Creatives
Creative testing allows you to find new pockets of people on Meta toso you can scale. Testing multiple headlines with multiple formats gives Meta the ability to find these new pockets.
"So I think that's a really important point actually that you make is that creative testing also allows you to find new pockets on meta. For example, if you're using Meta as your main acquisition channel, it allows you to pockets that otherwise the old creatives you wouldn't have found. The creative does a lot of the targeting, right? But the creative isn't speaking to that audience. It's not going to get any spend or any results there. So with your 80 headlines and with multiple different formats you're testing, you're giving meta the ability to find a new pocket to spend into and to get you the ability to go from 200k and spend to maybe 500 or cut your CPA, whatever it might be."
Creative Testing Strategy Masterclass in 2026 at 11:50 · Featured in Growth Gems #128
Creatives
Go through your Meta ads' comments and try to come up with a UGC mashup based on them. Look at what people are commenting and used that for your creative angle.
"Outside of just going through the historical data, we usually try to come up with a UGC mash up based on the comments that we see on the Facebook ads. So let's say. For example, we're selling um rubber bands for your Apple Watch and you've been running ads previously. We will go through your ad account, look at what people are commenting, whether it's about quality, whether it's durability, whatever, whatever it might be, and then we will use that angle to come up with a UTC mashup to test it quickly and affordably."
Creative Testing Strategy Masterclass in 2026 at 3:49 · Featured in Growth Gems #128
Sylvain's take: Aazar shared that this also helps you understand what people’s objections are and enables you to address these objections in a creative. You can also leverage customer reviews and Reddit (he mentioned the giga brain).
Creatives
Common mistakes:
- Not doing creative strategy
- Not learning enough from creatives (tracking which creatives won and why)
- Not enough people in the team knowing the ads that you're running
- Being limited in creativity
"First of all, not doing creative strategy. That's the number one. The second thing is that um not learning enough from their creatives. They they don't learn. They don't have a learning mindset. They don't have like tracking mindset that they don't track exactly which creative one and why.In creative testing actually a lot of time when you start running ads especially you want to please the client. We don't start tracking it and that's kind of mistake on our end but like we eventually start doing it. The fourth thing is that which I see is that as you said common common grooming but I also see like not enough people in the team know about what you're running. So at least if the sales team is is there they should also know about it what you're running. Um, I think the most important thing that I've seen like in terms of creative testing is that they're just short on ideas and they're not just creative enough and they're just ripping it off and um, that's what I've seen a lot in creative testing and I I wish more people won't do that and like really come up with the thoughtful way of doing it. So like really going through a structured approach sometimes in the ad account it doesn't allow you if you don't have a lot of budget but mostly if you go through a structured approach you can confidently say okay. This is why this is what is our positioning. This is why these creators are working and this is what our audience needs and how can we do more of it. Yeah so limited in creativity is actually the biggest problem in creative testing.I"
Creative Testing Strategy Masterclass in 2026 at 36:17 · Featured in Growth Gems #128
Creatives
Don't only focus on iterating on your winning ads and never testing anything new. 80% of your creatives should not be on the same concept.
"Just testing the same thing over and over and over and over again is a big problem that we see. So, they'll see. They have this one winner, especially if they're a solo founder or they're a smaller marketing team, they'll double down on the one thing that has worked for them and never test anything new. Again, let's use this watch band as an example. Let's say the best creative that they've had isn't us versus them. If we then do an audit, we'll see that 80% of their creative tests are us versus them, but they'll just test it. Instead of Teimu, they'll try Amazon or they'll try a different competitor brand or they'll say like really far-fetched out there ideas that have nothing to do with it. They'll just stick to that format but not test different angles, different formats, different uh psychological concepts."
Creative Testing Strategy Masterclass in 2026 at 35:22 · Featured in Growth Gems #128
Creatives
Look at the past winners which were previously turned off and relaunch those into a single or two ad sets and see if it's worth re-running them.
"we will look initially at what winners were previously turned off and then we will relaunch those into a single or two APU to a single or two assets and just label them winners and see if we will rerun them."
Creative Testing Strategy Masterclass in 2026 at 3:28 · Featured in Growth Gems #128
Creatives
Do comment grooming on your ads by:
- Cleaning out negative comments
- Replying to positive comments
"Another thing that I'll notice is not doing comment grooming on creative testing. Creatives in particular, we've noticed that there's a lot of times that those get missed. Common mistakes as well is what is comment grooming? So, making sure that you clean up the comments. If somebody's commenting negative or positive, it said reply to comment, things like that."
Creative Testing Strategy Masterclass in 2026 at 35:22 · Featured in Growth Gems #128
Sylvain's take: Guess what tool ALSO allows you to easily go through your Meta comments? AdManage. Get a demo here (and a discount if you move forward).
Creatives
Dynamic ads ("Flexible") can work but it's very hard to know what's working or not. If you use that, group by ad sets with ads that have similar concepts to at least get some directional idea of what performs.
"We have one account where we're running dynamic flexible. Right is what it's called now and we're blind um. It's working. I just don't know what specific is working or why. Um, so generally speaking, out of the out of all of the ads that we're running right. Now, one is using dynamic um, creative testing. And the way that we're making it work is by combining angles that are similar to each other or concepts that are similar to each other by adsets. And then we can kind of tell, okay, the us versus them format is working or the XYZ format is working. And so or the XYZ angle is working. It's the only way that we've managed to make it work."
Creative Testing Strategy Masterclass in 2026 at 41:45 · Featured in Growth Gems #128
Creatives
Not giving the creatives enough time to spend is a common mistake: a lot of people turn a creative off after 2-3 days.
"Not giving the creatives enough time to spend is a big one. I noticed a lot of people will say after 2 three days. The creative is not working so they'll turn it off. I've noticed that a lot especially in audits."
Creative Testing Strategy Masterclass in 2026 at 35:05 · Featured in Growth Gems #128
