The Meta Ads playbook we use for every client

Paid social has changed. Targeting options have narrowed, and the algorithm now does most of the audience work. What’s left for brands to win on is the one thing the algorithm can’t make for you: the creative.

Creative is the new targeting

We treat every ad as a hypothesis. Different hooks, different faces, different formats — each speaks to a different slice of the audience. The more distinct the creatives, the more the platform can find the right people for each one.

How we structure testing

1. Test hooks first. The first two seconds decide most of the result, so we test openings before anything else.
2. Then formats. UGC, founder-led, product demo, vox pop — each earns its place on data.
3. Then scale what wins. Budget follows proof, not opinion.

The metric most teams ignore

Click-through rate and cost per result matter — but we watch hold rate: how many people keep watching past the first few seconds. A strong hold rate tells you the creative is genuinely connecting, and it usually predicts results before the conversions arrive.

Feed the machine

Ad accounts get tired. Fresh, distinct creative every few weeks keeps performance steady — which is why our content and performance teams work as one.

Want a second opinion on your ad account? Get in touch.