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Facebook adsTape 051▶ 05:1229 Apr 2025
Why creative testing decides long-term Meta ads success
Volume creates repeatable winners
Jude Cornish, CCO & co-founder✓£2,000 to start, then nothing until your first deal.
The short answer
Creative testing decides long-term Meta results. Record around 100 ads, for example ten hooks and ten content sections combined in different ways, so when a winner emerges you already have similar variants ready. One ad is not a strategy. Let data, not emotion, show what works.
Today I want to talk about one of the biggest factors in long-term success with Meta ads.
Creative testing.
Yes, you can pull your phone out, record one video, put it live, and see what happens.
I’d actually encourage you to do that.
But if you want consistency, scalability, and control, one ad isn’t a strategy.
When we do this properly, we’re not recording one or five ads — we’re recording closer to 100.
That doesn’t mean 100 completely different ideas.
It usually means a defined set of hooks and content blocks, mixed and tested systematically.
That volume gives you options.
When a winner emerges — and one always does — you’re not stuck trying to recreate it from scratch. You already have near-identical variants ready to go.
This video explains why creative testing matters, how it actually works in practice, and why relying on “gut feel” is usually where accounts stall.
For context, this video was originally recorded on 5 December 2024, views & strategies may have changed since.
Full transcriptRead the full transcript2 min read · 392 words · open ▾
▶ 0:00Cool, so today I'm going to talk about one of the biggest factors to the success over the long term of a Meta or Facebook and Instagram ads campaign, okay? And that is creative testing. By all means, you could literally just get your phone out, record one video and put it live as an ad and see what happens. Great. Like, I would encourage you to do that, like, see what happens.
▶ 0:20But if you really want to do this properly and have the utmost likelihood that it's going to work for you, then you want to record 100 ads. 100 ads or more, okay? And that's very feasible, actually, because that's actually only 10 hooks and 10 main sections and you're swapping and changing different ones. Obviously, that's an oversimplification, but it's kind of just, right?
▶ 0:44So you want 100 ads because you want to put your £300 a day budget into Meta and you want to put 5 to 10 creatives in there and see which ones work the best. Now, when one inevitably comes out on top and actually is a bit more of a standout winner and is generating leads for far lower than any of the others, which often happens, you should hopefully have in the other 90 that you recorded a load of similar ones that follow the same structure, have the same hook, or you maybe put the hook in with a different main content section.
▶ 1:15Maybe you decipher that the hook is working really well, so you just put it with all the main content sections and all the social proof and the CTAs and then bang, bang, bang, bang, bang, bang, you suddenly have 10 high-performing ads rather than just one. And that's why it's really important that you basically do creative testing and that you have an ad campaign structure that allows you to test effectively with certain rules in place and that you don't go off in motion and that you just purely see what the data tells you for each creative, which is what Joe is great at and I'm a terrible at.
▶ 1:46So yeah, the next time you do a shoot or anything like that, get more than you think you need, get loads of different angles and then see which ones work better and double down. Bosch.
Is your area still open? A few installers per area.
Five quick questions, then pick a time with Ben. Thirty minutes on where you're losing sales, and what we'd run instead.
✓£2,000 to start, then nothing until your first deal.