As marketers, we’ve all been there—pouring hours into crafting the perfect ad. The visuals are sharp, the copy is compelling, and the targeting is on point, but when you hit launch… crickets. The CTRs (Click-Through Rates) are lower than expected, and conversions feel like a distant dream.
Recent reports show that the average CTR for Meta ads hovers around 1.1%, and for many industries, it’s even lower. This means for every 100 people who see your ad, barely one person takes action. Frustrating, right?
You might be wondering, “What more can I do?” Well, what if I told you there’s one simple tweak that can drastically improve these numbers?
We tested this hack ourselves on two identical ads, and the results were shocking. One ad saw a huge boost in CTRs, conversions, and even lower costs—all thanks to one small change. And the best part? You don’t need to overhaul your entire strategy to implement it.
Curious to know what it is? Keep reading to learn the secret that turned our underperforming ad into a conversion machine.
The Experiment Setup
When running Meta ads, one of the most common frustrations for marketers is seeing well-crafted ads underperform. You might spend hours perfecting the ad copy, finding the right image or video, and fine-tuning your targeting, only to get a low CTR (Click-Through Rate) and disappointing conversions.
In fact, a study by Wordstream shows that the average CTR for Facebook ads across industries is just 0.90% – which means most users scroll past your ads without a second thought.
So, we decided to run a simple experiment to see if we could change that.
Description of the Ads:
We created two identical ads, keeping everything the same:
- Design: Both ads used the same high-quality image and visual elements.
- Copy: The primary text, headline, and call-to-action were identical.
- Targeting: We targeted the same audience, with similar demographics, behaviors, and interests.
- Budget & Bid Strategy: Both ads ran on the same budget and under the same bid strategy, ensuring fairness in the comparison.
These two ads were twins in every way possible—except for one major difference.
Key Difference:
- The First Ad: We asked a few team members to interact with the ad as soon as it went live. They liked it, left thoughtful, positive comments, and shared it with their networks.
- The Second Ad: This one was left to run with no intervention. We didn’t ask anyone to engage with it. We simply set it live and let it perform on its own.
Both ads were monitored over the same period, under the same conditions. The only thing that set them apart was the deliberate engagement we drove to the first ad.
And the results? They were eye-opening!
The Results
The results were surprising—and a game changer for how we think about Meta ads.
- Ad 1 (with deliberate engagement):
This ad outperformed its twin in every way. Here’s what we saw:
Higher CTR: The click-through rate increased by 30%. More users clicked on the ad because they saw the likes, comments, and shares, making it appear more trustworthy.
Higher Conversions: Conversions improved by 25%. With the social proof already in place, potential customers were more likely to follow through.
Lower CPM: The cost per thousand impressions (CPM) dropped by 20%. Since Meta’s algorithm rewards ads with higher engagement, we got more exposure for less spend.
Longevity: The ad continued to perform well over time, staying relevant and keeping its momentum.
- Ad 2 (no engagement):
While it started off okay, it quickly faded:
Low CTR: The CTR dropped significantly over time, with fewer clicks as people ignored the ad.
Minimal Conversions: Conversions dropped as well, despite the design, copy, and targeting being the same as Ad 1.
Higher CPM: Without engagement, Meta’s algorithm treated it as less relevant, leading to higher CPMs and poorer overall performance.
The conclusion? Engagement drives performance. Social proof, in the form of likes, comments, and shares, plays a crucial role in boosting ad effectiveness.
3. Why It Works – The Power of Social Proof
In the context of Meta ads, social proof refers to the visible signs that people are engaging with your ad—likes, comments, shares, or any form of interaction that signals to others, “This ad is worth paying attention to.”
Think about it: when you see an ad with hundreds of likes and positive comments, you’re naturally more inclined to trust it, right? That’s social proof in action. It’s a psychological phenomenon where people look to others’ actions to decide their own behavior. If others are engaging with an ad, it must be good—or at least that’s the assumption.
Why It Works: The Psychology Behind Social Proof
Social proof works because humans are wired to follow the crowd. Psychologists call this the bandwagon effect, where people tend to do something simply because they see others doing it. In digital marketing, this means that when your ads have more engagement, they create a perception of credibility and trust.
In simple terms, social proof gives your ads a “boost of believability.” People are more likely to click on an ad they trust, and engagement builds that trust, making your ads perform better across the board.
4. Bonus Hack: Organic Engagement to Boost Paid Results
Instead of jumping straight into paid ads, start by sharing your ad content organically. This allows you to gather free likes, comments, and shares from your existing followers or audience before you put money behind it. Once your post has accumulated engagement, it will appear more trustworthy and perform better when you start running it as a paid ad.
Why does this work? It’s simple. People are more likely to engage with content that others have already validated. A post with 50 likes and 10 comments is far more attractive than one with no engagement at all. This makes users more likely to click, convert, and even engage themselves, further improving your campaign’s performance.
Engage with the Audience
Once your post starts gaining engagement, don’t just let it sit there—engage back. Reply to comments, acknowledge shares, and even like some of the reactions. This keeps the conversation going and signals to the algorithm that your post is generating meaningful interactions. The more active the conversation, the better your ad will perform.
Also, don’t underestimate the impact of replying to comments. When users see that a brand is engaging with its audience, they feel more connected and are more likely to interact themselves. Keeping the engagement momentum going makes your ad seem more lively and trustworthy, which ultimately leads to better results.
This simple, low-cost tactic can significantly boost the effectiveness of your paid ads, giving you a head start with social proof without spending more on paid media.
Conclusion.
When your ads show a higher number of likes, comments, and shares, they send a signal of trust and credibility to your potential customers. People tend to follow what others are engaging with, and that initial burst of activity can give your ads the momentum they need to perform at their best. By simply encouraging your team, friends, or community to engage with your ads, you can create an initial wave of social proof that draws more attention from your target audience. This also leads to lower CPMs and better overall performance.
