A good video has a single goal — leads, sales, brand awareness, onboarding. The script is written around this goal, not around aesthetics. A video without a goal = a budget without ROI.
I shoot every video optimized for multiple platforms: 9:16 for TikTok/Reels/Stories, 1:1 for the Facebook Ads feed, 16:9 for YouTube/web. One shoot → 3-5 final formats. You don't pay again for every export.
For PPC campaigns I deliver 2-3 variants — you test which one converts best. An A/B test on the hook in the first few seconds (the first seconds decide whether the viewer stays).