Most B2B ads show a product, list features, and end with a generic CTA. The result: high CPL, weak SQL rate, and a sales team complaining about lead quality. Here are the angles that change those metrics.
“Selling inaction as costly converts better than selling your product.”
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Angle 2: the founder POV
A 60- to 90-second video where the founder explains why they built the product almost always beats polished production. Vulnerability and conviction show. Bonus: these creatives last 3 to 5× longer before fatigue.
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Angles 3, 4, 5: proof, comparison, pain point
Specific social proof ('How X cut their CPL by 3x in 60 days'), direct comparison with the incumbent, and a pain-point angle that names the exact discomfort ('You're losing X hours a week on Y'). The three combined drive 60 to 70% of SQL volume across our B2B clients.