At Inceptly we’ve managed over $250 million in ad spend for Direct Response advertisers across YouTube, Google, TikTok, Meta, and more.
Today we’re pulling back the curtains on 3 great products we at Inceptly have had the privilege to scale on YouTube.
You’ll discover the lessons we learned through our digital advertising strategies, creating and running these ads, from $3.8 million in ad spend to 55 million+ views and more. Stick around for actionable tips to create high-converting ads that scale your offer into infinity and beyond.
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Let’s kick things off with this absolute powerhouse:
1) Doodly
Doodly has been one of the top-selling end-user creative SaaS in the past 5 years. On YouTube, we maintained an average scale of $50k/day for 12 months (starting from zero) thanks to rigorous creative testing. This led to ClickFunnels eventually buying the business.
💻 The breakdown: What we learned from this ad:
🎁 Leading with the price works
The ad immediately highlights the value proposition – “For just $67, you can make as many videos as you want.” Starting with a clear, attractive offer grabs attention and appeals to the target audience seeking an affordable and straightforward video creation solution.
🤝🏻 Transparancy builds trust
The ad takes a refreshingly upfront approach, establishing right away that it is an advertisement with a product and price. People appreciate this direct, no-nonsense style and transparency. Being candid that it’s an ad with a product/price rather than trying to deceive builds trust.
🎯 Speak to the audience
By stating users “never need to pick up a camera or use any fancy editing software,” the ad emphasizes ease of use and accessibility. This appeals to a wide target audience, including those less tech-savvy who may feel intimidated by video production.
🗣 Use actionable language
The direct language like “you drag, you drop…” simplifies the process in the viewers’ minds. It makes creating videos seem not only easy but quick to accomplish, which is a significant selling point.
⌛️ Show time savings
Mentioning that it’ll take “just a few minutes” addresses one of the major concerns for anyone involved in content creation—time. This suggests that Doodly is not only easy to use but also efficient, catering to professionals and amateurs who value their time.
🤝 Add credibility
The transition to “So let’s hear from the doodly creator Brad” adds a personal touch and credibility to the ad. It implies that there is a real person behind the product who is confident enough in its capabilities to personally endorse it. This can significantly boost trust and interest among potential buyers.
🔍 Tease benefits
Teasing additional ease-of-use info maintains engagement by tempting viewers to keep watching to learn more.
⏰ Introduce urgency
Ending with “Why you should grab this offer right now” creates a sense of urgency. It prompts the audience to act quickly to take advantage of the offer, leveraging the fear of missing out (FOMO) on a good deal.
🎥 Demonstrate with video
The explainer video showcases the product in action, reinforcing an understanding of its capabilities, benefits, and ease of use.
Not forgetting its ability to capture… And keep attention. Seeing is believing.
Applying the formula: Tactics that work
✅ Hook viewers in the first 10 seconds. Share 2-3 sentences about the product – what it does, why it’s unique, and anchor the price upfront before offering a discount later. Get to the point quickly.
✅ “Show don’t tell” – demonstrate the product’s value visually.
✅ Be conscious of user experience. Avoid deceiving – be transparent.
2) Amerisleep
Amerisleep is one of the top DTC + Retail mattress companies in the USA, with a solid online presence and retail stores in several US states. Before we started working together they had only spent 3k a month on YouTube, but with our help, we got them to nearly $500k/month in profitable spend, thanks to high-performing video combined with media buying & tracking strategies.
🛏️ The breakdown: What we learned from this ad
🚨 Leverage FOMO to create urgency
Introducing the concept that what was once an upgrade is now outdated effectively creates a sense of urgency and the fear of missing out, compelling consumers to learn more about the latest innovations.
🏆 Highlight superior solutions
Directly addressing the limitations of current solutions before introducing our innovative product showcases its superiority, effectively positioning it as a must-have for consumers seeking the best in the market.
🎯 Directly addressing consumer pain points
Focusing on specific issues that consumers face with current products, such as heat retention and discomfort, and presenting our product as the solution, resonates well with the target audience, making the benefits of our product immediately clear and desirable.
✨ Creating desirability through exclusivity and positive assurance
The strategy of suggesting that once consumers try our product, they won’t want to go back, builds exclusivity and trust around the product’s unique benefits, enhancing its appeal.
💬 Utilizing simple, relatable language
Communicating in a clear, straightforward manner effectively bridges the gap between complex product features and consumer understanding, making the product’s advantages accessible to a broader audience.
🌱 Appealing to eco-friendliness and nation pride
Emphasizing the eco-friendly attributes of our product and its American manufacturing roots taps into growing consumer trends towards sustainability and patriotism, increasing the product’s attractiveness to those values.
🔍 Offering specific solutions for targeted needs
Addressing the needs of particular consumer groups, such as hot sleepers and individuals over a certain weight, demonstrates an understanding of and commitment to solving real-world problems, enhancing perceived value.
🛡️ Building trust through recognized authority
Positioning our product as “America’s Most Trusted Mattress” leverages the power of social proof and trust, indicating widespread acceptance and approval, which significantly influences consumer decision-making.
Applying the formula: Tactics that work
✅ Frame competitors as outdated to position your product as the superior, must-have option, creating urgency and positioning your product as a status symbol.
✅ Understand and address customer pain points directly, offering your product as the clear solution.
✅ Utilize persuasive language to highlight the quality and trustworthiness of your product, e.g., “America’s most trusted mattress.”
✅ Leverage emotional triggers and social proof to build trust and demonstrate the product’s value through testimonials and reviews.
3) Stealth
Unique e-comm products do amazing with video advertising on YouTube. Here’s one from Stealth that we were able to scale to a consistent $15k+ per day in profitable YouTube ad spend. Let’s take a look at one of the winning creatives…
🏋️ The breakdown: What we learned from this ad
🎯 Directly speak to your audiences’s struggles
The ad effectively targets those who find exercise challenging, boring, or are time-poor, by addressing these specific concerns. This makes the audience feel understood and opens them up to the solution being presented.
⏱️ Offer a quick, easy solution
Mentioning that only three minutes are needed plays into the desire for fast and effortless results. It’s a powerful way to appeal to people’s inclination toward convenience and simplicity.
🚀 Create a sense of urgency and FOMO
The ad suggests that trying the product will eliminate the dread of working out, positioning it as a must-have solution. This leverages the fear of missing out on an easy and effective way to get fit.
💪 Show the product in action
Demonstrating the product visually enhances credibility and helps potential customers visualize the benefits, boosting social proof.
🔍 Highlight key pain point
The ad addresses common frustrations such as wasted gym memberships and the struggle to find time for workouts, positioning the product as the perfect solution to these issues.
🌟 Use social proof and credibility
Mentioning features in reputable publications like Men’s Health and Women’s Health adds credibility and trust, reinforcing the product’s effectiveness.
💰 Emphasize cost-effectiveness
Comparing the one-time cost of the product to ongoing gym memberships frames the product as a smart, economical choice.
🕺 Make exercise enjoyable
The ad promotes the idea that exercise can be fun, especially with a product designed to make routine workouts like planks more engaging.
Applying the formula: Tactics that work
✅ Identify and address pain points: Start by highlighting the main challenges faced by your target audience. Promise a better, faster, and more affordable solution with your product, positioning it as the best option on the market for achieving their goals, such as obtaining a desirable physique more efficiently.
✅ Establish credibility immediately: Support your claims with solid social proof, scientific evidence, and other forms of credibility to build trust and reassure potential customers of the effectiveness and value of your product.
✅ Present an irresistible offer: Follow up with an offer that clearly outlines the simplicity, speed, and cost-effectiveness of your solution in fulfilling their wants and needs. Emphasize the unique benefits they can gain within a short time frame exclusively through your product.
✅ Inclusivity of use: Make it clear that your product is designed for everyone, regardless of age, experience, or any other factors that might be seen as barriers, ensuring users can achieve their desired results with ease.
✅ Reinforce the value of your offer: Circle back to the offer to emphasize its exceptional value. Add urgency and a specific time frame to prompt immediate action, applying pressure in a way that motivates a quick response.
✅ Highlight product superiority: Compare your product directly with common alternatives, such as traditional gym memberships, to showcase its superior value. For instance, illustrate how investing $100 for lifetime access to your solution is more economical and beneficial than spending $50 monthly on unused gym memberships.
✅ Address objections and back-up claims: Anticipate and counter any potential objections with clear, concise arguments and evidence. Adopt a “show, don’t tell” approach to demonstrate the practical benefits and effectiveness of your product, ensuring every claim is supported by proof.
By applying these tried and tested strategies you can create ads that capture attention and convert viewers into customers.
These principles, derived from some of Inceptly’s successful ad campaigns, provide a robust framework for developing effective direct-response advertising strategies.
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Holly Preston, Lead Copywriter
Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly.
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