Creative testing
A test plan and a readout for every batch, so you know which angle, hook and format won, and why.
Ad platforms move spend to whichever ad performs. That is right for running campaigns and no help when you plan the next batch. A test is set up differently: one thing changes (the angle, the hook or the format), the rest stays equal and each ad gets comparable spend, so a difference in results has one cause. Over several batches, the results show what your buyers respond to.
For Heads of growth and performance marketers at B2B companies that spend on Meta, TikTok or Google Ads every month and make new ads regularly.
You need this when
- 01
You launch new ads every month and can’t say what the last batch taught you.
- 02
Your ad account picks a winner, and nobody knows whether it was the hook, the angle or the format.
- 03
The ad with the cheapest leads isn’t the one that brings customers.
What’s included.
Test plan
Before anything goes live, we write down what is being tested, the one variable that changes and what result would count as a win.
Naming and set-up
A naming convention that tags every ad by angle and hook, and test campaigns on Meta, TikTok and Google Ads kept apart from your main campaigns.
Metrics that explain why
Hook rate shows whether the opening stopped people, hold rate whether they kept watching, click-through rate whether they acted and cost per result what it cost.
CRM link
Where tracking allows, we follow each ad’s leads into HubSpot or your CRM and report cost per qualified lead, not only cost per form fill.
Readout
A short readout per batch: what won, what lost, what wasn’t conclusive and what we test next.
Rollout
Winning ads move into your main campaigns, run by us or your media team, and losing angles drop down the library.
How it runs.
The first readout comes in week 4 of a creative engagement. Paid channels need about 3 months of data before patterns across batches are reliable.
- 01 · Plan
We agree the question for each test with you, for example which of two hooks holds attention better on the same angle.
- 02 · Set up
We build the test campaigns with consistent names and budgets, or brief your media team to.
- 03 · Run
Ads run until each has enough spend to compare, and we don’t call a result early.
- 04 · Read
We write the readout, including the results that weren’t conclusive.
- 05 · Brief
Winners move into the main campaigns, and the next batch is briefed from what won.
Deliverables
- A test plan for each batch
- Naming convention and test campaign set-up
- A readout for each batch: hook rate, hold rate, click-through rate and cost per result
- Cost per qualified lead by angle, where CRM tracking is in place
- Updated angle library ranking
- The brief for the next batch
Works with
What buyers ask.
Our budget is small. Can we still test?
Yes, with fewer variables at a time. A small budget can compare hooks on one angle; it can’t compare ten angles at once. We size each test to your spend and say when a result is too thin to act on.
Can our media team run the tests?
Yes. We supply the plan, the names and the ads, they launch them, and we write the readout from the account data. Or we run all of it.
Why not let the platform pick the winner?
In your main campaigns, we do. The platform’s pick tells you which ad to keep running; a controlled test tells you which angle to brief next.
Pairs well with
Reasons to buy, taken from your reviews, sales calls and competitors’ ads.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.