A four-week creative test plan for Meta ads, built from 18,920 ads
How many ads to launch, which kinds to test first, and how to judge them at the end of the month without fooling yourself.
Notes from the work · Tag
#creative-testing
Winner rate vs cost per lead: which number to follow, and when
Some kinds of ads bring cheap leads but rarely scale. Others scale often but cost more per lead. Here is how to read both numbers and pick the one that fits the job in front of you.
Grade every ad twice: once for Meta's pick, once for yours
Meta decides which ads get the money. You decide which ads get the leads you can afford. In our data those two picks agree less than half the time, so every ad needs two grades.
Most Meta ads barely run. How to judge one in its first week
Two of every three Meta ads we graded spent under $100 in their whole life. Here is how to read a new ad early without cutting a winner before it starts.
How many new Meta ads should you launch a week?
Accounts that launched four or more new ads a week found about one winner a month. Accounts under one a week found about one a quarter. Here is how to pick your pace.
See your own locations in it.
Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.