Elevating Performance with Reels-Optimized Creative

Testing Reels-native creative against legacy assets proved that platform-specific best practices can drive higher conversions at lower acquisition costs.

Key Outcomes

Through a collaborative Reels Creative Workshop with Meta and a controlled A/B test, Goodway Group helped a national healthcare brand evaluate Reels-optimized creative versus repurposed social video. The Reels-native approach consistently outperformed and delivered validated, repeatable gains.

132%+

increase in scheduled appointments

58%

decrease in CPA

95%

confidence-level validation, confirming the lift was consistent and repeatable

Challenge

Short-form video increasingly dominates social consumption, making Reels a critical channel for brands seeking entertainment-driven performance. The healthcare brand had been repurposing social video into Reels placements, but the creative wasn’t tailored to the immersive, fast-paced Reels environment. The team aimed to strengthen engagement and conversions without changing the brand’s core messaging.

Strategy

Goodway Group, a Meta business partner, secured the brand’s participation in an invite-only Meta Reels Creative Workshop and partnered with Meta’s specialists to adapt creative to platform best practices —shorter cuts, front-loaded hooks, clear value cues, and motion built for vertical video.

Developed three new Reels ads aligned to Reels consumption behaviors

Executed a controlled A/B test against the brand’s existing creative

Measured impact on appointments and CPA, with statistical validation to ensure scalability

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REsults

The outcomes were significant and sustainable. Reels-optimized creative outperformed across every measured metric. The highest-performing Reels units were quickly scaled into larger-budget campaigns, and the brand adopted a Reels-first creative playbook with ongoing short-form testing to guide future paid social decisions.

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