Digital Marketing
A simple creative testing framework for paid social
Creative is now the biggest lever in paid social. Here's how to test it without wasting budget.
Targeting options have narrowed and algorithms have improved. Today, creative does much of the targeting work. Testing it systematically is one of the highest-value habits a brand can build.
Test concepts, not colours
Start by testing genuinely different ideas — different problems, benefits or audiences — before testing small details like button colours or fonts.
Structure every test
- One clear hypothesis per test
- Enough budget and time to learn
- A primary metric agreed in advance
- A log of what was learned
Feed winners back into the brand
Winning angles often reveal what customers truly value. Use those insights in your website, email and sales conversations — not just your ads.
The goal of testing isn't a winning ad. It's a better understanding of your customer.
