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Same, Offer, Same Audience... But No $$$?
Here’s why (and how to adapt without losing conversions).
Kody Nordquist
July 31, 2025
Welcome back to the 138th edition of Nord Media
The Algorithmic Engagement Shift: Why Your High-CTR Ads Are Getting Crushed
For years, click-through rate was king.
If your ad had a strong hook and a clear CTA, you were golden.
Meta would reward it with cheaper impressions and a longer shelf life. You'd scale it, print cash, and repeat the cycle.
But in 2025, that formula has quietly broken.
The brands that used to crush it with direct-response creative are watching performance slip.
Same format. Same offer. Same audience.
But suddenly, results don’t match up.
What changed?
In this email, I’ll break down:
Why CTR-first creative is falling flat
How Meta’s new algorithm actually works
The creative formats that are outperforming in 2025
A step-by-step pivot to rebuild your strategy for scale
Let’s dive in:
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Why High-CTR Ads Aren’t Enough Anymore
We’ve seen it firsthand.
Campaigns that used to scale fast were crisp, conversion-focused videos with strong product intros - but are now getting outranked by lo-fi content that looks like it was shot on an iPhone.
When you break it down, it makes sense.
Clicks are a short-term signal. They show interest in the moment, but they don’t tell the full story.
Meta’s machine learning models are now tuned to predict deeper value.
And the signals they use to do that?
How long someone watches
Whether they share it with a friend
If they leave a comment
Whether they save the post to come back later
Creative that generates those signals are getting prioritized in the auction even if it doesn’t lead to an immediate click.
So if you’re still optimizing for CTR alone, you’re likely seeing higher costs, slower scale, and inconsistent results.
How the Creative Game Has Changed
Polished, product-first creative used to be the gold standard.
But in today’s feed, it often looks too much like… an ad.
The creative that’s working now feels like content your friends would send you.
It’s human, it’s casual, and it doesn't scream "buy now."
We’re seeing the same shift on our side, with better results from:
Customer-generated videos and employee demos
Day-in-the-life storytelling from actual users
Lo-fi creator content with humor, personality, and imperfections
This style of content doesn’t just drive attention. It builds familiarity. It makes people lean in instead of scrolling past.
What to Prioritize in Your Creative Strategy Now
If your current creative playbook doesn’t have a focus on this style, it might be time to rebuild it with these principles in mind:
Start with a person, not a product
Show someone interacting with the product. Use real voices. Focus on the experience, not the features.
Prompt engagement organically
Frame your ad around stories or questions that naturally invite people to comment or tag a friend. Think “This is how I solved X” or “You won’t believe this part.”
Use formats that blend into the feed
Vertical video, native captions, unpolished edits. Anything that feels less like a commercial and more like something you'd see from a creator.
Highlight value visually
Show transformation, before/after moments, or quick product benefits in action. These hold attention and increase save/share potential.
Create with social signals in mind
Build ads that people want to return to or pass along. Not just click once and forget.
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Final Thoughts
With Meta’s new priorities, the brands that adapt are the ones that will stay competitive.
Not by chasing trends, but by creating content that earns interaction and builds trust.
If your ad strategy feels stuck, look at your top-performing creative.
Is it driving conversation? Does it feel human? Would you share it?
Those are the signals that matter now.
Struggling to grow? My team and I can help.
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HOW??
We Use Strategies and Systems that Produce Consistent Results.
We currently work with a small handful of brands from early-stage DTC startups to global brands scale smarter, grow faster and get profitable. Whether your goal rapid growth, consistency at scale or just to be profitable again, we've built systems and strategies to achieve that for hundreds of brands over the years.
The results? You get reliable and consistent growth without sacrificing your profitability.
Sound interesting and worth a conversation? Book a call
Want to learn more? Connect with me on social 👇
Follow me & Connect
Thank you for reading! I appreciate you.
Sincerely,
Kody