You know the pattern.

New ad launches. Results are great. You celebrate. Maybe even buy the good biscuits.

Then, somewhere between day five and day fifteen, the cost per result starts climbing.

There are two ways to decide which video ad to run.

Option one: everyone watches the edits, someone senior says, “I like the second one,” and that becomes the campaign.

Nobody warns you about this part of growth.

You grow.

More staff. More customers. More systems. Bigger premises. More departments. More meetings about the meetings.

Quick answer: filmed testimonials tend to carry more credibility because the customer is visible, identifiable and speaking in their own words.

A written testimonial says your business did a good job.

Quick answer: a good B2B sales video gives your sales team a consistent pitch that can travel beyond the meeting room.

It gets forwarded to decision-makers.

Everyone with useful expertise has had the thought:

“I should turn this into an online course.”

And then one of two things usually happens.

Nothing.