How we test ad creative in 14 days.

Days 1 to 3: one idea, several versions

We start with one message and design three to five versions of it. Each version changes one thing: the image, the headline or the format. If everything changes at once, you learn nothing.

Days 4 to 10: let it run

Every version gets the same budget and the same audience. We don't touch them for a week. Early results swing a lot, so stopping on day two usually picks the wrong winner.

Days 11 to 14: keep the winner, make the next round

We look at cost per lead or sale, not likes. The winner keeps running. Then we take what made it win and design the next round around it.

• Change one thing per version.
• Same budget, same audience.
• Judge on cost per result.
• Feed the winner into the next test.