention longer get better delivery and lower CPAs.

3. Ad Spend Distribution

Which creatives is Meta choosing to spend the most on? The platform’s budget allocation tells you which ads are truly working.

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.