Published · 7 min read
Lowering CAC with Creative Testing: A Playbook
Creative is the biggest lever on paid social. This playbook shows how to systematically test angles, hooks, and formats to find your winners.
Define the Hypothesis
Each creative concept should test one thing at a time—angle, promise, objection, or proof. Write it down before you brief.
Design for Signal
Short, high-contrast creatives reveal signal faster. Use bold hooks, social proof early, and clear CTAs.
Retire Quickly
Cut losers fast and reinvest in iterations on winners. Momentum compounds.
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