Creative Testing Framework for Paid Social
In 2025, your ad creative is responsible for most of your performance. Here’s how to test it properly.
Creative is now the main performance lever in paid social.
A testing framework looks like this:
1. Test hooks (first 3 seconds) with similar offers.
2. Keep the winner hook and test different angles.
3. Scale what works, rotate new concepts weekly.
Always analyze:
- Thumb-stop ratio
- Click-through rate
- Cost per result
The goal is not just cheap clicks, but profitable conversions.