The Best Ad Creatives for eCommerce: Video, Carousel, or Static Images?

Choosing the right ad creative can make or break an eCommerce campaign. With so many brands competing for attention, selecting the best format—whether video ads, carousel ads, or static image ads—is crucial for maximizing engagement and conversions.

Each creative type has its strengths and works best in different scenarios. Understanding when to use video, carousel, or static images can help eCommerce brands optimize their Meta and Google Ads campaigns for better performance and return on ad spend (ROAS).

1. Video Ads: Capturing Attention and Driving Engagement With Ad Creatives

Video ads are one of the most effective ways to engage potential customers. With platforms like Instagram Reels, Facebook Stories, and YouTube, video content is now a dominant force in digital advertising.

Why Video Ads Work for eCommerce

• Highly Engaging – Movement naturally catches the eye, making users stop scrolling.
• Showcases Product Benefits – Demonstrates features, use cases, and value in seconds.
• Great for Storytelling – Brands can connect emotionally with consumers through narrative-driven content.
• Boosts Conversions – According to research, videos can increase purchase intent by up to 85%.

Best Use Cases for Video Ads Creatives

• Explainer Videos – Show how the product works in real life.
• Unboxing and Reviews – Builds trust and social proof.
• Lifestyle and How-To Videos – Demonstrates how the product fits into a consumer’s daily routine.
• Before and After Comparisons – Perfect for beauty, fitness, and home improvement brands.

Best Practices for Video Ads

• Keep it short and engaging (6–15 seconds for Reels and Stories, under 30 seconds for feed ads).
• Use captions and text overlays for users who watch without sound.
• Highlight the product in the first 3 seconds to hook viewers immediately.
• Include a clear call-to-action (CTA) like “Shop Now” or “Learn More.”

When to Use Video Ads:
If the goal is brand awareness, engagement, or explaining product value, video ads perform exceptionally well. They are ideal for high-ticket or complex products that require more customer education.

2. Carousel Ads: Showcasing Multiple Products or Features

Carousel ads allow brands to display multiple images or videos within a single ad unit. Users can swipe through the slides, making it an interactive ad format that keeps engagement high.

Why Carousel Ad Creatives Work for eCommerce

• Multiple Products in One Ad – Showcases a collection of products, ideal for promotions.
• Step-by-Step Storytelling – Guides users through product benefits or brand messaging.
• Drives Higher Engagement – Users interact more by swiping through images or videos.
• Encourages Exploration – Each carousel card can lead to a different landing page, helping users find the most relevant product.

Best Use Cases for Carousel Ad Creatives

• Product Collections – Clothing, beauty, or home decor brands can showcase multiple items in one ad.
• Step-by-Step Tutorials – A fitness brand could show a workout routine using different slides.
• Feature Highlighting – A tech company can explain different product features slide by slide.
• Before and After Showcases – Great for industries like skincare or home improvement.

Best Practices for Carousel Ad Creatives

• Use high-quality images that align with each other visually.
• Tell a cohesive story rather than just showing random products.
• Keep text short and readable for easy swiping.
• Ensure each card has a relevant CTA leading to the right landing page.

When to Use Carousel Ads:
If the goal is to showcase multiple products, highlight product features, or tell a step-by-step story, carousel ads are highly effective. They work best for brands with multiple SKUs or eCommerce stores running product bundle promotions.

3. Static Image Ads: Simple, Clear, and Direct

Static image ads are the most straightforward ad format. While they may seem less engaging than video or carousel ads, they can still drive high conversions when executed correctly.

Why Static Image Ad Creatives Work for eCommerce

• Quick and Easy to Understand – Users instantly see the product and offer.
• Cost-Effective – Requires fewer resources compared to video production.
• Fast to Create and Test – Ideal for A/B testing different visuals and messaging.
• Works Well for Retargeting – Keeps brand recall strong without overwhelming users.

Best Use Cases for Static Image Ad Creatives

• Flash Sales and Promotions – Highlights discounts and limited-time offers.
• Minimalist Branding – Clean images with bold CTAs work well for luxury brands.
• Single Product Showcases – Best for hero products or new releases.
• Retargeting Campaigns – Reminds users of products they previously viewed.

Best Practices for Static Image Ads

• Use bold, high-contrast colors to grab attention.
• Keep text minimal—let the image do most of the talking.
• Highlight discounts or unique selling points clearly.
• Include a strong CTA (e.g., “Shop Now,” “Limited Time Offer”).

When to Use Static Image Ads:
If the goal is to drive direct sales, promote discounts, or retarget past visitors, static images are effective. They work well for budget-conscious brands that need quick and scalable ad creatives.

Which Ad Format is Best?

Each ad format serves a unique purpose. The best strategy often involves using a mix of video, carousel, and static image ads to maximize reach and engagement.

Final Thoughts

Choosing the right ad creative depends on your campaign goals and audience behavior. Video ads are ideal for building awareness and engagement, carousel ads work best for showcasing multiple products or telling a story, and static images are perfect for quick promotions and retargeting.

For the highest ROI, eCommerce brands should test all three ad formats and optimize based on performance data. A well-rounded strategy incorporating video, carousel, and static image ads will ensure a strong, effective ad campaign that reaches potential customers at different stages of the buying journey.