← The Vault
Framework · Creative
Creative Testing Rules
Most accounts don't fail for lack of good ads. They fail because good ads get switched off too early and bad ads run too long. These rules take the emotion out of it.
The rules
| Rule | Threshold |
|---|---|
| Kill | 1.5x target CPA spent with no purchase, or CPA above 2x target after 3x target spend |
| Keep testing | 1 to 2 purchases under 1.5x target CPA |
| Graduate | 3+ purchases at or under target CPA |
| Scale | +20% budget every 3 days while CPA holds |
| Refresh | Frequency above 3, or CPA up 30% week on week |
What to test, in order
- Angle: the message (problem, proof, founder, comparison). Biggest impact.
- Hook: the first three seconds. Same body, new opening.
- Format: video, static, carousel, UGC, voiceover.
- Offer: bundle, gift, guarantee. Only after you have a winning angle.
The weekly creative mix
- 2 founder or brand-led ads
- 2 customer or creator videos led by a problem hook
- 1 to 2 iterations of your current best ad
Generate starting angles with the ad angle generator.
Work with us
Want this done for you?
We implement these frameworks for ecommerce brands every week. Book a call and we'll tell you where to start.
30-MINUTE STRATEGY CALL · NO OBLIGATION · GROWTH WITHOUT GUESSWORK™