Performance
The creative testing framework behind our best Meta accounts
A practical, repeatable system for generating, testing and scaling ad creative every week.
GTapex Team9 min read
On Meta, creative does most of the targeting. The algorithm finds the people who respond to your message, which means the brands with the most varied, high-quality creative tend to win.
Concepts, not variations
Changing a button colour is a variation. A new angle, such as a founder story versus a product demo, is a concept. Concepts move results; variations polish them.
- Mine reviews and sales calls for motivations
- Write 5–10 new concepts per week
- Produce 2–3 formats per concept
- Test in an isolated campaign with fixed budgets
- Graduate winners to scaling campaigns
Keep a creative library
Tag every ad by angle, format, hook and outcome. After a few months, patterns emerge that make every new brief sharper.