Day 134: Facebook Ads, Creative Refresh, and What Comes Next

Yesterday held up well. Sales came in at $1,193, which is solid.

Ad spend was £472–£473, which works out at roughly $637, giving a profit of $556. Not quite a full double on ad spend, but close, and still a very good day overall.

Today is noticeably slower so far. We’re at $346 at around 3pm, which does suggest a bit of a dip could be coming.

That said, we’ve seen plenty of days where things pick up later, so I’m not drawing any conclusions yet.

Landing Page Split Test Status

The split test between the two landing pages is now live.

At this stage, there’s no clear indication which one will win. I’ll give it a couple of days before checking early signals, but realistically this is something I’ll be watching over a longer window to make sure the data is meaningful.

Facebook Ads and Why Creative Is the Priority

One of the key actions I said I needed to take was adding more ad creative, and this is mainly driven by frequency.

I looked at performance over a long period, from 1st November through to 12th

January.

Over that time, we’ve spent £25,717 on ads, reached around 1.6 to 1.7 million accounts, and generated a strong number of purchases. The volume is great, but the frequency trend is the warning sign.

Using Facebook’s compare feature, I compared the last 30 days with the previous 30 days. This is a really useful tool if you want to understand what’s changing over time rather than just looking at isolated days.

What stood out immediately was frequency.

Across multiple ads, frequency has climbed to around 2.4 over the last 30 days, up roughly 22–23% compared to the prior period. That’s a big jump in a relatively short space of time.

This is exactly what you’d expect when you’re running at higher spend with a limited pool of creatives.

Right now, I only have seven ads running in this campaign, which simply isn’t much when you’re spending at this level. The writing is on the wall that if I don’t add more creative, performance is likely to start suffering.

What the Comparison Also Shows

The comparison view also highlights how volatile individual ads can be. One ad can drop nearly 50% in purchases from one month to the next, while another increases by 50%.

That’s normal. Ads come in and out of favour as the algorithm shifts audiences around.

This is why creative diversity matters so much. Even if one ad is doing well today, it doesn’t mean it will be the one driving results next month. The algorithm needs options.

The Creative Plan

The immediate plan is to add more simple, low-risk creative. I’m going to take examples of riffs being played and create around five or six short video ads. These won’t be complex or heavily edited.

The goal isn’t to reinvent the wheel, it’s to give the campaign more fuel.

Often, the ad that gets the conversion isn’t the only ad the user has seen.

Someone might see a carousel or a short video first, then later see a static image or another video and that’s when they buy. We don’t get full visibility on that journey, but we do know that more creative generally helps.

Tomorrow’s Task

Tomorrow, my focus will be building and adding these new creatives into the campaign. I’ll be doing this carefully, likely by duplicating ad sets or adding creative in a way that minimises the risk of throwing the campaign back into learning.

I’ll walk you through exactly how I do that and why, so you can see the process and the thinking behind it.

For now, it’s fingers crossed for the rest of today, and I’ll catch up with you again tomorrow.