One line of text on the ad. Half the cost per click.
Aaron Taos's stream campaign for You Won't was underperforming until he added one question to the muted ad creative. The change halved his cost per click and cost per view, doubling the efficiency of the spend.
50%
Lower cost per click after the change
50%
Lower cost per view after the change
The setup
Aaron Taos knew his single You Won't was a hit, but the Increase Music Streams campaign promoting it was not performing like one. Instead of raising the budget, he went looking for what the ad itself was doing wrong.
The play
The diagnosis came from Symphony's ad content guidance: his ad had no text, and most people scroll with the sound off. A muted ad with no words is a mystery, and nobody clicks a mystery.
He added one line to the creative, a question aimed straight at his audience: do you like bands like The 1975, Tame Impala, and Arctic Monkeys? Viewers who would love the song now knew it in the first second, sound on or off.
The results
Cost per click and cost per view were both cut in half, doubling the efficiency of the same budget. Engagement and conversions rose with it. The campaign did not need more money. It needed one sentence.
Where this playbook lives now
Simmy and Maude run this play today.
Today Simmy and Maude catch this before it costs a month of spend. Maude flags the underperforming campaign and points at the creative, not the budget. Simmy rewrites the ad for the muted scroll, ships the variant, and confirms the cost curve drops.
Source: original case study, figures as published.
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