Facebook Ad Creative Testing in 2025
Chase Chappell reveals why most advertisers test creatives incorrectly — stalling scale — and introduces his creative funnel testing system. This framework enables predictable scaling to $1K, $10K, even $30K+ per day in ad spend while maintaining profitability.
Step 1: Dedicated Creative Testing Campaigns
- Test new ideas (UGC, reviews, problem-solution, comparisons) in separate campaigns.
- Prevents tanking proven campaigns or resetting learning phases.
- Once creatives show consistent ROAS and purchases, migrate them into main campaigns.
Step 2: Top of Funnel (Awareness)
- Founder Story Ads: Build personal connection and brand trust.
- Viral UGC: Trend-based, influencer-led videos that feel organic.
- Problem-Solution Ads: Highlight customer pain points, position product as the fix.
- Value-Based Education: Showcase benefits, features, or unique facts.
- Stats & Logic Angles: e.g., “85% of kids are nutrient deficient.”
- CTAs: “Learn More,” “Shop Now.”
Step 3: Middle of Funnel (Consideration)
- Focus on trust and credibility.
- Formats: reviews, testimonials, before/after transformations, comparisons with competitors, product demos.
- Show details (how it works, usage routines) to reduce purchase hesitation.
- Audience: engaged video viewers, website visitors, social engagers.
- CTAs: “Shop Now.”
Step 4: Bottom of Funnel (Conversion & Loyalty)
- Recover abandoned carts and re-engage warm leads.
- Offers & Discounts: Holiday promos, limited-time deals, bundles.
- Cross-Sell Drops: Introduce new products to existing buyers.
- Still Interested Ads: Directly address cart abandoners with carousel/dynamic ads.
- Urgency Ads: Countdown-based or expiring deals to push conversions.
- CTAs: “Get Offer,” “Shop Now.”
Step 5: Scaling Strategy
- Successful creatives migrate from testing → TOF → MOF → BOF layers.
- Advantage+ campaigns combine 10–15 proven creatives for evergreen scaling.
- This staged system prevents creative fatigue and keeps conversion rates high.
By aligning creatives to funnel stages and testing separately, brands unlock consistent, scalable growth — avoiding the pitfalls of one-hit creatives.