Creative Intelligence
How do high-performing video ads close? Heista decoded 88+ ads and identified 6 distinct close types. See which CTAs convert, how long they last, which POV they use, and which hooks they pair with. Filter by your category to see what works in your vertical.
23%
end with an explicit CTA
77%
end with a narrative close
Showing cross-category data. Use the category selector above to see vertical-specific CTA performance.
Close Type Classification identifies the psychological mechanism behind every ad ending. A Direct CTA leverages decision simplification. A Soft CTA uses low-commitment consistency. Each type activates a different behavioral pathway.
CTA vs Narrative Split measures whether the ad ends with an explicit call to action or a narrative close (story button, emotional landing, open loop). Both can be effective. The right choice depends on the hook type and viewer state at the end of the ad.
Hook-CTA Pairing shows which hook types most frequently pair with each close type in ads that remain active past 30 days. Matching the right CTA to your hook preserves the psychological momentum built in the opening.
Every CTA in this report was extracted from a real ad.
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