Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

Aspect Ratio That Wins Ads #shorts

14 Aug 2026 · 1 min

Watch on YouTube

1:26

In this YouTube Shorts dialogue, Speaker A explains that before scaling an ad campaign, marketers should first identify a specific ad creative that consistently delivers 3–5 conversions at an acceptable KPI. Because each aspect ratio (vertical 9:16, 4:5, square) essentially creates a distinct ad, testing must be done per format. Speaker B notes success with vertical (9:16) ads and asks if this applies universally. Speaker A clarifies that the optimal aspect ratio depends on the offer and where the target audience spends time: vertical ads perform well on Instagram Reels and Stories for younger, Instagram‑heavy audiences, while square ads may work better for older demographics that browse the feed timeline. The conversation underscores the need to match aspect ratio to platform placement and audience profile before moving to a scaling campaign.

Chapters

You want the specific ad, regardless of the aspect ratio, you want the specific ad to get 3 to 5 conversions at a good KPI before you graduate that to a scaling campaign. But you want a specific ad because the— again, when we are talking about— when we're talking about different aspect ratios, they're effectively different ads, right? Mm-hmm. You're sure, you know, you have a vertical or 4:5 or square. So you want either the vertical version or the 4:5 version. To gain momentum before you moving into an ASC. Does that make sense?
Yeah, yeah, yeah, for sure. I've been seeing it's working really good, the 9 by 16, like the vertical. I don't know if it's on my account or it's like— are you noticing the same, or it can be any aspect ratio that can work?
Yeah, it, it could be any aspect ratio, but it also has to do with the offer a lot of times because it depends on, it depends on where your target audience is hanging out the most. So for example, I have some clients that they do really well on vertical because those ads get served better on Instagram Reels, Instagram Stories, and they have a lot of people on Instagram, right? So that's where people are buying on Instagram. But I have some offers that are like a little bit of an older demographic. So for those people, square do better because those are better served in the timeline. So it varies.