Our Creative Testing Framework for Paid Social

Creative fatigue is the silent killer of paid social campaigns. Our answer is a disciplined testing pipeline that treats every creative as a hypothesis.

Test concepts, not variations

We group creatives into concepts — a core angle or message — and test concepts against each other before iterating on colours, hooks, or formats.

Clear kill rules

Every test has a spend cap and a minimum signal threshold. If a creative doesn't hit its target cost per first deposit within that cap, it's paused. No exceptions, no emotional attachment.

“The goal isn't to find one winning ad. It's to build a system that keeps finding them.”