Blog / Paid social
The creative testing system behind 30 Meta ads a month
Tom Hale
· 7 min read
In this article
Why creative is the new targeting
The weekly rhythm
How we pick a winner
Most brands do not have a targeting problem on Meta. They have a creative problem.
Why creative is the new targeting
Meta's algorithm now does most of the targeting for you. What it cannot do is make your ads interesting. When the same four ads run for months, costs climb and reach shrinks.
The weekly rhythm
Every Monday we launch a fresh batch of ads built from customer reviews, creator footage and new hooks. Every Friday we review results and move budget.
Pull hooks and objections from reviews and support tickets.
Brief creators on three angles at a time.
Launch at least six new ads every week.
How we pick a winner
An ad wins when it beats the account's cost per purchase for seven days on meaningful spend. Anything else is a lucky week, not a winner.
Tom Hale
Head of Paid Social at Tidemark. Runs creative testing for brands spending up to £500k a month on Meta and TikTok.
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