How We Test 100+ Meta Ad Creatives Per Week
Andrei Lunev
Meta Ads Expert
Creative fatigue is the silent killer of Meta ad accounts. The same ads that crushed it last month are now burning budget. The solution isn't working harder—it's building systems.
The Volume Problem
Most brands run 5-10 active creatives. Winners emerge, losers get paused, and eventually everything fatigues. Then you're scrambling to produce new creative.
We flip this model: start with volume, then find winners.
Our Creative Generation System
Every week, we generate 100+ unique creative variations using:
1. Hook Variations
AI generates multiple opening hooks from a single concept:
- Question hooks: "Why do 90% of runners get this wrong?"
- Statement hooks: "I tested every running shoe under $150"
- Contrast hooks: "Everyone told me this wouldn't work"
2. Script Structures
We have templates for proven structures:
- Problem-Agitate-Solution
- Before/After transformation
- "3 things I wish I knew"
3. Visual Variations
Same script, different visual treatments:
- UGC style
- Professional product shots
- Split-screen comparisons
The Launch Strategy
With 100 creatives ready, we don't just launch everything:
- Bid-cap launches - Set aggressive CPA caps to limit downside
- Small budgets - $20-50 per creative initially
- 48-hour evaluation - Kill losers fast
- Winner scaling - Move budget to what works
Cost Efficiency
Most agencies would charge $50-100 per creative. Our system produces them at:
- $2-5 per AI-generated script
- $10-20 for basic video editing
- Zero cost for variations of existing assets
This changes the economics of creative testing entirely.
What We've Learned
After running this system for 20+ accounts:
- 80% of creatives fail - That's fine, you need volume
- Winners come from unexpected places - Test weird angles
- Hooks matter more than production value - Ugly ads can crush
- Fatigue is faster than you think - Keep the pipeline full
The goal isn't to make perfect ads. It's to find what works faster than your competition.
