Decision guide
Static or video ads: which should a small business use?
Start with static image ads if you are new to paid ads or have a small budget, because they are faster and cheaper to make and easier to test. Add video when you need to show how something works, tell a story or fill full-screen placements such as Stories and Reels. Many small businesses do well with strong static creative first.
What each is good for
| Static image ads | Video ads | |
|---|---|---|
| Best at | One clear message, an offer, a product or a before and after | Showing how something works, a process, a personality or a story |
| Production | Faster and cheaper; easy to make several concepts | Needs filming or animation, editing and sound handling |
| Testing | Easy to test many ideas | Fewer ideas for the same effort |
| Attention | Must stop the scroll at a glance | Has a few seconds to hook, and many people watch with sound off |
| Placements | Works in Feed, and in Stories with a suitable layout | Natural fit for full-screen vertical placements |
When to start with static
- You are new to paid ads or have a small monthly budget.
- You have one clear offer or benefit to communicate.
- You want to test several angles quickly and cheaply.
- You do not yet have footage or a video you are proud of.
When to add video
- The product or service needs to be seen in action to be understood.
- You have real people, a place or a process that is your point of difference.
- Static ads have found their audience and you want to extend reach into more placements.
- You can commit to making fresh video regularly, because one clip will tire.
If you make video
- Put the point in the first seconds, and design for sound off with clear on-screen text.
- Shoot or edit vertical for Stories and Reels, with key text away from the top and bottom edges (see the size guide).
- Keep it short and make one point per clip.
Mixing them
A sensible pattern is to prove an idea in static first, then turn the winning idea into a short video. The idea matters more than the format. See creative fatigue for when to refresh.
What our plans cover
Our creative subscription covers image concepts in Feed and Story sizes. Video and photography are scoped separately. See the plans.