Paid ad A/B testing.

For this project, we worked across four different campaigns and two separate products.

I developed a Meta ad testing package for a well-known brand focused on bottom-of-funnel conversions. This collaboration is part of an ongoing partnership, and I've worked with the brand across four different campaigns.

The strategy focused on structured A/B testing. I created four hook variations using different frameworks: problem/solution, problem-focused, solution-focused, and pattern interrupt. Each hook was paired with one core body script to keep the messaging consistent while isolating which opening captured attention most effectively.

To strengthen the testing strategy, each hook was produced in two different video formats, resulting in eight fully edited ad variations per product. This allowed the brand to test creative angles, hook performance, and format preferences within a single campaign while gathering actionable performance insights.

Since this campaign was designed for bottom-of-funnel conversions, the goal was to identify the creative combinations most likely to drive action and improve performance at scale.

Results

Each campaign was tested for approximately two weeks. After the testing period, clear winners started to emerge across the different variations. The top-performing ads reached around a 70% hook rate and delivered up to 2× ROAS on bottom-of-funnel traffic.

What made this especially valuable wasn't just the performance itself, but the clarity it provided. It became clear which hooks and formats were genuinely capturing attention and driving conversions, rather than relying on assumptions.

This allowed the brand to confidently double down on the highest-performing angles, cut weaker concepts, and move forward with future creative iterations backed by real performance data.