During the last year, XBar joined forces with Chamber.Media, and knowing this was an innovative product with the potential to scale, we got to work on new ad creatives for them.

As of today, XBar’s top-3 most profitable ads maintain an average CTR of 2.91%, which is almost 3x more than the average Meta ad.

Here’s an example of a top-3 XBar ad:

But what has made this Ad Creative be so much better than the rest of the ads in the feed?

First off, the ad copy instantly hits on bombards the user with “problem-centric” testimonials – either mentioning that there’s no more need for a gym membership (problem number 1 that XBar solves), or that XBar is the best home workout piece (problem number 2) and finally, that XBar is not faulty when compared to other competing products that break after a while (problem number 3).

Scepticism is something that all gym products face, so removing those barriers was no.1.

Once the ad creative plays we get a glimpse of 3 well-built bodybuilders (with “achievable” bodies), which plants an image of the future that the user wants for himself.

But did you notice that the ad creative also starts with a question?

This is what we call an “Intellectual Hook”, and it’s proven to be one of the most profitable ad hook type for XBar’s industry – here’s the proof from The Brain:

xbar statistics

By doing this, we massively increased the odds of users scroll-stopping to see the ad – Intellectual hooks are apparently what makes them pay attention, and if we didn’t use that hook, we could risk bleeding interested users that wouldn’t even give us more than 3 seconds of their attention.

Now, it’s not only the Ad Hook that matters, the Ad Type is also massively important.

This ad can also be considered to be a “Product Demo” ad type, which explains why it was so successful – if we search “xbar.com” in The Brain, we’ll see that all the previous top 1% ads that involved home gym products also used Product Demo ad types to succeed.

Before Chamber.Media even starts shooting any ad creative, we look for what has made other competitors’ ads successful in the past so we can mirror them – it’s essentially a/b testing without spending a single dollar OR wasting time with failed ad concepts.

Now, the rest of the ad creative as the ad type name suggests, shows the bodybuilders using the product and reviewing it – seeing bodybuilders struggle with the weight caused by the bands actually helps push the idea that XBar is not only a home gym equipment, it is THE home gym equipment.

Using these methods XBar has been able to grow revenue month-over-month. 

In the end, a voiceover does a subtle CTA to incentivize users to visit the landing page.

The rest of the top-3 ad creatives were also built with similar ad concepts in mind and they worked just as well – all 3 had an Outbound CTR above 2.85% with a cold audience, which is well over the cold prospecting average of around ~1% which Meta shows as an average.

Content might be the most important thing you can level up in your advertising funnel right now. Whether it be through TikTok, FB Reels or YouTube, your brand and sells depends on it.

Content is key

Content might be the most important thing you can level up in your advertising funnel right now. Whether it be through TikTok, FB Reels or YouTube, your brand and sells depends on it.

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