Playbook
Create better ads
Set up a structured creative testing process that compounds your learnings so every new ad performs better than the last.
Introduction
I've tested thousands of ad creatives since I started running paid campaigns in 2011. The biggest shift in my results came when I stopped guessing what would work and started testing systematically. You've already mapped your channels and you're getting impressions. But impressions without clicks are just noise. The difference between a 0.5% and a 2% click rate is not luck. It's the hook, the visual, and the format working together to earn attention in a feed full of distractions. This playbook shows you how to test your creative the way I do it. Which angle resonates with which audience, whether video beats static, and what kind of opening line actually gets people to stop. You'll build a library of proven creative that you can reuse and improve over time, instead of starting from scratch every campaign.