Brayan Iliev
How to read your results: what drops mean and when not to take action
When ad results drop, panic leads to chaotic changes and even worse data. In this art...
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The visual is the first and often the only thing users see in your ad. Even a perfectly set-up campaign can fail if the creative is not engaging and clear. Find out which formats work best in each market and how to test to find the winning visual.
Many businesses put effort into their campaign settings – audiences, budgets, placements – but neglect the most important thing: what the user sees while scrolling. That is exactly what decides whether they will stop, click and even understand what you are offering. In Meta Ads, the creative is the first line of communication – and often the only one the user will ever see.
Even the best-structured campaign can fail if the visual is not engaging, does not trigger an emotion or does not communicate clearly. The same applies to the copy – headline, description, subtitles – which must work together with the visual, not duplicate or water down the message.
There is no such thing as a “perfect banner”. There are hypotheses that get tested. The reality is that different users react differently – depending on the funnel stage, the specific product, the industry, seasonality and even the platform (Instagram vs. Facebook Feed vs. Stories).
At Evol.bg we never launch a campaign with a single creative. We always include at least 3–5 different visuals in the testing phase. The goal is not just “to see which banner works”, but to find the best combination of format, message and style. And the winning variant is often a surprise – especially if you never gave yourself the chance to compare.
Informal videos, often shot on a phone, in which real people talk about, test or recommend the product. They work very well for B2C products in niches such as cosmetics, fashion, wellness and fitness. The reason is simple – viewers recognise themselves, see a real context and hear a genuine tone.
Longer, more structured videos that follow a logic: problem → solution → product introduction → social proof. An excellent choice for more expensive or unfamiliar products that need explaining. They also work for B2B, courses, supplements and services.
The classic. Professionally designed visuals with a clear message, offer and CTA. Ideal for remarketing as well as brand awareness campaigns. They allow a strong brand presence, control over the composition and a direct focus.
When you need to show benefits, figures, before/after or features, the infographic style is your friend. It is often used for software, services, health supplements and B2B solutions. The benefit is clarity.
A combination of the above – for example a UGC video with overlay text and brand elements. This gives you the best of both worlds: authenticity + a clear message.
UGC formats are the undisputed winner. Users have already been “trained” not to trust overly polished ads. Instead, trust is won by:
The market is still in transition. What works better:
UGC is starting to show good results in beauty, wellness and services, but it is far from a universal answer. Bulgarian audiences still look for trust through the visual – it has to be polished but not pretentious, approachable but not amateurish.
The truth is that there is no single answer. At Evol.bg we always start with several directions, based on:
Most importantly: do not be guided by your own taste, but by data. What you like may not be what drives results.
Even the best creative “dies” after 1–2 months. The platform fatigues the audience, views pile up and the effect weakens. That is why creating new visuals should not be a one-off task but an ongoing process. It is the most effective way to maintain good results without increasing the budget.
If you are wondering where to start with testing, you can consult us – even just for advice. At Evol.bg we are not simply looking to launch another campaign – we are looking for how to create a visual that really works.
