Ads — capability
Testing the offer,
the hook, the creative
Ads — Offer, hook and creative testing
Three things decide whether paid media works, in this order: the offer, the hook, and the execution. Most accounts test the third and leave the first two untouched — which is why they plateau. We test them in order of leverage, one variable at a time, on a schedule.
What’s included
What you are
actually buying
Everything below is part of the scope as standard. Anything outside it is quoted separately and named before it is started, so nothing arrives on an invoice that was not agreed first.
Common questions
What people ask
about this
Fewer, better-differentiated concepts beat twenty near-identical variants. Three to five genuinely different ideas per cycle is usually right — different enough that the result tells you something about what the audience responds to, rather than about a button colour.
Until enough conversions have accumulated to distinguish signal from noise — typically one to two weeks at a reasonable budget, and longer in low-volume categories. Calling a winner after two days at nine conversions is the most common self-inflicted wound in paid media.
More in ads
What we run,
and what we hand over
Offer, hook and creative testing is one line of a ads brief. These are the rest — take one of them or the whole scope.
Offer, hook and creative testing — the next step
What would it
take for you?
Send the situation, the date and whatever has already been tried. You will get a straight read on scope, sequence and cost from the person who would do the work — not a template proposal.