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Why Founder-Led Ads Outperform Everything Else
Believe it or not, authentic content always wins. Here’s how we use it to scale faster.
Harsh Kang
October 27, 2025
Hey there,
Running ads is easy. Running ads that actually convert? That’s a different story.
We’ve tested hundreds of creatives for early-stage startups, and here’s the truth: the ones with the founder in them almost always outperform polished, “perfect” ads.
Yes… you are fundamental to outperform. People connect with people - not logos, not stock photos, and definitely not generic B2B graphics.
Why Founder-Led Content Works So Well
Founder-led content isn’t about you becoming an influencer. It’s about showing the face, voice, and vision behind your product. It builds trust faster, communicates authenticity, and makes your brand unforgettable.
In our campaigns, we’ve seen:
Lower CPCs
Higher engagement rates
Better click-to-lead conversion
More “I saw your ad and had to reach out” moments
How We Boost Founder-Led Content in Ads
We don’t just post founder videos and hope for the best. We:
Start with organic content – Test short founder clips on LinkedIn, TikTok, or IG.
Pick the winners – Identify posts with the best engagement and positive comments.
Turn them into ads – Run those exact videos in paid campaigns with tailored headlines and CTAs.
Optimize constantly – Adjust hooks, captions, and targeting to keep performance high.
Quick Guide to Start Your Own Founder-Led Content
If you’ve never posted before, start here:
Step 1: Write down 5 questions your ideal customer asks all the time.
Step 2: Record 30–60 sec answers on your phone: no script, just you.
Step 3: Post 3x/week on the platform where your audience lives.
Step 4: Track engagement, save your top performers.
Step 5: Boost the winners in a small ad campaign.
Real Examples
Stripe (B2B/B2C Fintech)
Stripe frequently shares simple, founder-led videos where its leadership talks directly about upcoming features or industry observations. Their genuine tone and clear messaging cut through the noise, boosted ads of these videos drive exceptionally high engagement and click-through rates.
Duolingo (B2C EdTech)
Duolingo leans into human, founder-style content by showing the team (and mascot) in fun, authentic TikToks. Boosting these organic-style posts as ads has helped them beat more polished alternatives and fuel viral growth.
👀 See Duolingo’s TikTok profile
📌 Watch one of their standout TikToks
They are also on Instagram and have a feature with founder himself that speaks about the journey through a podcast!
I also create a bunch of these videos on Instagram - helps Roveir get the recognition it needs to help other founders know what pain points we solve. We also did a founder video with Metatailor through a quick call!
Need a hand creating your first set? Let’s chat.
Talk soon,
P.s. We drop our best scaling tips, ad breakdowns, and wins over on our socials.
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