Build separate retargeting audiences for people who watched 25%, 50% and 75%+ of a video ad. Serve progressively stronger offers as watch depth grows — light awareness creative for shallow viewers, direct conversion offers for deep viewers — so spend matches intent.

1. 1

   Define the audience source: clean the seed list before uploading (CSV or pixel-based for video-view retargeting tiers).

2. 2

   Set up a dedicated conversion event in your ad platform's pixel so you can attribute downstream signups, not just clicks.

3. 3

   Build the creative-set: 3-5 variants that share the value prop but differ in hook (problem-first, social-proof, demo-led).

4. 4

   Launch at $X / day with frequency-cap enforced; budget for at least 7 days before reading results.

5. 5

   Read by ROAS / CPL daily; kill bottom-quartile creatives at the 100-impression mark.

6. 6

   Scale winners by 20% / day to avoid breaking the learning phase, and refresh creative every 14 days to fight ad fatigue.

Both brands run tiered video-view retargeting publicly documented in their growth talks — 25% viewers see soft brand creative, 75%+ viewers see direct conversion offers. Bombas attributed a meaningful CVR lift to this single mechanic; it's now the default DTC stack on Meta.

• ✗Buying volume before the funnel converts — paid traffic into a broken funnel is just a fast way to burn cash.
• ✗Underbudgeting creative production; the platform is now 10% of the work, the creative is 90%.
• ✗Watch-out from the playbook: Only use this once your top-of-funnel video has real volume; tiered retargeting on thin audiences burns out fast and audience overlap kills

Brands already running video creative at meaningful spend