05:12
Why creative testing decides long-term Meta ads success
Today I want to talk about one of the biggest factors in long-term success with Meta ads.
Creative testing.
Yes, you can pull your phone out, record one video, put it live, and see what happens.
I’d actually encourage you to do that.
But if you want consistency, scalability, and control, one ad isn’t a strategy.
When we do this properly, we’re not recording one or five ads — we’re recording closer to 100.
That doesn’t mean 100 completely different ideas.
It usually means a defined set of hooks and content blocks, mixed and tested systematically.
That volume gives you options.
When a winner emerges — and one always does — you’re not stuck trying to recreate it from scratch. You already have near-identical variants ready to go.
This video explains why creative testing matters, how it actually works in practice, and why relying on “gut feel” is usually where accounts stall.
For context, this video was originally recorded on 5 December 2024, views & strategies may have changed since.
Featuring
Video transcript
Cool. Today I’m going to talk about one of the biggest factors in long-term success with Meta—Facebook and Instagram—ads, and that is creative testing.
By all means, you can just get your phone out, record one video, put it live as an ad, and see what happens. I’d actually encourage you to do that. See what happens. But if you really want to do this properly and give yourself the highest possible chance of success, you want to record around 100 ads. One hundred ads or more.
That’s actually very feasible. It might sound excessive, but it could simply be ten hooks and ten main content sections, swapped and combined in different ways. That’s an oversimplification, but that’s the general idea.
You want that volume because you might be putting a £300-a-day budget into Meta and running five to ten creatives at a time to see which ones perform best. Inevitably, one will rise to the top and clearly outperform the others, generating leads at a much lower cost. That happens all the time.
If you’ve done creative testing properly, you should already have a bank of similar ads among the other 90 you recorded. They might follow the same structure, use the same hook, or combine that hook with different main content sections. You might realise that the hook itself is what’s working, so you pair it with all your different content blocks, social proof, and calls to action.
Suddenly, instead of one winning ad, you’ve got ten high-performing ads. That’s why creative testing is so important. You need an ad account structure that allows you to test properly, with clear rules in place. You can’t go off emotion—you have to let the data tell you what’s working for each creative. That’s something Joe is great at, and I’m terrible at.
So next time you do a shoot, or record content for ads, get more than you think you need. Capture loads of different angles, test them properly, see what works best, and then double down on the winners. Bosch.
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