Creative Testing Programme
Three to five concepts per cycle, one variable at a time, with every result logged so learning accumulates.
Meta Ads
Meta Campaigns Where the Creative Does the Work
Facebook and Instagram campaigns built on structured creative testing, clean audience architecture, and conversion tracking that still matches your CRM at the end of the month.
- Structured creative testing
- Clean account architecture
- Server-side tracking
- Full spend transparency
What Changed
Targeting Got Automated. Creative Did Not.
Meta's delivery system now finds the audience on its own far better than manual interest stacking ever did. What it cannot do is invent the hook, the angle or the offer.
So the work moved. Campaigns are won on a disciplined creative testing programme and a clean account structure that gives the algorithm enough signal to learn from, rather than on ever-narrower audience definitions.
- Creative tested one variable at a time, with results logged
- Account structure kept simple enough to exit the learning phase
- Server-side events set up so conversions are actually attributed
- Reporting reconciled against your CRM, not just the platform
What we manage
- Creative concepting and testing
- Audience and exclusion architecture
- Conversions API and event setup
- Retargeting and retention
- Video and UGC-style formats
- CRM-reconciled reporting
What We Do
Discipline Where It Actually Pays
A testing programme you can read, not a folder of ads nobody can explain.
Audience Architecture
Prospecting, retargeting and exclusion layers structured so campaigns exit the learning phase and stay there.
Conversions API
Server-side event tracking configured properly, so conversions are attributed rather than lost to browser restrictions.
Retargeting & Retention
Sequenced messaging for people who already know you, priced against their actual value rather than a blended CPA.
Format Production
Static, video and UGC-style assets produced or directed to match what performs on each placement.
CRM Reconciliation
Platform-reported conversions checked against your CRM so the numbers you act on are the real ones.
How It Runs
From brief to measurable result
Four stages, run in order, each with something you can review before the next one starts.
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01
Audit
Check the Signal
- Pixel and CAPI setup verified
- Event quality and deduplication checked
- Account structure reviewed
- Historic creative performance analysed
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02
Structure
Simplify the Account
- Campaigns consolidated for signal
- Audience and exclusion layers rebuilt
- Budgets set to exit learning
- Naming and reporting standardised
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03
Test
Run the Programme
- Concepts briefed and produced
- One variable changed per test
- Results logged against a hypothesis
- Winners promoted, losers retired
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04
Scale
Fund the Winners
- Budget moved to proven concepts
- Fatigue monitored and refreshed
- Retargeting sequenced behind prospecting
- Weekly reporting against CPA
How We Work
Every Test Has a Written Hypothesis
If nobody can say what a test was meant to prove, it was not a test. It was just another ad.
- Structured creative testing
- Logged test results
- Server-side tracking
- Clean audience architecture
- CRM-reconciled numbers
- Flat management fee
- You own the account
- Fatigue monitoring
- Full spend transparency
Related
Pairs well with
Most clients run these alongside Meta Ads.
FAQ
Meta Ads questions
Something not covered here? Ask us directly and a strategist will reply within one working day.
We can produce it or direct it. Many clients have in-house design or UGC creators, in which case we brief and they build. Either way the testing structure is ours.
Three to five distinct concepts per testing cycle, plus variations of proven winners. Fewer than that and the programme stalls; many more and results get hard to attribute.
Less than it was, if the Conversions API is set up properly with good event matching. Most accounts we inherit have it half-configured, which is where a lot of the apparent performance loss actually comes from.
Usually yes. They do different jobs: Google captures existing intent, Meta creates it. Judging Meta on last-click attribution alone consistently undervalues it.
Around $1,500 a month in media. Below that there is not enough conversion volume for the delivery system to learn from, whatever the structure.
Yes, where they fit the audience. For most B2B accounts we will tell you honestly whether LinkedIn justifies its higher cost per click before you commit budget.
Let's Figure Out What Growth Actually Looks Like
We look closely at your website, your industry, and where you currently stand. Then we walk you through exactly what we do, and how much it would cost.