We test ideas, not single ads. Each idea gets its own space, a fair budget and a clear pass or fail. The winners move into one main campaign, where a small set of proven ads gets most of the money.
Testing takes a small, fixed share of the budget. Everything that proves itself moves across to Scale, and Scale stays lean so every ad in it gets enough spend to keep learning.
Every ad set below targets the same broad audience. Meta decides who sees which ad.
One ad set per idea. Each idea has 3 to 5 versions and its own set budget, so every idea gets a fair read.
Only proven ads. Meta moves budget to whatever's working best that week.
Changing one thing at a time is what makes a result readable. Step 1 keeps the visual the same and changes the words. Step 2 keeps the winning words and changes the visual.
Question: which reason to buy works best? One ad set per message.
Question: which way of showing it works best? One ad set per format.
There are clearly different buyers with different reasons to buy. Each persona's message is its own idea.
It's mostly one type of buyer at different points of readiness. Each stage's message is its own idea.
We'll pick one route once we've looked at Hyde & Hare's reviews, orders and past ads.
Every rule is set against your target cost per sale, so it scales with the account.
About three times the target cost per sale before we call it.
Spent twice the target cost with no sale? We pull it.
Judged on 7-day click sales, not on who merely saw it.
Meta favours one version early. Versions with little spend are unread, not losers.
Every idea ends up in one of three places. Nothing sits in testing forever.
the idea against the other ideas running that week
Hit the target cost per sale. It's copied into Scale as the same post, so it keeps its likes and comments, and the weakest Scale ad comes out.
Close to target, or it didn't get enough spend to judge. Top it up, or change one thing and run it again.
Hit 2× target with no sale, or clearly behind. We write down what we learned so the next idea is smarter.
A steady rhythm stops us reacting to one good or bad day.
New ideas go live. Last week's winners move to Scale.
Tests run untouched so the read is clean.
We check the top spenders in Scale for signs they're wearing out.
What we tested, what happened, what we learned.
One shared log, one line per idea. Over time this becomes the playbook for what Hyde & Hare customers respond to.
| Idea | What we expect | Result | What we learned |
|---|---|---|---|
| Persona A message | Speaking to their main reason beats a general message | Filled in after 7 days | Filled in after 7 days |
| Review card format | A real customer quote beats a polished static | Filled in after 7 days | Filled in after 7 days |