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Crafting the perfect video ad in the competitive supplement niche isn’t easy. There’s a lot of competition so standing out can be challenging and creative briefs often slow the process down.

But when it’s done right, a creative brief aligns teams, streamlines revisions, and ensures on-target ads that captivate and convert.

At Primer, we’ve crafted thousands of proven ad creatives over the years, and here are some of our templates.

Vs Alternative Template

This framework is by far one of the most used templates for the supplement vertical. By positioning your product as the best solution, it saves your audience the time and effort of comparing options, and gives you the chance to control the narrative.

Highlight your product’s unique advantages while contrasting it against alternatives. Whether it’s a competitor, a different solution, or doing nothing at all, this approach emphasizes why your offering is superior.

Try this framework for moderately sophisticated audiences that are ready to evaluate their options. By showcasing specific advantages like affordability, ease of use, or sustainability, you guide potential customers toward confidently choosing your product.

For example:

UGC Vs Competitors

UGC is vital for building trust and creating high-converting video ads. When real customers compare your product to their past experiences with other brands, it adds authenticity and credibility to your messaging, making it more relatable.

Formula	Copy Example
Attention-grabbing statement	I’m breaking up with glucosamine and switching to Antinol Plus for my dogs joint health
Comparison	Antinol plus is made with powerful ingredients like green-lipped muscle and krill oil, working two weeks faster than other supplements..
Benefit	Since I started giving my dog Antinol plus we’ve been hitting our trails with less stiffness and more energy.
Benefit	Their clinical studies show improvement in dog mobility in as little as 30 days.
Benefit	We’re getting more miles and having more fun.
Benefit	They’ve got a 30 day moneyback guarantee you’ve got nothing to lose
CTA	Check them out if you wanna keep your best friend without worry.

No UGC? No problem: Use Comparison Lists

If you don’t have UGC yet, this template is a game-changer for supplement brands.

It works exceptionally well for both image and video ads, driving conversions and helping you stand out in a competitive market.

How It Works Template

The How It Works Framework is an incredibly effective tool we’ve tested for driving conversions. It simplifies the journey from problem to solution, breaking it down into actionable, easy-to-follow steps.

Using this framework effectively helps to demystify your product for potential customers, thereby reducing their hesitations and increasing their likelihood to convert.

It’s particularly impactful for middle-of-the-funnel and top-of-the-funnel audiences. These users may know about your product, but learning how it works gives them the clarity and confidence to take the next step.

For solution-aware audiences, it demonstrates why your product is the ideal choice compared to alternatives. For product-aware audiences, it highlights unique functionalities and advantages that set your product apart, helping sway their decision in your favor.

Here it is in action:

Simple Steps

Getting your supplements has never been easier with these 3 simple steps… That’s how this framework works.

Formula	Copy Example
Attention-grabbing statement	Another ‘miracle’ weight loss claim?I was skeptical – but DrBrainRX CHANGED my mind
Step 1	Free consultations with DrBrainRX’s team via online meetings
Step 2	Got questions? They’ve got answers, plus they handle insurance and plans starting at $186/month
Step 3	Post-consult, get meds delivered the NEXT DAY
Benefit	Customized program for your specific needs is the path to success
Benefit	Explore their 30-day satisfaction guarantee.
CTA	Nothing to lose but weight!

Now take a look at this example: same niche, similar product, different approach.

Although we know UGC is key, if you don’t have any then you need to get creative. Screen recording is a major element to share steps. It’s easy and allows users to watch the process in real time.

Formula	Copy Example
Attention-grabbing statement	90% of women have menopause symptom relief within 4 weeks with Alloy
Media proof	As seen in…
Step 1	Just complete a quick medical intake form
Step 2	Receive a personalized treatment plan
Step 3	Get medication delivered
Benefit	Their medical team is always there for ongoing support and education
CTA	Get a treatment plan in as little as 2 days with Alloy

How I went from (…) to (…)!

This hook suggests a clear narrative of transformation, indicating a before-and-after scenario. Using this engages the audience by illustrating the process that allows for the change, making it relatable and understandable.

Formula	Copy Example
Attention-grabbing statement	Here’s how I went from… To this.
Solution	Nootropic Brain Support
Benefits	8-10 hours of focus, mental clarity and drive
CTA	Try Nootropic Brain Support

Press/Testimonials Template

The Press/Testimonials Framework is a powerful way to showcase social proof and build trust with moderately sophisticated and most aware audiences.

By leveraging customer testimonials and press quotes, this template validates your product’s effectiveness and inspires confidence. It’s ideal for audiences evaluating their options or seeking reassurance before making a decision.

Mixing Social with Press proof

What makes this video effective is its simplicity and brevity. As the reviews appear, you see people working out, proving that using the Pre-Workout enhances their training.

⭐️Pro tip: using star ratings is always a great way to grab attention.

Social proof

Authentic testimonials of users that have used your product are essential for social proof. The more testimonials you have, the better.

Reviews

Reviews are always a smart choice for social proof. Real comments help users take action and build trust.

When users feel unsure, reading positive reviews can tip the scales and encourage them to make a decision.

🔥Pro tip #2: This kind of template works amazing for warmer audiences.

Buyer Decisions Questions (BDQs) Template

And last but not least we have BDQs.

This template is designed to address the most pressing Buyer Decision Questions (BDQs) potential customers ask before purchasing. It focuses on answering essential queries that alleviate concerns, clarify your product’s value, and guide prospects toward making a confident decision.

For moderately to highly sophisticated audiences, this framework is perfect for showcasing what sets your product apart. BDQs help highlight specific advantages, build trust, and remove doubts by providing clear, compelling answers backed by social proof or UGC. This template also works best for Product Aware consumers, since it offers an opportunity to reaffirm your product’s value and unique features.

X Reasons Why

X Reasons Why template simplifies decision-making. It’s an impactful way to address customer doubts, highlight your product’s key benefits, and guide prospects toward choosing your brand.

Formula	Copy Example
3 Reasons why	3 Reasons why I love Ka’Chava
Benefit #1	Whole body nutrition with everything needed
Benefit #2	So EasyPerfect on the go meal
Benefit #3	Good for your body and delicious
Social proof	As a woman over 40s who is in the best shape of my life, taking Ka’Chava shake everyday is my SECRET to giving my body the nutrients it needs to support my joints, bones and muscles.
CTA	5 Incredible Flavors

💪🏼Pro tip #3: Tiktok comment boxes are on fire! 🔥It makes your ads look native. What are you waiting for to use it?

Formula	Copy Example
3 Reasons why	3 Reasons why Jocko Fuel Energy Drink is a big deal
Benefit #1	Pure clean energy
Benefit #2	No crash or jitters
Benefit #3	No harmful preservatives
CTA	Get yourself a go.

Time to Fuel Your Sales

Throughout this blog, we’ve explored various templates you can apply to your video ads to boost your conversions. Standing out in the supplement industry requires not just creativity but also a convincing approach. These proven templates give you the tools to captivate your audience and drive real results.

Always remember, that authenticity is key. Pair these proven templates with genuine messaging that resonates with your audience, and you’ll position your brand as a leader in the market. It’s time to fuel your sales—start implementing these strategies today!

Get Video Ads with These Templates Crafted By Growth Experts

From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Seven Cells, Ka’chava and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.

Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.

Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.

Get in touch today »

Yesterday’s “hacks” to account performance are long gone. The days of narrowly targeting interest-based audiences or fine tuning your ad budgets have been replaced by the digital ad platform’s algorithms. In Facebook’s and TikTok’s attempts to level the playing field for advertisers, they have essentially removed the ability to fine-tune your ad account to optimal performance. Today, the greatest lever that is available to growth marketers is ad creative. With high-volume creative testing, you are able to find new levels of efficiency and growth.

At Primer, we use a creative testing process called The Outlier Method. Our goal is to find the ads, audiences, and landing pages that rise to the top above all the others and focus on scaling those wins to create a healthier, stronger account. In this method, great ad ops can only take accounts so far. To get ads over the finish line and into the “win” zone, high-volume creative testing is key.

The Magic of High-Volume Creative Testing

There is only so much account management and restructuring you can do to optimize an account—especially as Meta, TikTok, and Google take more control out of the hands of the marketer and deliver it unto the almighty algorithm. Gone are the days of being able to slap together a few rushed ideas, make a couple of tweaks in platform, et voila… your campaigns are humming along with a positive ROI.

If only it were still so simple.

The digital landscape is now more crowded than ever, and costs are constantly rising. In order to be successful, you’ll have to stand out from the crowd—and to do that, you need creative that connects with your audience and gets potential customers to convert.

This is why high-volume creative testing (i.e., launching many ads with new creative against your go-to top performers) is such a crucial part of a successful paid media strategy.

The Case of 2 Accounts

Below we’re going to lay out two types of accounts. One doesn’t test new creative regularly and the other does. Can you guess which one is healthy and hitting goals? Let’s find out.

Account #1:

Prioritizes “Scrambling” and “Account Optimizations”

Prioritizing ad ops only doesn't help CPAs over time

Priorities always given to daily and deep-dive account management
Creative briefs are always rushed. Copy no one would ever say out loud BDQs aren’t answered in videos or LPs. Turned in late or over the weekend.
Constantly wasting time on extra meetings and comms with the partner b/c the account hasn’t improved in since the start
Just treading water 🦆

Account #2:

Creative testing gets lower CPAs

Prioritizes the creative brief and creative reviews
Learns from each creative test
Invests now for a payoff in 2-3 weeks.

As we can see from above, the account that is regularly testing new creative, learning from those tests, and then continually building on the learnings will eventually reach its aggressive CPA goals. Whereas the account that relies purely on ad optimization is “treading water” and will have a hard time unlocking new wins to hit its goals.

At the end of the day, garbage in equals garbage out.

How it Works: Otter.ai Case Study

Let’s take a look at how this works—with a real example from one of our successful partners.

Otter.ai is an automated note-taking app that uses artificial intelligence and machine learning to help users boost productivity in meetings, lectures, dictation, and more.

Otter.ai came to Primer with the goal of growing their customer base and scaling ad spend while improving their cost per acquisition. By implementing an aggressive creative testing strategy, we were able to scale purchase volume by 60% while decreasing CPA by 13% over a 3 month period.

Otter.ai’s previous creative strategy used language and visuals common in the tech world. They were blending in where they needed to stand out. By testing large amounts of copy, visuals, and landing pages, we pushed creative boundaries to the edges of their brand guides to find new scroll-stopping ways of appealing to the customer.

We aggressively tested creative at high volumes and found outliers that resonated with the audience, including retro imaging, videos showcasing the software, and testimonial copy. After finding these outliers, we quickly scaled various combinations of winners to build a large stable of ads that could maintain a strong CAC while actively scaling spend.

The Thought Process

Like most data-driven ventures, we began with the tenets of the scientific method: We started with an educated hypothesis, then took what we learned from that test and built upon it — then repeated A LOT ‘til the cows came home.

Here are some of the insights we discovered in our tests and how we scaled them to hit Otter’s goals:

Pop-Art Images

Since we believed the isometric images so similar to other tech companies that were previously used in the account were blending into viewers’ feeds, we tried a new pop-art/retro style paired with copy we had previously seen perform well. This resulted in 3 quick wins. Based on these wins, we tried a similar art style with animals in an office environment and got even more wins. After that, we routinely included pop-art-style graphics into every creative brief and new test, looking to keep up performance momentum, even as we tried out new copy concepts.

Blue Backgrounds

In our pop-art image test, we noticed that of the 10 images in the creative sprint, the 3 winners all had a blue background. This led us to keep increasing the amount of images that had blue backgrounds every sprint. After doing so for a while, we deduced that blue outperformed all other colors and used it for the majority of ads.

Copy

Copy focused on “manual notes” and associated pain points had always worked well in the account, so we tested copy that was the inverse—what did Otter offer in relation to manual notes? Tapping into BDQs led us to unlock new key phrases like “boosting productivity” and “time-saving automated notes,” which consistently performed well—both in headlines and various body copy.

Quiz Landing Page

We communicated to the partner that we had seen a lot of success with quiz-style landing pages in other accounts. We built a new quiz page around the new imagery and messaging we had seen working in the ads. This landing page led to a 65% increase in conversion rate. (You can find more examples of Primer’s top performing landing pages here.)

Retargeting

Using all our learnings from top of funnel (TOF) prospecting advertising, we rebuilt Otter’s retargeting campaign with the addition of middle of funnel (MOF) messaging. This unlocked massive gains, reducing retargeting CPA by 43%.

Better Creative Testing for ANY Vertical

If you’re looking to make great improvements to your marketing campaigns, aggressive creative testing is one of the best ways to do that. Taking the time to optimize which imagery and messaging attracts your target customer will help drive purchase volume, lower acquisition costs, and scale your paid media in ways that would be nearly impossible to achieve otherwise.

If you’re looking for a guide on your paid media journey, consider our full-service marketing strategy, creative development, and account management solutions.

Find out how you can start hitting goals with our high-volume strategy in a growth consultation.

While many advertisers focus on graphics and design, high-quality copy can be the difference between run-of-the-mill performance and massive wins. In this post, we share top-performing 25+ ad copy templates you can apply to your ads and explore why they work, along with real examples from ads we’ve launched for our partners.

1. The Listicle

It works for Buzzfeed for a reason. Do you remember in high school English class when your teacher told you to “outline your essay in your intro”? Use the same technique when creating paid media ads. People love knowing what to expect and are more likely to engage when the introduction specifies what they’re getting, like starting out with a clear number — e.g., 10 reasons families love [Product Name].

Having the number explicitly stated also generates curiosity— Why 10 reasons? What is number 4? Number 10? Is each info I’ve been missing in my life?

Once people start reading, they may not want to leave: if they stop at number 4, e.g., they may always wonder what numbers 5 through 10 were.

Think of the listicle as a table of contents for what potential customers expect from your website. These should be the main points they pick up from your landing page or homepage. Think of answers to key buyer decision questions like:

What problem does your product solve?
What do customers feel after using your product?
Why should customers pick your product over another’s?
What, exactly, are you selling?

2. Start with a Killer Testimonial

Social proof is a huge validation for potential customers. Leverage it in your ads by starting off with a testimonial from a customer or press outlet that shouts, “this is amazing!”

When pulling testimonials, look for those that include your company’s Unique Selling Points. That way, instead of telling potential customers your USP (and risk having them think you’re just overselling your product), let them hear the USP from a real, happy customer!

3. The Award-Winner

To lend credibility to your business, start your copy with awards you’ve won or places you’ve been featured.

4. Solve Their Problem in One Sentence

Use the first sentence of your copy to succinctly and clearly call out customer problems and solutions. Everything after that (including a clear call to action) is just icing on the cake.

5. Emoji-Lover

Make your first-line copy quicker to read by demonstrating key points with emojis.

6. Multiple Choice

When you let your kid pick between, let’s say, McDonald’s and Wendy’s, they’ll feel like they had a say in their decisions and got what they wanted…even though you had already narrowed the choices for them. The same general principle applies to multiple choice copy. You get four great things out of it:

The scrolling thumbs stop to engage in the quiz or poll, or to offer comments.
Readers feel like they’re interacting with the copy by thinking about and choosing their answer.
Each answer shows off a value prop for your product, so that no matter what they choose, they like a benefit of your product.
In thinking about their decision, users are actively engaging with your value props and reflecting on what your product provides (even sometimes without knowing it). This analytical thought process helps your product stick in their minds more.

7. Capitalized Keyword Call-Outs

While you can’t set keywords in Facebook like you can in Google Ads, you can give the same feel by capitalizing important words that will stand out when users are scrolling.

8. Playful Hook

When you start out with interesting or playful copy, scrollers will want to read the rest of your post. It’s kind of like a good story: If you have a strong hook, they’re going to want to read on to see what happens.

9. Local Call-Out

Everybody loves feeling seen. If your brand offers local products, city-specific services, and anything geographic-specific, try calling out those residents in your copy. Seeing something that feels local is much more likely to stop their scrolling.

10. Bye, [Alternative] 👋

Bring a bit of irreverence and humor into your copy by waving goodbye to the alternative. With just a couple of words, you can clearly convey what you’re setting your business up as an alternative to.

11. Before You Try [Alternative]… Watch This

Most of us can recall Billy Mays’ energetic timber calling out “But wait! There’s more!” While social media ads generally need a little more finesse than that, you can get the same straightforward, powerful energy as Mays’ infomercials with this style of copy:

12. What Makes Ours The Best?

Channel a movie high school speech and utilize rhetorical questions to get potential customers thinking about value props in an organic way. These could take various forms, but one of our favorites is…

What makes [the product type] the best?

Bonus points if you use any of these (also great) ad copy variations:

Hate [the worse alternative]?
- Try this! Hate going to the doctor? Watch this!
Thinking about trying [product type]?
- Thinking about trying fresh pet food?
Thinking about [the worse alternative]?
- Thinking about doing your taxes by hand?
Still [the worse alternative to the product]?
- Watch this: Still wasting time on drug store errands? Watch this:
Are you [accomplishing the goal optimally]?
- Are you using the right protein powder for your body?

13. “Value prop” is our middle name

It’s fun and playful and gets straight to the heart of why people should become your customer.

14. Lead with Your Discount

Marketers know that a good discount can actually make a company more money in the long-run. If you have a strong discount, put it in your copy to entice people into trying your product.

You can re-frame evergreen offers as “holiday specials” for key times of the year where ad auction competition increases — like Black Friday, Christmas, and Valentine’s Day.

15. Call your brand/service a “secret” in the first line

FOMO is a strong purchase-driver. You may already know that word of mouth sells. Branding your product as “a secret” taps into the same desire to buy what other people value. The element of gaining secret knowledge that only some people have adds to the feeling of exclusivity.

Potential customers want to fit in with the taste makers who already like your product. But they want to stand out as special — having unique knowledge and being an early adopter of what’s cool.

16. Holiday/Seasonal Call-Out

Mentioning the season or holiday around the time you’re running your ad helps it feel new and timely. For major gifting holidays, like Christmas, mentioning that your product suits the holiday can also relieve potential customer’s stress: you know exactly what they’re going through and have the solution — why yes, your wife would love this as a gift.

17. So Punny

What can we say? People love puns. They also groan at them. They love to groan at them. No matter what, puns stick in people’s brains. And when they pop up again in customer’s thoughts, it’ll be a free reminder of your product.

18. Retargeting Call-Outs

If you’re running retargeting/remarketing ads, be sure to include some retargeting-specific copy. It can make customers feel more understood when they see your ads.

Instead of focusing on introducing customers to what your product is, use your retargeting copy to offer additional value about your brand. Speaking to their decision process can also make customers feel seen, which can make them feel closer to your company and more likely to hit “buy”.

19. “Almost Sold Out”

Create a sense of urgency by referencing countdown deals, limited-time offers, and almost-sold-out stock.

20. Define Something Industry-Wide

Help offer value to your customers by giving them knowledge they didn’t have before. This will help establish you as a credible source of both information and solutions.

21. How it Works

Tell your potential customers explicitly how your service or product works to help them feel more confident in your company. Services, subscriptions, and SaaS would particularly benefit from this style of copy.

22. Humor

Not only does humor help improve people’s opinions about your brand, but it can also get more reactions (be prepared for your post to be covered in the crying-while-laughing emoji). And more reactions generally means increased exposure for your company — be it through people sharing to their feeds, word-of-mouth discussions about your ad, or people following your company’s page for more content.

23. Meme Speak

A great variation on humor, if you need a place to start, is by looking at trending memes. Replicate what’s popular on text-heavy sites like Twitter, Reddit, and Tumblr but find a way to tie it into your product.

24. Value Prop Equation

This ad copy template offers an easy and simple way to convey the benefits of your product by breaking it down to its useful components. These short and sweet equations can show the user what your product is, how it differs from the competition, and why it brings value to the user.

25. Facts & Stats

Nothing says “industry expert” more than backing up your claims with data. Pull potential customers in with real facts that match up with your product.

This is particularly useful for beauty, health and wellness, and medical brands.

Ready to Write Performance-Fueling Ads?

There you have it — 25+ ad copy templates that really worked for our partners. Make sure to test out your copy using our Outlier Method.

If you’re looking for a team that can generate fantastic copy for your ads, Primer can help. Our wide range of partners means we see what works in many different verticals, placements, platforms, and audiences. We bring that knowledge (backed by extensive data and proven success) to every account we service.

Find out how you can start hitting goals with our high-volume strategy with a growth consultation.