Every scale attempt spiked CAC within days. A 5-10 ad / week creative pipeline could not outrun how fast the Meta algorithm exhausted winners on beauty PDPs.
Meta exhausts beauty creative in days - 5-10 ad / week shops can't outrun the algorithm, so scale spikes CAC every time
150+ variant / week engine + bid-cap laddering + 48-hour kill/promote discipline
Creative volume as a compounding moat - winning hooks recycled into 2nd / 3rd generation variants
Percentage of new creatives reaching CPA-positive at 48 hours tripled versus the previous in-house pipeline - volume created the surface area for winners to emerge.
Spend more than doubled while win-rate climbed - bid-cap laddering kept efficiency intact through every scale step.
Winning hooks survived the visual fatigue cycle by ladder-recycling into 2nd / 3rd generation visuals - the cohort that would have died at week 2 ran six.