<b>Static beats video on cost-per-purchase at the bottom of the funnel</b>

<b>Static beats video on cost-per-purchase at the bottom of the funnel</b>
Across 28 accounts, split by funnel stage, 90d.
— Prospecting (cold): video CPA $36 vs static $44 — video wins
— Retargeting (warm): static CPA $19 vs video $24 — static wins
— Catalog/DPA at the bottom: static wins by ~20%
Cold buyers need the story video tells; warm buyers need the product and the price, fast.
Read: stop forcing video everywhere. Story for cold, product-and-price static for warm — the funnel stage picks the format, not your editor.