Brands use UGC videos in paid ads by turning customer or creator-style clips into scroll-stopping ad creatives that feel native in feeds while still driving clicks, calls, and purchases.
In practice, we see UGC work best when it does one job at a time: grab attention fast, show the product or service in real life, answer one objection, and give a simple next step. That’s why UGC often outperforms polished commercials in placements like Instagram Reels/Stories, TikTok in-feed, and YouTube Shorts, where people are already watching casual, vertical video.
Common ways brands use UGC in paid campaigns
- Cold traffic: a quick hook + problem/solution demo to introduce you to new buyers.
- Retargeting: testimonials, before-and-after, or “here’s what to expect” clips that remove doubt for people who already visited your site.
- Offer ads: a creator explains a limited-time deal, bundle, or first-time customer promo in plain language.
- Objection ads: one video per objection (price, pain, timing, “does this work for me?”) so the message matches what the viewer is stuck on.
- Local proof: for Orlando and Central Florida service businesses, UGC-style footage of your team, vehicles, job sites, and local areas builds trust fast because it looks real, not staged.
How UGC gets “turned into” an ad
There are two common setups. First, you can run the UGC as a normal ad from your brand account, using the video as the creative. Second, you can run the ad through the creator’s handle using creator licensing, for example TikTok Spark Ads or Meta partnership ads, so the ad keeps the creator identity while you control targeting and budget.
Whichever route you choose, the details that matter are consistent: a strong first 1 to 2 seconds, clear on-screen text (most people watch muted), tight editing, and a single CTA that matches the landing page. If you want the creative side handled end-to-end, our UGC content creation service covers scripting support, creator matching, and ad-ready edits built for vertical placements.
Permissions and compliance (the part brands skip and regret)
Paid ads require clean usage rights and clear disclosures. Get written permission to use the video in ads, define where it can run, and confirm how long you can use it. If the creator was paid or received free product, your ad also needs a clear disclosure like #ad in a way viewers will notice. If you want a deeper walkthrough, see our FAQ on FTC disclosures for UGC videos.
For regulated industries, keep claims tight and honest. Dental and healthcare brands should avoid showing patient identifiers without written consent, and law firms should follow their bar advertising rules. If you need help writing a usage clause that fits paid media, our FAQ on UGC usage rights breaks down what to include.
How brands get consistent results from UGC ads
Most brands win by running UGC in batches: film multiple concepts, cut each into a few variations (different hooks, different captions, different CTAs), then test them side by side. When one angle works, you recycle the idea with a new creator or new scenario to avoid creative fatigue. If you want us to manage the media side too, our team pairs UGC creatives with targeting and testing in our PPC services, so you’re not guessing which videos actually turn into revenue.
