Creative is the new targeting: how we test ads on paid social

Platform algorithms are now better at finding buyers than any manual audience setup. What they can’t do is make your ad worth stopping for.

Test concepts, not colours

Button colours and headline tweaks rarely move the needle. Test distinct ideas: a founder story versus a product demo versus customer proof.

Give every test a fair budget

Each concept needs enough spend to exit the learning phase. We aim for at least 50 conversions per concept before calling a winner.

Feed winners back into the brand

Winning hooks become landing-page headlines, email subject lines and sales talking points. Paid social becomes your fastest research lab.