Facebook Ad Creative Testing Strategy for Budgets from $500 to $30K Plus Daily

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I was recently talking to one of my inner circle members who’s spending about thirty thousand dollars a day and he was asking me about creative testing best practices.

I’m going to hand down some lessons to you in this blog today from that conversation and from what I generally follow myself as a high-spend advertiser for any kind of high ticket product or service.

I want to be really clear when I say this. I’m going to start off in some ranges. We’re going to talk about what to do sub one thousand dollars a day. We’re going to talk about what to do when you get to about five thousand dollars a day.

And then we’re going to wrap it up talking about what you should do with ten thousand plus dollars a day in ad spend.

We are going to go through those best practices in this blog today. And we are going to talk about the number one ad channel where the most money gets spent, Facebook and Instagram.

We’ll also pepper in some general lessons along the way for YouTube. And a lot of these same lessons are also applicable for good old TikTok, hoping that thing stays around and doesn’t get banned here in America or wherever you live too.

All we talk about on here is hitting million dollar months. Welcome in if you’re new. Every piece of content you’re going to find tremendous value in. Make sure you go check some of those other ones out after you read this one here today.

And of course, if you’re already following along, welcome back. It’s always a pleasure to have you.

Heads up, if your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

Creative Testing Strategy for Ad Budgets Under $1000 Per Day

So again, if you are at one thousand dollars a day or less, here’s what you want to do for that.

First of all, it depends on if you’re just getting started or whether you’re already in motion. I’m assuming that you’re already in motion if you’re reading this.

Even if you’re technically just getting started, this still is going to be applicable for you when it comes to paid advertising.

You need to have a good head on your shoulders when it comes to videos and images specifically. Those are the two main ways that we can test things, videos and images.

Now to be clear, there are a few pro tips that I want to make sure I pepper in that are going to be applicable across the board for all ranges of spend.

How to Use Veo 3 ChatGPT and ARAD for AI Generated Ad Creatives

Number one, AI tools. AI tools allow us to do a bunch of cool stuff nowadays. And depending on what you sell dictates which AI tools might be most applicable for you.

As an example, the newest one that just came out, it’s from Google. It’s called Veo 3.

Veo 3 is awesome. But it’s not really that awesome if you’re not good at prompting.

What we found is you obviously only can create clips up to about eight seconds long currently. And if you mess around with it, you’re likely going to have problems having the same character inside of every piece of content.

So what you have to be able to do is you have to essentially work with other LLMs to be able to create a whole like a director, like a movie director, like a writer, and a producer.

You got to be able to create a whole plot and a storyline. And you got to be extremely descriptive with who the characters are, what they look like, sound effects, lighting conditions, environmental conditions, obviously the script of what’s happening.

There was a guy who just recently he had an ad, I forget the name of the brand, but he had an ad that was so well executed. It was for some gambling site, kind of like Polymarket, but some alternative thing.

And the ad got approved to run during the NBA finals. It was such a good ad.

How did that guy write that, script it? He didn’t just write it up himself. He used tools like Claude or even ChatGPT or even Gemini, as an example using Google’s other variation of LLMs to be able to help create this in the depth that’s necessary for the prompting to actually get Veo 3 to work.

Case Study 2 to 11 Percent Click Through Rates Using Veo 3 Video Ads

We had a different inner circle member, not the guy that’s doing the thirty thousand plus dollar a day testing. His name’s Euan.

And Euan has an offer. It’s a business opportunity where he’s helping people use AI to create PDFs and sell those PDFs online. That’s his business.

Now Euan made an absolutely excellent Veo 3 ad. It was about two minutes, two and a half minutes.

He was getting, listen to this, he was getting a two point two to an eleven percent unique outbound link click-through rate with the Veo 3 ads that he created.

Now whether you’re sub one thousand dollars a day like Euan was in this example or whether you’re at thirty thousand plus dollars a day, Veo 3 and just being able to make a great ad that can have a tremendous impact on your ability to generate low cost per result.

Remember the whole outcome, the whole idea behind the intention behind creative testing is to find winners.

And what is a winner defined to be? What does a winner really mean?

A winner means we have a high outbound link click-through rate, which generates us ideally cheap CPMs and a phenomenal cost per result. Industry benchmarks show that strong Facebook ad campaigns typically aim for CTRs above 1%, while ads that slip below 0.5% are experiencing clear fatigue signals that require immediate creative refresh.

When we have poor click-through rates, unique outbound link click-through rates specifically, we’re going to have a bad time. Our costs are going to be dramatically higher than they’d otherwise be if we had a dramatically higher unique link outbound click-through rate.

So that’s the goal.

I’m going to also give a quick shout out. There’s a whole bunch that you can use, but ARAD has been phenomenal, mainly for high ticket products that are able to leverage like AI UGC creators.

And I want to also give a shout out to ChatGPT if leveraged properly specifically I believe with I think it’s their O4 model or 4O model whatever the current one is at the time I’m making this, they introduced image generation.

It’s the same thing. You can get really poor images out of it or if you’re a prompt expert you have the ability through prompting to get really remarkably good images.

But it’s not super applicable for high ticket services from what we found with images. You can make great images through it.

But we find the people or I should say the businesses that benefit most are the ones who have high ticket products when it comes to images.

When to Use Video Ads vs Image Ads for Personal Brands and Products

So I want to be clear when I say this as an example of your personal brand, right? And you have a person that leads the business.

Generally videos are going to be your best friend. Images can be phenomenal too, but generally you’re going to get the most conversions with the most well-framed people with videos.

If you just have a faceless business and it’s not a person that leads the pack, you should be really good with testing images and videos.

So that’s kind of what dictates your ratio. Some businesses, you can have a fifty fifty ratio in terms of the percentage of which ones are going to work best for you.

Again, if you’re a personal brand business, you can typically see upwards of seventy and thirty where you’re going to have thirty percent of images work well for you and they have a purpose and they have an intent, but you’re going to have a much higher effectiveness at leveraging videos.

Now in almost all businesses and brands, no matter what level you’re spending at, when it comes to making the actual images and content, that’s where most people really suffer.

They don’t have a creative team that they have hired internally in their teams and therefore they don’t have like a repetitive system that’s just constantly churning out creatives.

The goal is to have a creative surplus.

You want to be in a position where you always have more than enough. You don’t ever want to be in a position where you’re running behind ad fatigue.

As an example, if the current creatives that you’re testing are failing, you need to immediately be able to cut that off and launch new ones in place of the poor performer.

But to launch new ones in place of the poor performer, you need to have new ads sitting on standby ready to launch with.

Why You Need Creative Surplus to Stay Ahead of Ad Fatigue

One of the biggest problems that businesses have when it comes to creative testing is whatever they make, they just immediately feel the need to go and launch.

That is a silly way of thinking.

What you have to do with that is again, you have to have the goal of a creative surplus. I want to have so many creatives that even when I have so many creatives already created, I go and create even more creatives to add to the surplus.

Ad fatigue is real. At higher levels of spend, the surplus has to grow. Research confirms that ad frequency above 3.0 for cold audiences signals the danger zone for creative fatigue, with studies showing engagement can plummet significantly after repeated exposures. You understand?

So long story short, you want to be in a position where you’re constantly churning out new stuff.

It’s a great example of that is this exact set of content I’ve made. I’m like three to four weeks ahead right now on my YouTube schedule.

I don’t need to be that far ahead, right? This exact piece is just going to sit there for a few weeks.

A lot of you impatient people out there would feel the need to immediately go post this once it gets done. That’s not how it works.

I want to be in the position where if something happens to me, if I get sick or something or if I just don’t feel like making content on a particular day, I don’t have to.

So when you get the opportunity, it’s like go and intentionally have a schedule. You need a schedule. You need something you could follow that makes it easy to get content routinely churned up and to get images routinely churned up.

And you need to have awareness. Data is what drives creative decision.

You got to be able to reflect on what works and what doesn’t work. And you got to be able to have a look back on what performed poorly and what had a high click-through rate but got poor quality people through.

What had a low click-through rate but got good people through.

And I typically see this work best with people who have strong organic brands. They have strong organic brands because they’ve learned hook iteration.

They’ve learned how to generate attention consistently and well with stuff that they post for free to get reach consistently. And they’ve really mastered hooks.

Hook Body CTA Framework to Create Hundreds of Ad Combinations

The people that typically do best with creative testing are the people who understand the three-step process of what you’re trying to iterate on.

You have a hook, you have the body, and then you typically have the CTA at the end.

All right, these are the three things that you should have a goal to create iterations around.

We had a guy, he joined into the inner circle. He was already at two plus million dollars a month.

And what he did to get to about twelve thousand dollars a day in spend was he kept the same body and the same call to action for a little over two years.

And all he would choose to iterate was the first three to five seconds of the ad. That was it.

He would take the exact same body, the exact same CTA. And this was a guy who’s pushing heavily into cold audiences.

And all he would do was hook iteration. For years, for two plus years, that’s all this man did. And it worked until it no longer worked.

It got him all the way up to about eight thousand dollars a day where he was successfully getting the spend off, but once he got to about that, again, that additional four thousand dollars a day, it really only spun the wheels.

And so I emphasized, I was like, “Look man, I mean, you know, it might sound really simple, but one thing that you clearly need to focus on is iterating this back half of the creative too.”

You need to look back. This guy probably had without exaggeration hundreds of hooks that he could look back and reflect on in terms of cost per conversion, quantity of conversions, and of course unique outbound link click-through rate.

And by looking at those, he could then determine, alright, let me start with these opening hooks and let me change these back half so they come off as new creatives.

Why Facebook Algorithm Punishes Running Same Ads Too Long

This is also a really good time to emphasize something critically important, which is what do the social platforms want?

They want new content and therefore they also want new ads.

What they hate is when you try to run the same exact ad for long durations of time. I won’t sit here and say I haven’t had ads that have ran for years in a row successfully and haven’t fatigued, but that’s not normal.

What’s much more normal is that your ads are going to fatigue after about a few weeks in most instances. Research shows that high-performing ads typically experience engagement drops of 20-30% week over week as they near the end of their effective run, with ad fatigue manifesting through declining CTR and rising costs.

At higher levels of spend, like as an example, once you get to like the five thousand plus a day and you’re in that range of spend, and even ten thousand plus a day, it’s kind of the same thing but on shorter time spans.

The ad fatigue cycle shortens.

So as an example, when you’re sub one thousand dollars a day, you might be able to get away with like three to eight weeks of being able to run the same stuff before you see fatigue.

And fatigue, I want to be clear, that means our cost per result climbs and our result declines.

Fatigue can also look like you have the same cost per result, but you see a degradation in audience quality coming through the other side.

So if you all of a sudden have really poor leads coming through and they’re all unqualified, that could be symptomatic of ad fatigue as well.

And when you have ad fatigue, the solution is you duplicate out that campaign or that ad set that’s fatigued. You ideally pull out all of the images or videos in there and you relaunch brand new stuff in place of it.

Ad Fatigue Timeline by Budget Level from $1K to $30K Daily Spend

There’s plenty of ad fatigue best practices that I cover in programs like my inner circle offer and inside of my master internet marketing community. It’s one of the number one topics that comes up.

Essentially, it just erodes your profitability. It’s one of the number one things that results in a drop in return on ad spend. It’s a huge problem.

It’s absolutely worth you paying to figure out how it works in depth so you never deal with it again and all the best practices that relate to ad fatigue protocol.

The inner circle’s for wealthy people already trying to get substantially wealthier. Whereas the master internet marketing program is tremendous for people who either don’t want to pay me more money because you don’t trust me enough yet even if you qualify for the inner circle or if you’re just sub one hundred thousand a month.

The master internet marketing program is phenomenal for you.

Now to be clear back to my point, ad fatigue at five thousand plus a day or ten thousand plus a day is tremendously faster.

As an example I had a campaign that was at thirty five thousand a day. That campaign was fatiguing every three to four days.

That means every three to four days I had to relaunch the campaign. I had to relaunch the ad sets within that campaign with fresh creatives.

I had to go in there, think about the speed in which most of you wouldn’t even be able to keep up with that. You wouldn’t be able to relaunch it with brand new stuff because you fail to use AI tools.

You fail to be able to film stuff and you fail to have an internal creative department or an agency creative department that’s just constantly keeping you in a creative surplus.

So simply put, the volume of creative, this is what’s really important to understand, the volume of surplus goes up in demand the more that you spend.

The more ad spend, the more creative surplus you need.

All right, so remember, don’t be impatient. You want to be in a position where you got all kinds. Remember, it doesn’t have to be a lot.

It’s like you can go film content. Let’s say you film ten ads. Totally unique, unique hook, unique body, unique CTA.

How to Film 10 Hooks 10 Bodies 10 CTAs for Hundreds of Ad Variations

It’s like most people won’t choose to break these up into pieces. These can be individual components in themselves.

I can film ads where I have ten hooks that I film. Then I film ten bodies. And then I film ten CTAs.

It’s like this combination together. One hook can pair with all ten bodies. All ten hooks can pair with all ten bodies. All ten CTAs.

And I can interchange them like a little set of puzzle pieces.

Right there, if I’m not mistaken, I have hundreds, if not a thousand of individual combinations of creative that I just made as a result of just filming ten hooks, ten bodies, ten CTAs.

I then hand that off to an editor and I tell them what I’ve done and I tell them to mix them in together.

Now watch this. Let’s say I also have an approved B-roll folder. That also then allows me to mix in a bunch of other combinations.

So think about the quantity of combinations I can create if I just have a ton of B-roll on top of ten hooks and ten bodies and ten CTAs.

Now you took one film day and you maximized it.

Even if I have a client that films, let’s just say ten ads, well those ten ads, regardless of whether they followed this process or not, still have these three main components.

They still have ten hooks, ten bodies, ten CTAs. We can still clip those out individually and mix them in together.

We can also do that with every historical creative we’ve had that have worked.

But the point I’m trying to emphasize is these platforms, you never log on to Facebook, Instagram, YouTube, Twitter, LinkedIn, and just see the same exact content every time you log in.

What do you get served every time you log into these things? New content.

So why would you think these ad platforms would want to see anything different from you? Why would they let you just run the same creative for so long?

Why does fatigue occur?

A lot of people think it’s because the people who see the ads got tired of seeing the ads. That’s not true.

It’s the platform punishing you for running the same ads for too long. That’s how it works.

I want to be fair in saying it can still be because the people see it too often. That can absolutely be the case.

But algorithmic creative fatigue occurs far more often than people seeing it too often fatigue ever does in comparison.

How Many Ad Creatives to Test at $1K $5K and $10K Plus Daily Budgets

So anyway, I digress. When you have this combination, and this is really where the differences lay in spend levels.

So if I spend sub one thousand dollars a day, I don’t need a thousand creative assets. That’s far too many.

I might need like thirty to fifty sitting there in my surplus because I’m realistically at sub one thousand dollars a day. I’m realistically going to launch, let’s call it, somewhere between like ten and twenty different ad creatives.

When I’m at like five thousand plus a day, I’m likely going to launch somewhere between like thirty and sixty ad creatives.

When I’m upwards, like the guy who was at thirty thousand dollars a day, I told him, I was like, “Listen, here’s what you’re going to do. Campaign, ad set, within the ad itself, put a hundred individual ads in there and see if it gets unique spend.”

Put like a hundred thousand. Put as an example that thirty thousand a day, put ten thousand a day towards that testing campaign and see if it’s enough to get unique reach between those hundred ads.

If you see a specific set of ads start to see a bias, meaning they get reach and the others don’t, then break it out into multiple ad sets.

So have a campaign and instead of having one ad set, have two with fifty ads and fifty ads. And again, see if we get unique reach between our fifty ads.

And if we still don’t, no problem. Campaign, four ad sets. I’m going to have twenty five, twenty five unique ads.

And I’m just going to keep breaking them out until, and again, it might be smaller than that. Instead of twenty five, I might have even less that I’m going to put into a smaller ad set.

My goal being I’m attempting to get a relatively equal amount of reach.

I want to be very fair in saying not every ad that you launch deserves reach. There will be a point where even if you break it out small enough where there’s like five unique ads in an ad set, not every asset you load into it will get reach.

And that’s okay.

That is a signal to you that although you might really like that specific combination of creative, that doesn’t mean the platform does.

You got to be in the position where you have willingness to detach. I’m not looking for attachment when I’m running ad creative.

I’m just looking for winners.

How to Calculate Your Ad Creative Hit Rate and Winner Percentage

And you got to know your hit rate. Here’s the other super pro tip, and I’m going to leave you with this.

You got to know your hit rate.

So this guy I was talking to that had the thirty thousand plus a day in spend, his hit rate, meaning how many out of his total creatives were winners, he had a six point six percent total hit rate.

Which meant out of a hundred, six to seven would be winners.

Think about that. That means out of a hundred individual ad creatives that this guy’s running, this person’s only going to find six to seven of them that are actually good.

Really think about that. Most people are going to kind of interpret that as poor. But when you know your hit rate, you’re not going to be thinking to yourself, “Oh man, I need to launch ten ads and six of them are going to be good or eight of them are going to be good.”

No, that would actually mean that technically in that scenario, maybe ten fail and you need to launch another ten and then maybe ten out of those fail.

You understand?

If you had a six point six percent hit rate, you’re going to go through a lot of creative testing before you actually find some winners.

And winners are typically then pulled out of your creative testing campaign and put into a winning campaign.

And inside of that winning campaign, you’re obviously only going to have winners. You can have those inside of their own ad set.

You can have a giant ad set full of a bunch of winners now that are now competing against one another.

But typically with your winners, you want to make sure that you actually have a good enough amount of dollars going towards them.

So in most instances, and I’m not going to tell you this, you’re going to pay me to tell you this, how to actually structure the winner campaign.

Because you want to make sure that there’s enough spend going towards the winners once you actually find them, especially when you have a six point six percent hit rate like this guy does.

Ad Creative Testing Summary and Advanced Strategies

So moral of the story, this is a lot of the best practices, but of course, like usual in all my content, I held back a tremendous amount of information from you, and I leave it for my paid programs.

This is still going to be quite helpful to you and very beneficial. I’m sure you pulled enough value to at the very least follow along if you haven’t done so already, and to go check out some of my other content.

Every piece of content is dedicated to helping you hit, or I should say try to hit million dollar months.

The hit rate for million dollar months is sub point one percent of all businesses that are on Earth. The US Bureau of Labor Statistics says that point one percent of any business has a probability to get to ten million a year, let alone the even smaller percentage than that that ever achieve twelve million a year, meaning the big million dollar months.

That shouldn’t dissuade you. That shouldn’t make you feel like it’s not possible. It is possible, just with a really small hit rate of being possible.

But either way, every piece of content is dedicated to taking the lessons of businesses that have been there, done that.

By the way, this specific set of lessons that I covered with this guy that was spending thirty thousand plus a day, he’s clearing about three million plus a month right now on that spent.

Phenomenal return, phenomenal results.

Creative testing at scale isn’t about throwing stuff at the wall randomly. It’s a systematic process that changes dramatically as your budget increases.

At sub one thousand dollars a day, you need thirty to fifty creatives in surplus, launching ten to twenty at a time.

At five thousand plus a day, you need more volume, thirty to sixty live creatives with a bigger surplus backing them up.

At ten thousand plus and especially at thirty thousand a day like my inner circle member, you’re breaking campaigns into multiple ad sets with twenty five to a hundred ads each, testing aggressively to find that six to seven percent of winners.

The platforms want new content. They punish you algorithmically for running the same ads too long. Ad fatigue at thirty five thousand a day happens every three to four days.

That’s why the creative surplus matters so much. That’s why the hook, body, CTA framework lets you create hundreds of combinations from one film day.

That’s why AI tools like Veo 3 and ARAD and ChatGPT image generation are game changers for volume.

Master your hit rate. Build your surplus. Break your creatives into modular components. Feed the algorithm what it wants.

Do that and you’ll find your winners faster and scale them harder than anyone still trying to run the same three ads for six months straight.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks — covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

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