The Ultimate Guide to Creative Testing Strategy in 2025

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is all about creative testing strategy but in video format.

Pollen allergies held me back to send this yesterday but today I thought about pushing it to my best readers (yes, not everyone is getting this email).

I’ve upgraded my thoughts about creative testing. Marco and I shared everything about creative testing.

This is necessary you should figure out before BFCM so you can double down to what you learned.

We discussed:

• Creative Testing and Its Importance

• Approaching Creative Testing: Mini Guide & Frameworks

• Message Testing as a Precursor to Creative Testing

• Headline and Concept Creation

• Testing Structure and Methodologies

• Learning from Testing: Reporting and Client Communication

• Sourcing Creative Ideas and Angles

• Structuring Ad Accounts for Testing

• Quantity vs. Quality of Creatives

• Metrics to Track During Creative Testing

• Iteration Strategies for Winning Creatives

• What to Do When Nothing Works

• Common Mistakes in Creative Testing

• Pushing Beyond Surface-Level Creativity

• Dynamic and Flexible Creative Ad Campaigns

Key takeaways from the video if you’re curious:

After managing $500,000/month in ad spend for 5 years, here's what I've learned about creative testing:

Most people do it wrong because they put all ads in one place and don't learn anything.

The framework that works:

1. Start with message testing

• Test simple images with different headlines

• Group messages into 6 categories (persona, outcome, jobs to be done, pain points, etc.)

• Find winning messages before investing in expensive video

2. Organize your testing properly

• Create dedicated testing campaigns

• Each adset tests one concept, format, or hypothesis

• Document what you're learning, not just what's winning

3. Look at the right metrics

• Focus on leading indicators: cost per click, landing page views, initiate checkout

• Don't obsess over vanity metrics like hook rate

• Give creatives enough time (14+ days) before deciding

4. Mine these goldmines for creative ideas:

• Founder interviews (they know more than ChatGPT)

• Customer reviews and comments

• Competitor analysis (be inspired, don't copy)

• Reddit discussions about the problem

5. When nothing works:

• Test different creators with the same script

• Try new formats with winning messages

• Focus on what you learned, not just what won

The real value in the video is showing the frameworks, ad account structures and how we approach it.

The biggest insight I've discovered: founders are a goldmine if you use them right. They've been taking sales calls for years and know exactly what resonates.

Document everything for your clients. Show them what messages won, what failed, and what you learned - this builds trust and proves your value.

These 42 minutes should help you improve your ROAS, guaranteed.

Check this video

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Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

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