1 partnership ad in place of a standard video: −20% CPA, +22% ROAS
Commentary byROASArchiveOur analysis, not theirsBabyLoveGrow replaced one of its six standard video ads with a creator partnership ad, and CPA fell 20% while ROAS rose 22%.
The total budget stayed the same. Influee, the creator platform that supplied the videos, published the result.
- CPA: 20% lower.
- ROAS: 22% higher.
- CPM fell 17% and CTR rose 18%, so the ads got cheaper to show and more people clicked.
- Conversions: up 25%. Of 5 partnership creatives, 3 outperformed all other ads, per Influee.
The change
Before
The Meta campaign ran 6 standard video ads, at around €100K in monthly spend.
After
One standard ad was swapped for a partnership ad run through a creator, with the total budget unchanged. Meta gave the partnership ad the most spend without any manual push.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- A partnership ad shows a real person's handle, so it looks like a post from someone, not a brand ad.
- The lower CPM suggests Meta rated the partnership ad as more engaging and charged less to show it.
- Meta moving spend to the new ad on its own is a sign the gain came from the ad itself, not a budget shift.
Caveats: Influee published this about creators sourced on its own platform, so it is vendor-reported. It is a campaign result with no control group, and the page gives percentages but no absolute CPA, ROAS or conversion counts.
How to run this in your account
- Hypothesis
- If we replace one standard video ad with a creator partnership ad at the same budget, then CPA will fall because ads from a real person's account earn cheaper reach and more clicks.
- Primary metric
- CPA
- Guardrails
- CPM
- CTR
- ROAS
- Who should try it
- Meta advertisers with a steady campaign and a few standard video ads, especially in parent or family products where trust matters. It may not help if you can't find creators who fit your buyers.
Who got the result
Influee · BabyLoveGrow published this result (UGC platform case study). The numbers are theirs; the summary and commentary on this page are ours.
Questions
Do Meta partnership ads lower CPA?
For BabyLoveGrow, swapping one standard ad for a partnership ad came with a 20% lower CPA.
The result is vendor-reported and has no control group.
Do I need to raise budget to test a partnership ad?
No. BabyLoveGrow kept the total budget the same, and Meta moved spend to the partnership ad on its own.
How much do creator videos for partnership ads cost?
Influee says each video cost under €100 in this case. Prices will vary by creator and market.