I noticed something across a few client accounts. We ran beautifully designed studio graphics, perfect lighting, brand fonts, high production value against shakier, user-generated style videos shot on an iPhone and other simple ads designed on Apple Notes.

The results were shocking. The "ugly" ads didn't just win; they crushed the studio ads on CPA (Cost Per Acquisition) by nearly 40%.

In a feed full of polished content, raw authenticity is what stops the scroll.

🚫 The "Banner Blindness" Effect: Why Does This Happen?

We've trained our brains to ignore ads. When you're scrolling through Instagram or TikTok, your brain is looking for content (friends, entertainment, news) and filtering out interruptions (ads).

• Studio Ads: Look like ads. They're polished, perfect, and scream "I'm trying to sell you something." Your brain filters them out automatically.
• Ugly Ads: Look like content. They look like something your friend posted. They bypass the mental filter because they feel native to the platform.

The moment your ad looks like a commercial, you've lost the battle for attention.

🤝 The Trust Factor

There's a psychological shift happening. We no longer trust "Brand Perfection." We trust "User Reality."

When we see a perfectly lit product shot, we assume it's fake. But when we see a shaky video of someone holding the product in their messy kitchen, or a screenshot of an iPhone Note listing the benefits (like the "Magic Mind" example), it feels real.

"Ugly" signals honesty. It implies that the product is good enough that it doesn't need fancy wrappers to sell it.

🛠 How to Make "Ugly" Ads (That Convert)

Don't mistake "ugly" for "lazy." There's a strategy to this.

1. Use Native Fonts

Stop using your fancy brand typography. Use the Instagram Story fonts or the standard iPhone Notes font. It makes the ad feel like it belongs in the app.

2. Ditch the Studio

Shoot on your phone. Natural lighting (standing in front of a window) often performs better than a $5,000 lighting rig.

3. The "Notes App" Ad

Take a screenshot of the Apple Notes app. Write 5 bullet points about why your product solves a problem. Run that as a static image. (It works shockingly well).

4. Green Screen

Use the "Green Screen" effect to talk over a website scroll or a news article. It mimics the behavior of creators, not brands.

💰 The Takeaway: Save Your Production Budget

You don't need a videographer. You need a better angle.

Next time you're about to spend $2,000 on a photoshoot, try spending 20 minutes with your iPhone first. Write the benefits on a sticky note, stick it to the product, and take a photo.

Test the "Ugly" against the "Beautiful." Let the data decide, not your aesthetic preference.

📰 The News

TikTok push for longer videos vs reality

TikTok is encouraging creators to post longer, horizontal videos to compete with YouTube. But don't abandon short-form ads yet. The data still shows that for direct response, punchy, vertical video under 30 seconds holds attention best in the feed environment. Read the full story here

💡 The Tip

Run the "iPhone vs Studio" test.

Take your best performing angle and shoot two versions. One highly produced, one raw and shot on a phone. Run them head to head in the same ad set. The market will tell you what it prefers faster than any creative director can.

🎁 The Freebie

I've put together a swipe file of 10 "ugly" ad concepts that are crushing it right now across different industries.

Cheers,
Michael from How We Convert 🤓