How the Best Video Ads End
How do high-performing video ads close? Heista decoded 172+ ads and identified 10 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.
27%
end with an explicit CTA
73%
end with a narrative close
CTA Type Rankings
Showing cross-category data. Use the category selector above to see vertical-specific CTA performance.
How We Measure 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. See which hooks lead into each CTA type to build your ad backwards from the close.
See what's behind the numbers
Every CTA in this report was extracted from a real ad.
Pick any winning video and decode its exact close formula. See the CTA type, duration, POV, hook pairing, and the full beat structure that leads up to it.
Decode any ad free — 3 scans includedFrequently Asked Questions
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