In short: If you want to grow with Meta ads, you need a steady flow of new creatives. For smaller budgets a few new ads a month are enough; from mid-sized budgets up, more like ten to thirty. More important than volume is that every ad tests a different idea.
Why ads wear out
The more often the same people see an ad, the less they react. Cost per purchase rises even though you changed nothing. New creatives are the only fix.
An example from our work
With Kjavik, we went from two to up to 30 ads a month. Hardly any video was a repeat: each ad had a different angle, format or hook.
How to build a test plan
- Angle: why does someone buy? Comfort, health, style, price. One group of ads per angle.
- Format: UGC video, static, before and after, founder talking.
- Hook: several openings per video.
Test angles first, then formats, then hooks. Start with hooks and you may be optimizing the wrong message.
When an ad is done testing
When it has had enough budget to drive a few purchases, or is clearly behind. Set that line in advance, not by gut feeling.
Frequently asked questions
What is creative strategy?
Planning which ads you build and why: which angles, formats and hooks, and what follows from the numbers of the last round.
Are statics worth it next to videos?
Yes. Static ads are quick to make and often perform surprisingly well, especially for offers and reviews.
More about paid ads and creative strategy