Do Partnership Ads Really Work?

We wanted to test this. What happens when you combine creator content with Meta’s Partnership Ad format, and run it head-to-head against traditional brand ads?

As a badged Meta partner agency, we have exclusive access to ad credits, which we pass on to our clients (running a tally -- $110k+ and counting this year!). So we used the credits to test this exact scenario across various clients in different verticals.

Here's a breakdown of how we put these credits to work, and what the data showed.

The Setup: Creator-Led Ads vs. Traditional Brand Creative

Using roughly $5k in Meta ad credits, we structured clean A/B tests across clients in various verticals.

• Same budget
• Same audience targeting
• Same optimization goals
• Different creative approach

Group A saw polished brand ads created by the business.

Group B saw creator-driven ads using Meta’s Partnership Ad format: real people authentically talking about the product, in their own voice, published from their own handles.

The Results: Creators Win on Clicks, Engagement, and CPA

Across the board, creator content outperformed traditional brand creative. Here are the top-line wins:

• +53% higher click-through rate with creator-led Partnership Ads
• -19% lower cost per acquisition
• +296% lift in engagement for a fashion client
• +35% return on ad spend (ROAS) increase in creator-led segments

That last one is worth pausing on: the same budget, same audience, same offer — just swapping out brand voice for creator voice — delivered a 3x improvement in engagement and a double-digit ROAS lift.

Why Creator Content Outperforms: 6 Clear Advantages

After analyzing performance data across verticals, we surfaced six key drivers behind the consistent success of creator-led Partnership Ads:

1. ROAS Amplification

Creator endorsements generate stronger purchase intent and convert more efficiently than brand-only messaging.

2. Click-Through Rate Optimization

Native creator content integrates seamlessly into user feeds, making it more thumb-stopping and clickable.

3. CAC Reduction

Creator audiences come with built-in trust. That warmth reduces friction and acquisition costs — especially in cold prospecting environments.

4. Organic Reach Multiplication

Partnership Ads earn more shares, saves, and comments — fueling organic lift that goes beyond paid impressions.

5. Brand Credibility Acceleration

When creators talk, people listen. Their social proof builds brand trust faster than polished ads ever could.

6. Instant Audience Expansion

Creators open the door to niche, high-intent communities your brand can’t reach through traditional media alone.

Final Takeaway: Authenticity Scales

This isn’t a one-off trick. It's a repeatable, scalable strategy: pairing smart targeting with trusted voices.

Want to test this with your brand?

Let’s run your own creator vs. brand ad test. Get in touch with our team or message Ian directly to start the conversation.