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Scaling on Facebook in 2023 with Ad Creative

Scaling on Facebook in 2023 with Ad Creative

Last Updated:  
March 18, 2024

Scaling on Facebook has increasingly become more challenging over time. Read on to explore my tried-and-true process for scaling on Facebook using ad creatives, along with some examples of creatives to test!

Getting Started: The State of Facebook Ads in 2023

When Facebook ads were first introduced, advertising was a breeze. Facebook had access to everyone's data and could pinpoint the ideal person to purchase your product. However, with the advent of iOS 14, media buyers have had to adapt their ad buying strategies.

One of the most frequent pieces of advice I share with potential clients during sales calls is that creative is their BIGGEST lever. Many people remain rooted in the outdated mindset that having technical skills as a media buyer is all it takes to scale an account. These days, the visual and text content of your ads can make or break their performance. Today, I'm going to share my tried-and-true process for scaling on Facebook using ad creatives, along with some examples of creative types to test. So, buckle up and get ready to level up your Facebook advertising game!

Step 1: Assess Your Past Ad Performance or Start Fresh

Before you begin working on your ad creatives, it's essential to know where you stand. If you have data on which ads have performed well in the past, start there. Analyzing your past ad performance can give you valuable insights into what works for your audience. However, if you don't have any data, don't worry! You'll need to come up with new ad concepts, throw some ideas at the wall, and see what sticks.  

Step 2: Create Ad Variations

If You Have Past Data

If you have data on top-performing ads, it's time to create variations of those ads. Iterate on your best performers by adjusting elements like the 3-second hooks, the headlines, or visual elements. This will help you find out which elements contribute to the ad's success and enable you to optimize it further.

If You Don't Have Past Data

In case you don't have past data to rely on, you'll need to start testing new ad concepts. Don't worry, though; I'll share some creative types to test later in this article. This will help you identify the best-performing ad concepts for your target audience.

Step 3: Test Your New Ad Ideas

Once you've created your new ad variations or concepts, it's time to test them out. Launch your ads on Facebook and monitor their performance. Remember, the goal here is to identify the best-performing ad creatives, so be sure to track the relevant metrics, such as CPA (Cost Per Acquisition) & ROAS (Return on Ad spend). Note: for some brands, these are not the north star KPIs. 

For more information on which Facebook metrics you should be reviewing for your brand, check out this article.

Step 4: Eliminate Low Performers

After running your ads for about three days -- which should be enough time to collect some conversion data -- start analyzing their performance. Turn off the lower-performing ads, and focus your efforts on the ones that are delivering results. This process will help you optimize your ad spend and increase the overall effectiveness of your Facebook advertising campaigns.

Step 5: Learn from Your Best-Performing Ads

Now that you've identified your top-performing ads, it's time to start iterating on them. Adjust the hooks and other elements, and try to understand why they performed well. Once you know why an ad performs, you'll begin to scale. Keep a performance tracker to record your learnings and ensure that you apply these insights to your future ad creatives.

For example, let's say you run three ads, each featuring a different fruit (apple, watermelon, and blueberries) and color (red, green, and blue). If the green and blue ads perform well while the red ad doesn't, you'll need to figure out whether it's the color or the fruit that's making the difference. This is where you can get "scientific." Try testing a red ad with a watermelon and see if it performs. If it does, then it's probably the fruit, not the color, that's driving conversions.

Remember to record this info and use it to refine your ad creative strategy. Consistently learning from your best-performing ads will help you make more informed decisions and scale your Facebook advertising campaigns effectively.

Examples of Creative Types to Test

Ready to start testing new ad concepts? Here are some creative types that can help you capture your audience's attention and boost your ad performance:

User-Generated Content (UGC)

  1. Before & After: Showcase the transformation your product or service offers, highlighting the dramatic change or improvement it can bring to customers.
  2. Unboxing: Create a video of someone unboxing your product, emphasizing the excitement and satisfaction of receiving and opening it.
  3. What I Ordered vs. What I Got: Compare the expectations set by your ads or product images with the actual product delivered, demonstrating its quality and authenticity.
  4. Reply to Comment: Address a customer's objection or question about your product by creating a TikTok-style video that shows a screenshot of their comment in the upper left or right corner. Then have a member of your team or an influencer reply to that comment with a juicy video.
  5. Why I Chose X Over (Competitor's Name): Share a customer's story of choosing your product over a competitor's, highlighting the reasons behind their decision.
  6. Stop Wasting money At/On (Competitor's Name): Encourage potential customers to switch to your brand by pointing out the advantages of your product or service over a competitor's.
  7. 5 Reasons Why: List the top 5 reasons why your product or service is the best choice for potential customers.  It doesn’t need to be “why it’s the best”, though.  You could literally say “Top 5 reasons this dog food makes my dog smell less”  Use this as a chance to focus in on some of the product’s benefits.
A screenshot from a Litter Robot ad featuring the reply-comment creative strategy.

Static Images

  1. The Press Screenshot: Display any press coverage, awards, or accolades your product or service has received.
  2. The Testimonial Screenshot: Feature a glowing customer review or testimonial, showcasing the positive experiences of real users.
  3. The Feature Pointer: Highlight a specific feature or benefit of your product by using arrows, circles, or other visual cues to draw attention to it.
  4. List The Benefits: Create an image that lists the key benefits of your product or service, making it easy for potential customers to understand its value.
  5. 5 Reasons Why Listicle: Design a listicle-style image that highlights the top 5 reasons someone should buy your product.
An example of a static UGC ad from Mad Rabbit Tattoo employing multiple of the aforementioned principles.

Pro Tips for Maximizing Ad Creative Performance

Finally, here are some pro tips to help you get the most out of your ad creatives on Facebook:

  1. Leverage Social Proof: If you have positive customer comments and reviews, use them in your ad creative! Social proof can be a powerful persuader, making potential customers more likely to trust your brand and purchase your product.
  2. Get Inspiration From Other Sources: Platforms like can provide you with creative inspiration for your ads. Alternatively (and a shameless plug) consider signing up for a service like Nomad Marketer Collective, which sends you Facebook and TikTok ad creative ideas & tips to help you stay ahead of the curve.

Final Thoughts

Scaling your Facebook ads doesn't have to be a daunting task. By following the process outlined in this article and testing various creative types, you can optimize your ad performance and boost your results. Remember to continuously learn from your best-performing ads, iterate on your ad creatives, and keep track of your insights to ensure ongoing success.

REMEMBER, Facebook advertising isn’t rocket science!  

Looking for some help measuring, visualizing, and optimizing your Facebook Ads? Start with a free demo of Triple Whale today.

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