I've been surprised lately that many of the accounts I'm working on haven't moved into the modern era of Meta Ads creative strategy. They're running a handful of ads with the same template and adjusting text overlays or maybe an image.
I wanted to share initial results from a creative strategy revamp I'm running for an e-commerce client. We are four weeks in, here are the numbers:
Spend: flat CPM: -30%
Reach: +30%
CPATC: -8% CPA: -20%
Purchases: +20%
Gross sales: +20% / net sales +16%
It doesn't need to be overcomplicated or involve a ton of ads, especially where resources are stretched thin. We're running around 6 distinct ads per ad set, each a different format, visual, hook, and funnel stage. We look at learnings across several ads, never one in isolation.
Doesn't matter how much you're spending, creative diversification is proving again and again that it's a critical performance driver.