Creative testing budget and rules

Set clear kill, graduate and scale rules for new ads from your target CPA, and check your testing budget is the right size.

Target CPA ($)

New ads launched per week

Total monthly ad budget ($)

Average order value ($)

-Kill: spend with no purchase

-Kill: CPA above, after 3x spend

-Graduate: 3+ purchases at or under

-Weekly test budget needed

Share of your budget for testing (aim for 20 to 25%)

How to use it

Test in a separate campaign so new ads don't steal budget from winners.
Judge on purchases, not clicks. A high CTR with no sales is not a winner.
Refresh, don't replace. When a winner fatigues, change the first three seconds and keep the body.

How much should I spend testing a new ad?

Around twice your target CPA. If it hasn't made a sale by 1.5 times your target CPA, switch it off.

What share of budget should go to testing?

About 20 to 25%, so proven ads keep the majority of spend.

Want the numbers done for you?