How to Do Before and After Ads (and Why They Work)

Ever scrolled past an ad and stopped because the transformation was just too good to ignore? That’s the power of before and after ads.  

They tap into our deepest desires for improvement, whether it’s losing weight, fixing skin problems, upgrading a home, or even optimizing business results. 

Before and after ads work because they trigger curiosity, create contrast, and show undeniable proof of a product’s effectiveness.  

But...not all before and after ads are approved, and some fail miserably. 

This guide will show you how to create before and after ads that get approved, convert like crazy, and make your product the clear choice - without getting flagged by Facebook or other ad platforms. 

Why Before and After Ads Work 

Before we dive into the ‘how,’ let’s break down why these ads work so well:

• ✅ Instant Proof: People trust what they can see. A transformation validates the effectiveness of a product.

• ✅ Emotional Pull: Whether it's the pain of the 'before' or the joy of the 'after,' emotions drive action.

• ✅ Curiosity Factor: The brain needs to know how the change happened, which keeps people engaged.

• ✅ FOMO (Fear of Missing Out): Seeing real results makes people feel like they’re missing out if they don’t act.

That’s why industries like fitness, beauty, home improvement, and tech services thrive on before and after advertising. Now, let’s make sure your ads do the same.

How to Create a High-Performing Before and After Ad

1. Choose the Right Visuals 

Your image or video should tell the story in an instant. Here’s what works best:

• ✅ Clear Contrast – The difference between ‘before’ and ‘after’ should be obvious at first glance.

• ✅ Consistent Background & Lighting – Makes the transformation more credible.

• ✅ Focus on the Subject – Whether it’s a face, body, room, or product, keep the main focus clear.

❌ What to Avoid: Over-the-top filters, fake results, or misleading edits. Platforms like Facebook will ban deceptive transformations instantly. 

2. Make Sure Your Copy Sells the Story 

Your text needs to match the power of your visuals. Try these formulas:

1. Pain-Driven Hook:

"Struggling with [pain point]? Here’s how we fixed it."

2. Curiosity Hook:

"This small change made ALL the difference."

3. Urgency Hook:

"What if you could see results like this in [timeframe]?"

👉 Pro Tip: Instead of saying “Before & After,” use alternatives like:

"Then vs. Now"

"From This… To This!"

"The Transformation"

This can help bypass ad restrictions while keeping the impact.

3. Know What Industries Benefit the Most 

Here’s a quick breakdown of industries that dominate with before and after ads: 

4. Follow Facebook Ad Policies to Avoid Rejection 

Facebook is picky about before and after ads. Here’s how to keep your ad running smoothly: 

❌ No exaggerated claims – Avoid “miracle results” like “Lose 20 lbs in a week.”  

❌ No extreme close-ups – Facebook hates zoomed-in ‘before’ images that highlight flaws.  

❌ No direct insults – Instead of “Got bad skin? Fix it now,” say “Here’s how [X product] helped clear skin.” 

👉 Workaround Tip: Use user-generated content (UGC) or customer testimonials to naturally tell the transformation story. 

5. A/B Test for Best Results 

Not all before and after ads will hit the mark on the first try. Use A/B testing to find out what works best: 

What to Test: 

• Different ‘before’ images 

• Headline variations 

• Ad copy length 

• Call-to-action (CTA) placement 

• Video vs. Static Image 

👉 Pro Tip: Use tools like Facebook Ads Manager or Google Optimize to analyze performance and tweak for higher conversions. 

6. Best Practices for Video Before and After Ads 

Video is king right now, and before and after transformations shine in motion. Here’s how to nail it: 

🎬 Use time-lapse or progress tracking to document the change over time.  

🎬 Include voiceover or captions to explain the transformation.  

🎬 Keep it short (5-15 seconds) for maximum engagement. 

Alternatives to "Before and After" Phrasing 

Some platforms limit ‘before and after’ language. Try these creative alternatives: 

💡 “The Results Speak for Themselves”  

💡 “See the Difference”  

💡 “The Transformation Story” 

These can help keep engagement high while staying compliant. 

How to Measure Success 

Once your ad is live, track these key performance indicators (KPIs): 

📊 Click-Through Rate (CTR) – Are people stopping and clicking?  

📊 Conversion Rate – Are they taking action after clicking?  

📊 Engagement Rate – Are they commenting, sharing, reacting?  

📊 Cost Per Acquisition (CPA) – How much are you paying per sale or lead? 

Use Facebook Pixel and Google Analytics to measure which version of your before and after ad drives the best ROI. 

Conclusion 

Before and after ads work because they make results feel real and achievable, but only if they’re done right. 

🟢 Use clear and compelling visuals  

🟢 Craft engaging and compliant copy  

🟢 Follow ad platform rules to avoid rejections  

🟢 Test & optimize to maximize conversions