Skeptical Ad Angle to Scale Cold Audiences

Most brands build ads for fans.

The people who already "get it" or those who only need a small nudge to buy.

However, the reality is that your biggest untapped audience isn’t fans. It’s skeptics.

The ones who scroll past your ads thinking:

• “This won’t work for me”

• “It’s too expensive”

• “I’ve tried something like this before and it didn’t work”

If you want to scale past your current ceiling, you have to win these people over. Watch the example here.

Why Skeptic Focused Ads Work

Skeptics are high-intent buyers hiding behind objections. If you can answer their doubts, you unlock an entirely new layer of revenue.

Here’s why this angle works so well:

1. Addresses real resistance head-on: Instead of pretending objections don’t exist, you surface them and knock them down.

2. They build credibility: Seeing a brand openly respond to criticism signals confidence.

3. They work late in the funnel: Warm audiences who haven’t converted yet often just need reassurance, not another benefits-heavy pitch.

How to Build a Skeptic Ad

These are not standard “happy customer” UGCs. They flip the perspective and lean into doubt.

We created a system that delivers 30 unique video ads in just 30 days, specifically designed to improve Meta ad performance and scale e-commerce brands. Watch this video to see how we do it.

Here’s how to do it:

1. Lead with the objection

Hook viewers immediately by voicing their hesitation:

• “I didn’t think this would work for me”

• “I thought it was overpriced at first”

• “I usually hate products like this”

This creates instant relatability and earns attention.

2. Show the turning point

After calling out the doubt, show what changed their mind:

• Demo moments (“I was shocked at how well this worked”)

• Side-by-side comparisons (“Here’s what I used before vs. now”)

• Social proof (“I saw thousands of 5-star reviews and decided to try”)

3. Close with proof + reassurance

End with a reason to trust:

• Guarantees (“30-day free returns”)

• Third-party validation (press features, reviews)

• Emotional proof (“I’d buy it again in a heartbeat”)

Why Brands Ignore This Angle (and Why You Shouldn’t)

Most teams get stuck running ads that reinforce what buyers already know. But as you scale, those "easy wins" run dry.

Winning skeptics takes more work, researching objections, scripting differently, and working with creators who can deliver a genuine, believable tone.

But if you’re spending $20K+/day and want to break through a plateau, this angle is often what moves the needle.

When performance flatlines, it’s usually because you’ve stopped talking to the people who need the most convincing.

Start writing ads for the skeptics, because when you convert them, everyone else follows.

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here.