Static images beat video for lead-gen by $6 CPL
B2B SaaS, 38d, $48k spend, lead campaigns, same offer.
Conventional wisdom says video wins. Here it didn't.
CPL (cost per lead):
— Video ads: $28
— Static (single-image with a clear stat headline): $22 ▼$6
Video had a higher CTR (1.9% vs 1.4%) but a worse form-completion rate — clicks were curiosity, not intent. Static pre-qualified harder by stating the offer up front.
Read: high CTR isn't the goal. For lead-gen, measure cost per qualified form, not cost per click.
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Static images beat video for lead-gen by $6 CPL
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