Creative

Every ad scored on paying subscribers, not clicks.

Testing pace

5 this month

Creatives tested

3 months

Typical time to consistent winners

Targeting is commoditized. Creative is what the algorithm optimizes against, so volume of distinct concepts is the lever.

Account structure

Campaign holds the objective and budget, ad sets hold the audience and what we optimise toward, ads hold the creative below.

President Simulator, US acquisition

Sales · Campaign budget

£119/day

Active

Broad, US 25-64

Advantage+ audience, no interest stack

Optimising for

First payment

Placements

Automatic

£51/day

3 ads

Active

Politics interest, US

Politics, news and current affairs

Optimising for

First payment

Placements

Feed and Reels

£36/day

2 ads

Learning

Retained-subscriber signal

Built from subscribers still active at day 90, within category rules

Optimising for

First payment

Placements

Automatic

£32/day

1 ads

Learning

Every ad set optimises toward first payment rather than signup. Signups are free and take thirty seconds, so optimising for them teaches Meta to find people who will never pay, which is the most expensive mistake on the platform and the easiest to make.

Upload creativePushes straight to the ad account. No Ads Manager needed.

Account average £17.27 per subscriber|

9:160:31

Twitch cut, first term collapse

Videov1Face on screenBest cost

Live

£10

↓

Per subscriber

88 subscribers
1,042 signups

Broad, US 25-64|Day 18|Active|Beating account avg

Hook 41.2%Freq 1.6xCPM £2.97Reels

Strong hook, make more like this

Swap£880

1:10:24

What kind of president would you be

Videov2

Live

£15

Per subscriber

79 subscribers
1,180 signups

Broad, US 25-64|Day 24|Active|Beating account avg

Hook 28.4%Freq 1.9xCPM £2.84Feed

Your best X creative. Carried over as the Meta control.

Swap£1.1k

9:160:18

YouTube reaction, cabinet betrayal

Videov1Face on screen

Testing

£22

↓

Per subscriber

26 subscribers
388 signups

Politics interest, US|Day 9|Learning|Behind account avg

Hook 37.9%Freq 1.4xCPM £3.93Reels

Strong hook, make more like this

Swap£560

1:1

Approval map, 50 states reacting

Staticv3

Testing

£33

↑

Per subscriber

21 subscribers
402 signups

Broad, US 25-64|Day 21|Limited|Behind account avg

Hook 11.8%Freq 3.4xCPM £3.78Feed

Fatiguing, same people keep seeing it

Swap£700

1:10:42

Type any policy, watch it land

Videov1

Paused

£85

↑

Per subscriber

6 subscribers
168 signups

Politics interest, US|Day 9|Limited|Behind account avg

Hook 9.2%Freq 4.1xCPM £5.50Feed

Fatiguing, same people keep seeing it

Swap£510

4:5

Whacko Mode, premium unlock

Carouselv1

Queued

None

Per subscriber

0 subscribers
0 signups

Broad, US 25-64|Not started|Learning

Built and waiting. Next in the test queue.

SwapNo spend

What to make next

Derived from what the board is showing. Reviewed with you weekly.

Three more streamer cuts, different creators

Faces are your cheapest subscribers. One winner is a data point, three is a pattern worth scaling.

Existing YouTube footageThis week

Talking head, 15 seconds, one policy decision going wrong

Tests whether the face effect holds without gameplay carrying it, which tells us what to make more of.

New, cheap to shootThis week

Annual-plan angle for the Discord and Reddit audiences

Those two send 44% and 31% annual buyers. Nothing currently speaks to that intent directly.

Copy variant on existing videoNext

The month-12 wall, aimed at lapsed free players

Free careers cap at month 12. That is a natural upgrade moment and no creative addresses it.

Screen capture plus copyNext

Concept view on sample data. Upload, swap, duplicate, copy edits and status controls are live in this demo so you can walk the flow, and they do not connect to a real ad account here. Every figure is in pounds because the ad account bills in pounds, so nothing on this page is converted.