6 paid-ad results, each credited and linked to the source.
All 151 UGC ad results in this hub report an improvement, and among the 49 that state a percentage cut in a cost metric (CPA, CPI, CPL or CAC), the median cut is 35%.
Most of them come from TikTok (90) or Meta (60).
Treat the numbers with care: 96 of the 151 (64%) are vendor-reported, and only 18 are split tests against a control.
UGC ads are paid ads built from creator-made content: a real person filming a review, unboxing, reaction or demo on a phone, in the style of a normal post.
A UGC-style ad is any ad that copies that look, whether a paid creator, a customer or an in-house team made it.
They are not the same as influencer marketing.
In most of these results the creator's reach doesn't matter.
The brand runs the video as an ad, either from its own account or through the creator's handle (partnership ads on Meta, Spark Ads on TikTok).
Of the 151 results, 60 are also tagged as partnership ads and 24 as Spark Ads.
For results across every format, see all results.
We counted every member result's tags and headline numbers:
Three typical results: TANP's switch from standard in-feed ads to creator Spark Ads cut cost per install by 39% (−39% CPA, +67% CVR, TikTok for Business, vendor-reported).
Hurom's health-benefit UGC reported −65% CPA, +300% ROAS (inBeat).
BabyLoveGrow's switch to partnership ads delivered −20% CPA, +22% ROAS (Influee, vendor-reported).
For the creative itself, browse the ugc ad examples.
By evidence type, 59 results are before/after comparisons, 57 are campaign results with no baseline, 18 are split tests, 7 are lift studies, 6 are snapshots and 4 are unverified claims.
The split tests are the ones to trust most.
When creator content goes head to head with brand content, it usually wins, but by less than the headline cases suggest.
Target's Creator-Led Package creative delivered 2x blended ROAS and 11% higher CTR than non-creator assets (TikTok for Business, vendor-reported).
82-0.com's creator Spark Ads beat in-house studio creative by 53% on CTR and 20% on CPI (vendor-reported).
Nesto's UGC cut cost per lead by 23% against regular brand ads (Insense, vendor-reported).
Adore Me's Billo videos improved CTR by 15% and CPA by 8%.
The closest result is Nurofen's geo test: the creator asset drove a 9.5% sales lift against 8.0% for the brand asset, with iROAS of €2.41 against €2.40. That is close to a tie.
For format-level comparisons, see ugc vs static ads and founder led ads vs ugc.
TikTok has the most results (90), but 69 of those are vendor-reported, mostly TikTok for Business case studies tied to Smart+, GMV Max or Spark Ads.
Many of them measure a campaign product as much as the creative. See tiktok ugc ads.
Meta's 60 results lean the other way: only 23 are vendor-reported, and most come from agencies such as Flighted, Pilothouse and MuteSix.
Typical results include K-Republiq's ROAS rising from 1.62 to 3.1 and Dave's Android CPI falling 56%.
See facebook ugc ads. YouTube has only 8 results, mostly creator assets in Demand Gen, such as Javvy Coffee's 50% higher conversion rate (Think with Google, vendor-reported). See youtube ugc ads.
Apps (21) and apparel (21) lead, followed by general ecommerce (19), food and beverage (15), beauty (15) and supplements (14).
Apps make up the largest share of the non-vendor results (14 of 55), where agencies report CPI and CPA cuts.
Examples are Admiral Media's work for BIGVU (cost per trial start −85%) and Petit Bambou in France (−57% CPI).
Finance, SaaS and travel have five or six results each, too few to generalise from.
The results split into three sourcing models. Creator marketplaces (Insense, Billo, Influee, JoinBrands) report 36 results, all about their own service.
Platform creator programs such as TikTok One and Content Suite appear in many TikTok for Business cases.
Agencies that run creators and media together report most of the independent results.
To compare options, see where to hire UGC creators or UGC agencies.
To test UGC yourself, run it against your current best ad in the same ad set or a split test, with similar budgets.
Judge it on CPA or ROAS, not CTR alone.
Plan for several creators and hooks, because the winners here rarely came from a single video.
Every one of the 151 members is tagged as a win.
That points to selection: brands and vendors publish what worked.
The hub holds no lost or flat results, so it can show what winning UGC looked like, but not how often UGC wins.
Of the 96 vendor-reported results, 55 come from TikTok for Business, 18 from Insense, 16 from Billo and 5 from Think with Google.
Four are claims with no verifiable data, such as a "4-6x ROAS" quote.
Many TikTok cases also changed the campaign type (Smart+ or GMV Max) at the same time, so the creative's share of the gain is unclear.
For more context, see UGC claims vs measured results and how often vendor numbers overstate.
UGC probably won't help much when your current ads are already creator-led, when the product needs a technical explanation a casual video can't carry, or when you can't produce enough variations to find a winner.
The near-tie in Nurofen's controlled test is a fair guide to how big the gain might be in a mature account.
UGC ads are paid ads made from creator or customer content, such as reviews, demos and reactions filmed in a casual, native style.
Brands run them from their own account or through the creator's handle (partnership ads on Meta, Spark Ads on TikTok).
In this hub, 49 results state a percentage cut in cost per acquisition, install, lead or customer, with a median of 35%.
Controlled tests show smaller gains: Nesto saw −23% CPL against brand ads, and Adore Me saw −8% CPA.
UGC ads use content from real customers or paid creators.
UGC-style ads copy the look (phone-shot, first person, native to the feed), whoever made them.
The results here cover both, and most of the creators were paid.
Across the winners: many creators and hooks rather than one video, a single concrete benefit or pain point, delivery through the creator's handle, and creators who look like the target buyer.