Why Creative Matters More Than Targeting in Meta Ads

Meta's ad algorithm has matured significantly on the targeting side in recent years. That makes the most powerful variable left in the advertiser's hands clear: creative.

How do you start creative testing?

Rather than launching a campaign with a single video, starting with variations that tell the same message from different angles delivers healthier results.

You can't optimise what you don't measure

Watch time, click-through rate and cost per conversion should be tracked separately for each variation.