Video-led advertising for a $340 vacuum: conversion up 45%

A $340 purchase is researched, not impulse-bought. The shopper wants to see suction on real debris, hear the noise level, understand how the head moves under furniture — and the brand's advertising offered a studio photo on a white background.

Competitors with in-house studios had been running video for two years. The gap showed up as a conversion rate two points below category on exactly the traffic the brand was paying most for, which in turn kept ACoS at 37% and capped how far the account could scale.

We produced the demonstration the category expects and put it where the decision happens.

• Three short demonstration videos — debris pickup, under-furniture reach, and the empty-and-clean routine, each answering one objection.
• Sponsored Brands Video on the head terms, where a static ad was previously competing against moving ones.
• Video in the image stack too, since half the decision happens on the detail page after the click.
• A+ restructured around the same three proofs, so the page repeats the ad's argument instead of changing the subject.

Conversion on paid traffic rose from 4.9% to 7.1% — +45% — and revenue grew 43% to $307k a month.

ACoS fell eleven points as a direct consequence: the same click now closes far more often, which is the only lever that improves efficiency and volume at the same time. Video took 46% of spend within six months because every test against static placements favored it.