Paid Media
January 22, 2025
6 min read
How to build a creative testing system that compounds
Stop shipping random ads. Here's the system we use to make creative the most reliable lever in your account.
Marc Lefevre
Creative is the single biggest lever in modern paid media. Yet most teams treat creative production as ad-hoc. The teams that win build a system: a hypothesis bank, a weekly production cadence, a testing framework, and a tagging taxonomy that lets them learn across hundreds of variants.
In this post we walk through each component, share the templates we use with clients, and show how a $500k/month brand applied this system to cut CPA by 38% in eight weeks.
