How To Test Facebook Ads In 2025

I spend over a million dollars a month

on Facebook ads for my clients my

advertising agency and this is exactly

how we test Facebook ads in 2025 so this

is just one of our accounts right here

and we have one campaign per country for

this particular account we don't do a

separate testing campaign and a separate

skelling campaign we just do one

campaign that both take place and I'm

going to show you how it's all

structured and then I'm actually going

to show yall of how like actually go and

put it together inside of an account so

just going to show youall real quick see

campaign right now we've been able to

scul about $3,000 A Day In AD spin for

this particular client and then if I

open up that particular campaign we have

a bunch of AD sets and each ad set is

one flexible ad with three creatives two

copies and two headlines again I'm going

give you all examples of both video

creatives and both image creatives and

we're actually going to build those

together inside of an account I just

want to first show youall the overall

structure of things and all we do is we

listen to Facebook and allow Facebook to

tell tell us what creatives will scale

now

Facebook has a prioritization of

entertaining its customers not us not

the people that spend money on Facebook

but people who actually go ahead and

just sit there and doom scroll all day

so it spends a fuckload of money on the

ones that get much more engagement than

the others and engagement is a byproduct

of an ad getting more spend so when you

put an ad out there and Facebook starts

seeing a lot of people clicking on ad

and engaging with that ad it starts to

spend a lot more money on that and

typically I'd say nine out of 10 times

the ads that get a lot of Engagement and

a lot of spin are all winning ads with

really good cost per purchase and those

are the ads we just leave on like this

and all we do to scale that campaign is

just go ahead and increase the budget by

20% a day as long as we're hitting our

overall cost for purchase goal that we

need to in that particular campaign so

when Facebook doesn't spend money M on

those adsets for example these are some

new adsets we recently launched it

barely spent any money and created

little to no impact in overall cost for

purchase so we'll be turning those off

today we'll be launching new ones cuz

they've been running about 7 days so

basically I just let it run for about 7

days and I give it Facebook an

opportunity to spend on it for 7even

days and if Facebook doesn't spend on it

I turn it off now if Facebook spends a

lot of money on it and it negatively

impacts again n out of 10 times it

doesn't negatively impact but there's

always about that 10% chance that

something take overall Spin and actually

does worse all we'll simply do is turn

that off before the 7 Days depending on

how bad it hurts performance and then as

mentioned again we're just doing one

flexible ad per ad set with three videos

or three photos and that's all we do and

I'm going to go in into an account and

actually show y'all specifically on how

to set this up now before I actually set

this up we have to get our creative sh

so I want to show yall uh two examples

I'm going to show you an example of a a

photo ad and I'm going to show you an

example of a video ad because there's a

there's a lot of people that are like

well Nick you can't see what winning one

isn't a flexible I'm like yo I literally

do not give

a and the reason behind this is because

all of my videos or all my photos in

that particular flexible ad test are so

similar that I don't even care which one

takes overall spin because I know in

general what concept we put together so

for example here's a video and you I'm

not going to play the whole thing but

overall this video it starts off with

how this comy leak proof underwear end

it my $200 pad Nightmare and it just

goes over of like this girl telling her

story and stuff like that key difference

here is when we do a video all we change

is the visual hook which is what's

visually displayed in the first couple

of seconds so I got three videos here

all exactly the same just a slightly

different visual hook and then that's it

so the text Hook is the same the only

difference is the visual hook and here

we go last video how this comfy boom so

same thing so we have three videos all

exactly the same just a different visual

hook so I know the hook we use for this

concept which is how this comfy leak

proof underwear in them that's the thing

I'm testing for right there so I know in

general if 118 takes off and is a

winning ad I know what is like actually

working there now let's look at it from

a photo standpoint

best underwear that doesn't leak boom

best underwear that doesn't leak boom

best underwear that doesn't leak all the

same just slightly different visually

shown again me knowing which one of

those Works still doesn't help me with

anything cuz I know the overall concept

that worked I just don't really care to

a smaller level of what visual worked

and why do I not care because and all of

our accounts that we're scaling and

we're spending a lot of money on all all

of our concepts are visually

significantly different so like for

example if this concept works for this

account how this comy leak proof

underwear ended my $200 pad nightmare

like I'm never doing it again why

because in all of our accounts if I just

go sit there and just keep doing this

over and over and over and over it's not

going to create me any new net new

positive creatives so I like to keep

testing big swings every time I'm in an

account because it increases my chances

of finding a winning at a significantly

higher rate than me just sitting there

and doing okay well let's do how this

confid leak proof underwear end that my

$200 pad nightmare let's do $100 pad

nightmare instead of $200 and do

everything the same like that's such a

little test and I've just never really

seen success with it so for me I want to

consistently look at the big swings in

the account so if if I know this works

cool great let's move on if it doesn't

work cool that's great let's not do that

again and move on like both both ways

I'm moving on it's just simply Gathering

da of whether it worked or not and all

of this came from research now I want

yall to understand that before I show

you how to set this up

because like you need to understand all

of this because if not you're be like

well Nick how do you see which flexible

ad it works I do not give a [ __ ] that's

long story short because it doesn't help

me at all it doesn't help me really to

further advance and scale the account so

let's just go ahead and set this up

let's go create let's do sales campaign

cuz most of y'all are sales I have a lot

of success with this strategy doing

leads I've also had a lot of success

with this when purchases so either way

it works we can do a manual sales

campaign I like a manual sales campaign

because Advantage shopping plus campaign

you can only create one adset so you

can't create multiple adsets in there so

hit continue name your campaign whatever

you want I like to do either one product

or one product category per campaign and

I also like to do one country per

campaign so for example if I'm targeting

USA and I'm also targeting Germany I'm

going to do a USA campaign and a Germany

campaign if I'm you know promoting my

inner circle program I'm going to have

that is a designated campaign because

that's a $1,000 a month program if I'm

promoting my ebook that's going to be a

campaign by itself so I do one product

per campaign or one product category now

the reason I say product category is

because let's say I have a a clothing

brand and it has a ton of t-shirts all

around the same price point then I'll do

one campaign for all those t-shirts and

I'm just going to promote the top two or

three best sellers in I campaign let's

say I have a clothing brand and I have a

men's collection and a female collection

I'll have one campaign designated for

female and one campaign designated for

mail so just to quickly clear that up

real quick about campaign structure and

strategy it's one campaign per business

objective so that just kind of brings a

little bit more detail of what that

objectives look like so just going to

call this test because I'm not keeping

this live turn off catalog uh Advantage

campaign budget we're going to turn that

on I always like to start off my

campaigns at $100 today I'm never

turning this campaign off I'm going to

keep testing creatives and landing pages

and offers for this product and make it

work if you go watch my video 0 to 30k a

month I literally spend like two or

three months making a product work

because clients pay us to make products

work we don't oh let's just test a

product for two days and see if it works

or not like [ __ ] no like clients pay us

to be like hey Nick you got to get us M

make us money so here's the product have

fun and like I got to [ __ ] make it

happen so click on next ad set name this

is where I always like to type in the

number of that creative test uh so

technically this one is 118 and then 147

so I'm just going to type in 118 right

here I'm going to show y'all uh in a

little bit of exactly how I organize all

that and exactly how I put that in like

a Google sheet and all that good stuff

just let's first get this done first so

I'm going to do one let me actually

finish this up 118 this is USA this is

going to be female only because this is

a female product yes it's 60 plus but

I'm going to do 18 plus because

technically I just trust Facebook

Facebook's going to spin based off what

it needs website oh wait hold up I am

still like not finishing this up I'm

getting a little too carried away here

all right broad AP just means automatic

placements and then o per just means um

optimized for purchases all right I'm

going go boom I'm going to select my

adet or my data set I'm going to select

purchases you should only be optimizing

for purchases or leads uh like we have

some lead generation clients where we're

only optimize for leads all of our Ecom

clients even if you're starting at zero

you just open the ad account you just

put credit card on the profile and you

haven't even spent a single dollar

you're still optimizing for purchases

even if there's no data cuz that's what

you want you optimize for what you want

now next thing is we're not going to

turn on Dynamic creative this is the way

we used to do it but Dynamic creative

will be phased out by meta so we're just

not going to worry about that at all

start date I like to do 12:00 a.m. and

that's just because from a organization

perspective and in just kind of starting

it at the top of the day fresh hour all

creatives are at zero they all have to

offer fresh opportun is spin at zero I

like to give it that opportunity right

there all right now we're going to go in

we're going to be looking for the switch

to original audience options use

original audience United States gender

we're going to put that to female again

we only do broad targeting here I don't

do interest I don't do look likes I

don't look do custom audiences the only

exclusion I'll add is uh purchase 180

days I think that might be it right

there so if you don't know how to create

that just create custom audience we

website next uh BM boom boom purchase

type in 180 days and then create and

you're done now from here we're going to

go and leave placements placements

automatic that's it click on next I just

call this 118 as well and again I'm

going to show youall how to organize all

that in a sa and Google Sheets after

this um just want to get this done first

we're going to click on flexible here

multi Advertiser ads I haven't seen any

differences in performance leaving it on

or off off so I just leave it on because

it's just one last thing I have to

uncheck by meta and because this is a

video ad we're going to upload videos

upload those videos real quick all right

so we just got our three versions in

here and again I'll only do three you

don't have to do three you could do two

or one but I don't recommend more than

three the other thing I recommend is

that you want to make sure that each of

the visual hooks are different I said

that's the only thing I'm going to

recommend for youall everything about

the script is the same just different

visual hook and then what I'm going to

do is is I'm going to load in a winning

pre primary text and then I'm going load

in add text option a new primary text so

this new primary text will be like like

the winning one will just be one that I

know Works already for the account and

then a new one will be more related

specifically to that ad concept same

thing for the headline I'm going load in

a winning headline and then I'm going to

load in a new headline and then

description honestly I never [ __ ] with

this I'm being completely transparent

with Y oh that's also too another thing

is thumbnails I don't really care either

I just let Facebook do its thing I've

done a ton of tests and I've never had a

significant impact in performance by

changing the thumbnail so I just don't

do it all right next thing we're going

to load in our destination there we go

and then vage creative options I turn

that off now I always do shop now just

depending on the product we're selling

because this is an Ecom related product

I do shop now if this was like I don't

know for lead generation for our Legion

clients I'm going to do like learn more

or something like that apply now and

then yeah that's it everything is done

let me just do a final double check real

quick yeah cool so this is done I'm

going to publish this and then now this

is how you do video now let's go ahead

and do photo ads that's going to be the

next one so photo ads we're just going

to duplicate this duplicate original

setup original campaign there we go I

don't want a new campaign or anything

like that this is 147 so I'm just going

to type in

147 because it's already been done

correctly in terms of how we set all

this up this all should be already set

up how we need then I'm going go in here

147 and then I'm literally just going to

remove this boom boom boom add images

upload I hate that you have like the

images you have to upload one at a time

so going to do this and then we hit

continue There we go and then here the

only thing I may have to do is just

double check some of this stuff um I'll

still do a new primary text because like

these are two different concepts this

one right here talks about like how you

know they stopped waste how this how

this leak proof underwear ended my $200

pad nightmare so that's a completely

different concept than best underwear

that doesn't leak so two completely

different concept so I'd be doing a

completely new primary text for this but

the same winning primary text will be uh

used as well because I I know it's a

winning primary text and then here I'll

just publish and that's it now there's a

couple other things we have to look at

when do you turn these off when do you

add more that's all good questions so

let me turn off this campaign and let's

actually go dive into a completely

another account so I can show y'all one

that's already actively doing this all

right so here's another account that's

already actively doing this we have our

single campaign this this particular

client is only in one campaign or one

country only selling to one uh gender

and on top of that uh they only have one

product they're pushing they have other

products on their website but this is

the hero product that people come in for

and then they buy this product and they

they use to other products as upsells

and stuff like that so let's just dive

into this account so we only have two

sets running right now and again I

literally just showed yall how each of

these adsets are set up so we ran a

bunch of tests over the last 7 Days uh

da yeah Thursday we ran a bunch of tests

over the last 7 days we did 110 132 148

15 typically I only recommend anywhere

between 1 to 4 a week uh every 7 days

but this particular client right here is

struggling they kind of came to us and

was like hey Nick we're struggling

severely with our Facebook ads and like

you're just literally our last hope so

we're like we we we went a little harder

than we typically do just on the number

of tests and I think we're doing like 8

to 10 a week again not ideal but just

again a very specific situation there in

so let me just pre-frame with that

ideally we want to test anywhere between

one and four Concepts a week now let's

keep in mind here every concept we

create is freshly filmed content so

we're not reusing the same content over

and over every concept we create and

again one concept is is like this is one

concept and this is one concept right

here one concept is three creatives one

hook one script and three different like

visually different hooks for a video or

visually different images so we do one

concept per test with those three

creatives each and typically what we do

is you have you have to look at it from

the perspective of It's Always new

freshly shot content and everything

comes down to your ability to write this

script and your ability to like create

that photo so you creating like

200 Concepts a week you would literally

just be like the level of quality

wouldn't be there so you you constantly

have this teeter totter of quantity and

quality and if it's just a oneman team

three to four Concepts a week is like I

can't see people do more than that and

keep quality so you really need to make

sure you keep the quality there the next

thing is I I launch them I give it 7

days to earn Spin and beat so like for

example this one right here 103 took

over over all spin it's currently

working the best and we haven't been

able to beat it and pretty much what we

look at it is this is our top spinning

ad right here and our goal is to beat it

in terms of Spin and if it doesn't

outspend it then we at least want to

leave a lower cost for purchase add-on

so like we turned off 137 here cuz it

had a $44 cost for purchase so we turned

it off 121 right here we left it on

because it has $30 cost for purchase

it's not necessarily hurting things but

I know for a fact this one wouldn't take

overall spin because one it has like

it's had like 3 four weeks to take

overall spin it hasn't and on 7-Day

window it has a higher frequency than

this one right here so this shows me

this is more of a retargeting ad and to

be fair it was made as the intention of

retargeting AD so even though we put

retargeting style creatives in it we're

still doing broad targeting because we

let the creatives do the targeting for

us so yeah so basically every 7 days we

launch our anywhere between one to four

Concepts we give them seven days to earn

spin if they don't earn Spin and don't

succeed we turn them off and again n out

of 10 times the ones that take overall

spin improve the business positively it

lowers overall uh CPA so we can scale an

increased spend every now and then maybe

one out of 10 times of in terms of the

ones taken off we have one that takes

off and actually negatively impacts

business it has a worse cost per

purchase and then we have to turn off

that high spending ad um for example in

this case this one took a lot of spin

over the last 7 days $836 with a $44

cost for purchase we need a $30 cost for

purchase for this account so we had to

turn it off so just again keeping that

in mind right there now we need a $30

cost for purchase in this account but

we're getting a 33 on this one and the

reason why we haven't turned this one

off is because we haven't had one that

beat this one yes this has a $30 cost

for purchase but it's not gaining enough

Spin and I do not force spin I let

Facebook control the level of spin on

this so yeah that's all I do this is how

I test new creatives on Facebook I keep

it simple and then as I'm hitting my

target cost for purchase of $30 right

now we're at 36 so we're not hitting our

Target cost for purchase so I'm leaving

this at our flight deck I forgot what

it's called a certain I always have a

hard deck of a number we never go below

because if we go too low of a budget

then we just we just get less volume we

get less purchases it becomes like we

have to let things run longer so and

that that hard deck will be different

for every brand depending on just the

results and stuff like that so uh right

now we have a $500 a day hard deck so we

will not scale below5 $ a day regardless

of performance and we'll keep spending

at this with the goal of bringing down

this this cost per purchase further so

we can spend more now just from some

organization tips because I don't see

people talk about this but once you

start building a lot of this you need a

way to organize it so there's a couple

tools we use first things first let's

just build it live just go open up a new

Google sheet and I'm just going to build

this really quick I'm I'm going to build

it which y' because I I know have mother

in the comments that are like oh Nick

can can can you send this over to me

it's like bro I'm literally going to

build this with you so I just call this

batch number that's the first one and I

always start my batches off at 101

that's my first one the reason why is

cuz I don't want to put just one because

just the way it works in Facebook when I

sort it won't recognize one so I always

like to start off at a three digigit so

I always like to do batch number and

then what I like to do is called status

then what I like to do is I think it's

hook desire next one I want to do is

Persona next one I want to do is what am

I creating and then next one is uh what

is my hypothesis cool and then next one

actually there's one more status uh

results there we go and then here just

going to delete this delete columns and

then let's just sort all this real quick

I'm going select all of these I'm going

to do this and then I'm going to do text

wrapping on and then I like to Middle it

as well cool take all these black text

color white batch number is easy just go

down like this wait you just type it in

every time so like oh wait hold up one

more thing real quick view freeze up to

one row just make sure it's selected so

that way you can always see this and

then it's batch number one status and

then you can go to tools unselect that

format drop down option one you're going

to be is in progress there we go and

then next one status and progress one at

another item lost uh in progress you're

just going to leave it as yellow one

green status last one loss done actually

you can actually remove this one there

we go and then that way you can you can

see okay hey status we launched U but

wait one more I know that's what it was

all right left all right launched date

there we go cool so you know for example

today we launched 147 for example the

best on the where it doesn't leak so I'm

just going to type in 147 here launch

date today is 12 12 2024 our hook on

this there we go 10,24 that' be wild

what were they doing at that time

[ __ ] sending tablet like those let's

see the best underwear that doesn't leak

best underwear that doesn't leak there

we go and then here we'll type in your

desire desire for this one is just

underwear that doesn't leak your desire

is what people want because we're after

a pretty sophisticated Marketplace we

can actually call out the product you

know for example another one might be

desire for make money desire for a

girlfriend desire to feel confident when

they're talking to girls desire could be

uh to scale Facebook ads whatever does

what what does people want what do

people give a [ __ ] about in this

particular case people give a [ __ ] about

is having underwear doesn't leak and

Persona we're going after a 60 plus

women who struggle with leaky underwear

this is the person you want want to

market to in like more specifically what

am I creating image ads it's just more

in general image ads uh what is my

hypothesis so this is going over as why

you're creating this take a second and

just think about it all right so

obviously we already created this but

our hypothesis is women struggle with

underwear that leaks so I want to create

an image ad that

showcases how we have underwear that

doesn't leak all right this is just my

hypothesis of why I'm creating this and

what's going to happen and then

basically what'll happen is we'll launch

this we'll let this run for 7 days and

then after the seven days all we'll do

is do is hey this worked it took over a

spent it impact the CPA we did amazing

or hey this the terrible it lost and

boom yeah that's it very very simple

thing you can do just to keep track of

all that and then the second thing from

a team perspective what we do is we also

love a sa so a sa you can use any board

creating type of product any creating

product can work for this just the main

things here is to do doing ready to

launch and then yeah pretty much we

don't really use post launch much oh

yeah actually we do use post launch so

to do this is where I'll basically just

go and I'll write the script on here uh

you can create these little task so like

let's just say for example 147 I can

create a task

147 and then I'll just copy over the

hook the hook is the just basically the

name for that I'll sign that to Simon

which is just my video editor certain

stuff um I'll give it a due date and

then I'll basically just give all the

information here's the hook I want to

use here's some inspiration for those

images and I'll let my visualizer go do

that and then from there once the I'm

remove him off that so he doesn't get

the notification sorry about that Simon

then from there once he starts actually

working on it we'll put it on doing then

he'll put he'll move it over to ready to

launch when it's done my media buy will

come seees something's ready for launch

uh once we once it's that day for launch

period cuz like I said we do like to do

every seven days we'll go we'll launch

these move them over to post launched

post launch just means it's been

launched and now we're just waiting for

that data and then from here once it's

done testing we'll just mark it as

complete and then uh it'll go into our

completed column right there so yeah as

far as that other tools we like to

Leverage is uh frame. iio uh frame. iio

is phenomenal when it comes down to like

sending creatives for review and stuff

like that let's see if I can find some

really quick right

here creative assets yeah so this is

frame that i o real quick and y'all can

see this this is where you can like

review it and get feedback to your video

editor so that's one thing we like to

leverage and then another thing we like

to Leverage is uh just like Adobe suite

as my video editor team uses and then if

we need to hire like ugc creators to

actually create out a script we use

incense. proo so yeah that's it and then

every week it's just consistently

looking at this doing the research all

of our ad ideas come from research we do

the research we get that idea we then go

create the ad uh we put all that in here

and and then that's it and that's

literally how we test Facebook ads and I

mean we we test anywhere like I said

five uh four to five Concepts or one to

four Concepts every week for our clients

and we probably create around 50 to 100

Concepts a week just between all of our

clients and stuff spend over a million

dollars a month like this for our

clients at our agency so if you're

actually interested in working with us

on the agency side click link below to

have Nick terer run your Facebook ads

and then if you want to actually for me

to review your ads me to come in and

help you and look at your ad account and

stuff like that and review those things

with you click link below to have Nick

Terio Mentor you thank you all so much

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I'll talk youall later peace out