How To Approach Creative Testing with Meta Ads

Manson Chen

Jun 26, 2024

Finding the right ad that clicks with your audience is tough. Creative testing helps solve this problem, and it’s even more important as we head into 2025. The reality is that most ads don’t perform well. But don’t worry—this post will show you how to approach creative testing effectively. We’ll cover why it matters, how to keep your ads varied, and tips for testing them properly.

By the end, you’ll know how to create and test ads that work. Let’s get started!

The Importance of Creative Testing

Understanding the Impact

A recent study by Appsflyer revealed that only one out of 50 ad variants receives 68% of the ad spend. This number becomes even smaller when excluding video ads or ads with less than $50 in spend. Essentially, less than one in 50 ad variants end up getting the majority of the spend. This highlights how crucial it is to keep testing new ad creatives continuously.

Strategies for Effective Creative Testing

Cranking Out Quality Ads

In 2024, the key to successful creative testing is producing a large number of ads without sacrificing quality. It's essential to balance quantity and quality to avoid flooding your campaigns with low-quality ads. The more ads you create, the higher the chance of finding a few that perform exceptionally well.

Keeping track of every ad you're testing is crucial. When you review your performance in a month or two, you'll need to know which ads were tested and how they performed. Without proper tracking, you’ll struggle to analyze what’s working and what’s not.

Ad Naming Convention

An effective ad naming convention is necessary for organized tracking and analysis. Implementing a clear and consistent naming system for your ads will help you quickly identify and assess their performance. Start this practice right away if you haven't already.

If you are not already following an ad naming convention we can use this sample one:

  • (product : video concept : hook : visual hook : script : duration : iteration round : aspect ratio)

Creative Diversity

Variety in Ad Types

Diverse ad creatives are essential for a successful campaign. You don’t want all your ads to look and sound the same. Aim to test a wide range of ad types, including:

- Static ads: Simple, still images that can be quickly consumed.

- Video ads: Engaging, dynamic content that captures attention.

- UGC ads: User-generated content that adds authenticity.

- 3D motion: Eye-catching graphics that stand out.

- AI-generated content: Innovative and unique designs.

- Ugly ads: Deliberately unconventional designs that can grab attention.

- Post-it ads: Simple, direct messages that are hard to ignore.

- Product-focused ads: Highlighting specific features or benefits of your product.

This variety is what we call creative diversity, and it’s crucial for finding what works best.

Creative Testing on Meta and TikTok

An old study by Meta found that the fastest-growing advertisers tested 11 times more creative per month. While some might argue that correlation isn’t causation, the recent Appsflyer study reinforces the need for frequent creative testing. The idea is simple: the more ads you test, the better your chances of finding a successful one.

Volume Negates Luck

Alex Hormozi, a well-known figure in the marketing world, emphasizes that "volume negates luck." This idea is particularly relevant for creative testing. The more ads you create and test, the less you rely on luck to find a successful one. Consistent testing and iteration are key to uncovering effective ads.

Practical Tips for 2024

Recommended Practices

To succeed in 2024, follow these practical tips for creative testing:

1. Test Consistently: Make testing new creatives a regular part of your strategy.

2. Track Everything: Keep detailed records of every ad tested, including its performance metrics.

3. Analyze Results: Regularly review your ad performance to identify what works and what doesn’t.

4. Embrace Diversity: Ensure you’re testing a wide variety of ad types and styles.

5. Iterate Quickly: Use your findings to quickly iterate and improve your ads.


Creative testing is more important than ever in 2024. By consistently producing a large volume of high-quality ads and maintaining a diverse range of creatives, you increase your chances of finding those that perform well. Implementing robust tracking and analysis practices will help you understand what works, allowing you to refine your strategy continuously.

Start implementing these creative testing strategies now to stay ahead of your competition. Frequent testing is your best bet to discover successful ads.

Begin your creative testing journey today. The sooner you start, the sooner you'll find those high-performing ads that will drive your campaigns to success. This is a muscle you need to build.

You don't need a big creative team to scale performance video on Meta

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