5 Best Practices for Facebook Ad Creative Testing

Colby Flood
Creative Strategy

In the ever-evolving digital marketing landscape, particularly after the introduction of iOS 14.5, the significance of ad creatives has skyrocketed. With changes in data privacy and rising CPMs, creating compelling ad creatives has become essential to drive positive performance. This article will explore the importance of ad creative testing and provide four thoughtful recommendations for optimizing your Facebook ad campaigns.

The Importance of Ad Creatives Post-iOS 14.5

Since the iOS 14.5 update, which introduced App Tracking Transparency (ATT), advertisers have faced new challenges in tracking user behavior and measuring ad performance. This shift has made it imperative for brands to invest in high-quality ad creatives that capture attention and engage audiences without relying heavily on granular data tracking. Knowing how to test ad creatives effectively is crucial for achieving optimal results in this new environment.

Why Testing Ad Creatives Matters

Testing ad creatives allows marketers to identify which visuals, messages, and formats resonate best with their target audience. By systematically experimenting with different elements, advertisers can refine their strategies, improve engagement rates, and ultimately drive better conversions. Here are four best practices for Facebook ad creative testing derived from insights shared by experts in the field.

Setting Up an Ad Creative Testing Campaign

There are many ways to test ad creatives. At Brighter Click, we prefer setting up a creative testing campaign with a dedicated creative testing budget. A well-structured creative testing campaign allows you to continually experiment with and refine your ad creatives, ensuring that you always have high-performing ads in your arsenal without resetting the learning phase of your evergreen campaigns. 

Allocate a Dedicated Budget for Testing

We recommend allocating at least 10% of your daily ad spend for creative testing. This ensures that a consistent portion of your budget is always focused on discovering new, compelling ad creatives without sacrificing the performance of your primary campaigns.

Implement Cost Caps in Your Creative Testing Campaign

Some people love cost caps, others hate them. 

We recommend using cost caps to manage ad spend efficiently. While rigid bid constraints can sometimes hinder the potential of promising ads, setting a high-cost cap can prevent runaway costs. For instance, if your expected Cost Per Acquisition (CPA) is $50, setting a cost cap at $100 can help mitigate excessive spending while allowing the system to identify high-potential ads. This approach balances risk and opportunity, enabling better performance analysis without overspending.

Minimize Variables in Testing

When testing ad creatives, it's crucial to keep variables to a minimum to isolate the impact of specific changes. We advise against altering multiple elements simultaneously. For example, if you're testing new visuals, avoid changing the ad copy or landing pages unless necessary. This focused approach allows for more precise insights into what drives performance. A typical test might involve multiple versions of an image or video, with other elements remaining constant to ensure the results are attributable to the creative.

Focus on Cold Audiences for Testing

To truly gauge the effectiveness of your ad creatives, target colder audiences during the testing phase. We’ve found that by excluding recent visitors and recent engagers, you can assess how well your ads perform with individuals who are not yet familiar with your brand. This strategy helps identify creatives that can attract new customers, which is essential for scaling your business. Once effective ads are identified, they can be incorporated into broader campaigns targeting warm and cold audiences.

Use Diagnostic Metrics Wisely

While primary metrics like Cost Per Acquisition (CPA) are vital, secondary metrics such as click-through rates (CTR) and cost per add-to-cart provide valuable diagnostic insights. These secondary metrics are essential for understanding ad performance nuances. For instance, a high click-through rate but a low conversion rate might indicate issues with the landing page rather than the ad creative. Conversely, strong performance in secondary metrics can justify continued spending on an ad, even if primary metrics haven't yet hit target benchmarks.


In the post-iOS 14.5 digital marketing landscape, mastering the art of ad creative testing is more important than ever. By implementing a hybrid testing model, minimizing variables, focusing on cold audiences, and using diagnostic metrics wisely, marketers can optimize their Facebook ad campaigns for better performance. These best practices, informed by industry experts, provide a roadmap for navigating the complexities of ad creative testing and achieving sustained success.

For professional assistance with your ad design needs, consider exploring Brighter Click's ad design services. Their expertise can help elevate your campaigns and drive meaningful results.

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