When it comes to running successful ads, most marketers obsess over headlines, targeting, and offers.
But there’s another powerful (and often overlooked) element that can significantly impact your performance:
The background image.
A recent study analyzing over $1 million worth of display ad spend uncovered a fascinating insight:
Ad creatives that used real photos as background images outperformed those with “designed” or heavily stylized graphic backgrounds.
📈 The Result?
- Ads using photographic backgrounds had, on average, a 9.9% higher click-through rate (CTR) compared to those using abstract or purely graphic designs.
That’s nearly a 10% lift in CTR — from one small visual change.
Why Do Photos Work Better?
There are a few compelling psychological and UX-based reasons:
- Photos feel more authentic.
People are drawn to realism and emotional relatability. A photo suggests something real is behind the ad — not just a sales pitch. - Photos break the pattern.
Most users are bombarded with designed banners and overly polished visuals. A photo can stand out simply by feeling less like an ad. - They engage the senses.
Whether it’s a face, an environment, or a product in use, photos tap into emotions and create an instant connection. - Faster comprehension.
A photo communicates context, mood, and message instantly. Complex graphics often require more time to interpret.
💡 Practical Applications: How to Use This Insight Today
If you’re running display ads, banner ads, or even image-based social ads, here’s how you can apply this finding right now:
- Swap your current background for a relevant, high-quality photo.
→ Think lifestyle shots, product in action, or behind-the-scenes images. - Use photos that tell a story or show human emotion.
→ Faces in particular tend to outperform objects or abstract scenes. - Test variations side-by-side.
→ A/B test your current design against a photo-based version using the same copy. - Use stock photos cautiously.
→ Choose imagery that feels natural, not overused or “too stocky.”
🚀 Final Takeaway:
If you want more clicks on your ads — without increasing your budget or changing your copy — switching to photo-based backgrounds could give you a quick and easy 9.9% boost in CTR.
It’s one of the simplest creative tweaks you can make for a meaningful performance lift.