Boosting Ad Results with One Simple Change
At Élan, we believe in testing everything, especially when small changes can make a big difference. We recently ran a Meta A/B test for a law firm client that proved you do not need a massive budget to see real results.
Meta’s own data shows that businesses with just a $200 test budget can see an average 32% increase in link clicks and 21% lower cost per click with their winning strategies. We wanted to see what would happen if we applied that thinking to legal advertising.
Our Hypothesis: Adding a compelling hook at the start of a testimonial video will keep more viewers engaged and ultimately improve ad performance.
The Setup
We ran an A/B test on Meta for 14 days, comparing two versions of the same client testimonial video.
Version A (Old Creative) was the original video that went straight into the testimonial with no special hook at the beginning.
Version B (New Creative) included a brief but attention-grabbing opening line designed to pull the viewer in before the testimonial began.
We optimized toward 2-second continuous video plays because we felt this metric was most relevant for testing immediate engagement.
The Results
Although we planned for two weeks, Meta found a statistically significant result by day 4. We let the campaign continue until day 8 to confirm the trend.
Old Creative (No Hook)
CTR: 0.24%
CPC: $1.32
2-second continuous views: 5,192
Hook rate: 56%
Hold rate: 0.54%
New Creative (With Hook)
CTR: 0.35% (+46%)
CPC: $0.90 (-32%)
2-second continuous views: 15,985 (+208%)
Hook rate: 64%
Hold rate: 0.38%
Budget: The test only spent $85 of the $200 available.
Key Takeaways for Legal Marketing
Hooks work. A short, attention-grabbing opener increased early engagement, click-through rate, and reduced CPC.
You can test on a small budget. With just $85 spent, we generated clear, statistically significant results.
Engagement drives efficiency. Higher hook rates translated into more clicks for less money.
Bottom line
Even small creative changes can produce big performance gains. For law firms, where trust and attention are everything, starting with a strong hook can make your advertising dollars work harder without requiring a large budget. Contact Élan today to explore how stronger creative can maximize your firm’s advertising results.
