Shan · Meta Ads A/B Testing

The brief

Developed a Meta ad testing package for a beauty brand focused on bottom-of-funnel conversions. Ongoing partnership across four campaigns.

The strategy

Structured A/B testing with 4 hook variations using different frameworks:

• Pattern interrupt
• Direct callout
• Problem-agitation
• Social proof

One core body script across all four — so the test isolated the hook, not the message.

The output

Each hook produced in 2 different video formats: 16 fully edited ad variations. The brand was able to identify which hook frameworks resonated within the first 7 days of launch and optimize Meta budget allocation accordingly.

What this approach unlocks

Testing creative angles, hook performance, and format preference within the same campaign — without the noise of a moving body script. The brand's media buyer now has a hook framework playbook for the next quarter.