How to Setup Creative Tests in Meta Ads

If you’re testing Meta ads like you did last year, you’re leaving money on the table.

Today, I’m breaking down the exact framework we use to test hundreds of ads every month, without blowing the budget or tanking performance.

Start With Hypothesis

Before jumping into Ads Manager, define what you’re testing. Whether it’s a new concept, angle, messaging or creator, establish a clear hypothesis on why it should perform better.

Bigger swings lead to better results, so instead of micro-testing small elements, focus on bold variations and tests that can significantly improve your ad performance.

Watch my latest YouTube video where I break down how we scale ecom brands with our simple winning UGC ad formula after creating thousands of ads and spending millions on paid media.

What Should You Test First?

When starting, rapid concept testing is the best approach.

Rather than focusing on messaging, test different concepts first, because if your ad doesn’t stop the scroll, the message won’t matter.

Some of the most effective creatives include callouts as hooks, problem/solution hooks, before and after visuals, UGC testimonials and even "ugly" ads, which can outperform polished ads.

How to Setup Your Creative Testing System

Set up a dedicated creative testing campaign to keep results clean and actionable, avoiding performance disruptions in existing campaigns.

Use a broad audience for scalability. If a creative can’t convert broadly, it won’t often scale effectively.

Run 2-4 variations per test, focusing on bigger swings in messaging, angles, and formats rather than minor tweaks.

The goal isn’t just to test randomly but to build a structured system where each test refines, optimizes, and feeds high-performing creatives into your main campaigns.

I don’t recommend adding new creatives into a campaign or ad set that’s already performing.

It could mess with results and Meta might not even allocate spend to your new ads. Keep them separate.

If you’re spending over $10,000 a month on Meta ads for your e-commerce or SaaS business, we’re here to help you optimize your ad performance and scale your ads profitably. Apply to work with us here.

What Budgets to Start With?

In 2025, you need at least $50-$100 per day per test to get meaningful results.

If a creative shows strong performance after 3-4 days, scale it up by 20% to test its potential. If it flops, cut your losses and move on.

Weekly Review

Here’s what you want to analyze after each test:

1. Analyze what worked and why (Hook? CTA? Format?)

2. Apply that learning to future creatives

3. Keep testing your insights with new iterations

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here. Our clients include brands like For Wellness, Frido, Scribe, and others. We’ve likely worked with businesses in your niche.