Stop Over-Indexing on Creative Volume

Yes, we’ve all heard it.

“Creative is the new targeting.”

“Ad performance lives or dies by the creative.”

And to be clear — they’re not wrong. But somewhere along the way, the message got distorted.

Now every brand thinks the answer is volume:
50 creatives a week. AI-generated slop. Toss it all into Meta and pray something hits.

After auditing dozens of accounts and managing $10M+ in Meta spend last month, here’s my honest take:
Creative testing is broken — and more volume is not the fix.

Almost every account we look at is testing too much, too chaotically, and with no real structure to pull learnings. Everyone’s worried about ad fatigue, but no one’s stopping to ask:
Are we actually learning anything useful from what we’re testing?

If you’re just throwing 200 assets into a single ASC campaign, you’re not testing. You’re guessing.

We’d rather launch 20 creatives a month if it means we’re:

• Holding variables constant

• Testing one thing at a time (hook, format, offer)

• Matching testing structure to campaign objectives

• Pulling clear insights to iterate

It’s not sexy. It’s not scalable by AI. But it works.

The truth is, strategy beats slop at scale every time.
And the most sustainable brands we work with know this:
It’s better to run great creative testing than just run a ton of creatives.

If you’re feeling burnt out trying to keep up with the creative volume game, maybe the answer isn’t doing more.

It’s testing smarter.