Video Ads vs. Static Ads: Which Perform Better for Small Business Promotions?
By REESE PARSON
Director of Client Impact, Larison Media
As a small business owner, you want your advertising budget to work as hard as you do. But when it comes to digital ads, one question always comes up:
👉 Are video ads really better than static image ads?
The truth is, both can be effective, depending on your goals, audience, and message. But they don’t perform the same way, and understanding the difference can help you make smarter marketing decisions.
Static Ads: Reliable and Cost-Effective
What they are:
Static ads are single-image posts or banners that appear on platforms like Facebook, Instagram, or Google Display.
Why they’re effective:
Simple to create and quick to launch.
Work well for discounts, new product announcements, or reminders
Typically have a lower cost-per-click (CPC) compared to video ads
What to watch out for:
Lower engagement and interaction rates
Less storytelling power
Easier for audiences to scroll past
Static ads are great for campaigns focused on short-term offers or when you need affordable, consistent visibility.
Video Ads: Attention and Trust Builders
What they are:
Short video clips, often between 10 and 30 seconds, are designed to capture attention quickly.
Why they perform well:
Viewers retain most of the message when it’s delivered through video as opposed to text
Videos get higher engagement rates on most platforms
They humanize your brand by showing real people and real results
Challenges to consider:
They take longer to produce and edit
Production quality matters; poor lighting or sound can hurt credibility
They require ongoing testing to find what works
Video ads shine when your goal is to build brand awareness, trust, and emotional connection with your audience.
The Best Strategy for Small Businesses
Don’t think of it as video vs. static.
Think video + static.
Use video ads to capture attention and tell your story. Then, retarget those viewers with static image ads that drive the sale, booking, or contact form submission.
That’s the formula that consistently balances reach, cost, and results.
Key Takeaways
Start with static ads if your budget is limited or you’re testing offers.
Layer in video ads to boost engagement and brand trust.
Measure cost per customer, not just clicks or views.
Keep videos short (under 30 seconds) and authentic; you don’t need a studio setup.
Both ad types work. The difference comes down to what you’re trying to accomplish and how well you track results.
When in doubt, start small, test both, and let your data tell the story.
