🔄 How to Turn Your Before & After Ads From Good to Great

Meta reports that 56% of ad success comes down to the creative itself. A solid “before & after” ad grabs attention—but a great one builds trust and drives action. Here’s how to level yours up.

📚 Case Study: Curtice Brothers Ketchup

Goal: Prove their ketchup can make “not ok food” taste “ok.”
What they did:

1. Find real unhappy customers

   • Scanned TripAdvisor for Berlin’s lowest-rated restaurant

   • Screenshot poor reviews (1–2 stars) to show real pain

2. Send your product

   • Gave the restaurant free Curtice Brothers ketchup on every table

3. Watch the change

   • Tracked new reviews: “nice” rose 2.3× more often

   • Saw a 17% bump in sales

🔑 Why It Worked

1. Realistic Improvement

   • Reviews climbed from “worst” to “nice,” not “perfect.”

2. Full Transparency

   • Showed how they picked the restaurant and swapped the ketchup.

3. Third-Party Proof

   • Used public TripAdvisor ratings—proof no one could edit.

🚀 5 Steps to Great Before & After Ads

1. Find Genuine Complaints

   • Look on TikTok, Reddit, Google Reviews for people unhappy with a product.

2. Capture Their Words

   • Screenshot their comments or ratings to show real feedback.

3. Offer Your Solution

   • Send your product free. Let them try it without risk.

4. Gather New Reviews

   • Ask them to post an updated rating or comment.

5. Share the Story

   • Use before & after screenshots in your ads, emails, and web copy.

Tip: Keep the “after” realistic—a 2-star bump feels true, while jumping to 5 stars can look staged.

📈 Your Action Plan

1. This Week: Pick one angry review about a rival product.

2. Next Week: Send your product and collect new feedback.

3. Week 3: Build a short “before & after” video or image carousel.

4. Launch: A/B test it against a standard ad and watch your conversion rate climb.