Ad creative
Performance creative: ads made to be tested, then scaled
On Meta and TikTok, the algorithm now does most of the targeting. What you still control is the creative, and it decides who sees your ad as much as what they think of it.
Why creative has become your main lever
Broad targeting and automated campaigns, such as Meta’s Advantage+, hand the choice of audience to the platform. It learns who to show your ad to from who stops, watches and clicks. Change the creative and you change the audience. A hook about price finds different people from a hook about pain or about speed.
That makes creative a testing job. One beautiful ad a month is a bet. A steady flow of variants, each built to answer one question, is a method.
The method works only if results are judged correctly. Cheap clicks often come from the curious. We judge each creative on qualified leads and booked appointments, which our revenue attribution ties back to the ad. It also sends qualified leads to Meta through the Conversions API, so the algorithm learns from buyers.
What we make
Video hooks
Several openings written and cut for the same video body, because the first seconds decide whether anyone watches the rest.
Talking-head and UGC-style video
Your doctors, agents or staff on camera, or creators speaking to their own audience, scripted around real objections. See video and motion graphics.
Statics and carousels
Single images and carousels for offers, price and process explainers, and before-and-after where the platform’s rules allow it.
A format for each placement
Vertical 9:16 for Reels, Stories and TikTok, 4:5 and 1:1 for feeds, with text kept inside the safe zones.
Copy in three languages
Headlines and primary text written in French, English and Arabic, each for its own audience.
A landing page that matches
The page repeats the promise of the ad. When the ad and the page disagree, people leave. See landing pages.
How we test creative
Start from objections
We read your WhatsApp and Instagram conversations in the unified inbox for what stops people buying. Each objection becomes an angle.
One question per test
Hook, offer, format or face: each test changes one thing, so the result means something.
Produce in batches
Several variants per angle, produced together, so tests start at the same time on the same budget.
Give each test a fair budget
Enough spend per variant to reach a verdict, and no early kills after one bad day.
Judge on qualified leads
Winners are chosen on cost per qualified lead and per booked appointment, as recorded in the CRM.
Iterate
Winning bodies get new hooks. Losing angles are dropped. The next batch starts from what the last one taught.
What we watch on each creative
Platform numbers tell you why an ad works. CRM numbers tell you whether it pays.
Hook rate
The share of impressions where people watched past the first three seconds.
Hold rate
How many of those people kept watching to the middle or the end.
Frequency
How many times the same person has seen the ad. Rising frequency is the first sign of fatigue.
Cost per qualified lead
Spend divided by the leads your team marked as qualified in Napexy CRM.
Booked appointments by creative
The number that decides which ads get more budget.
Spotting creative fatigue before it costs you
Every ad wears out. The signs come in a familiar order: frequency climbs, click-through falls, cost per lead rises, then lead quality slips while the targeting has not changed. Small audiences and large budgets get there faster.
The fix is rarely a whole new campaign. New hooks on a proven body, a new face on a winning script or a new format for the same offer often bring results back. We plan the next batch while the current winners are still winning.
Frequently asked questions
How many ad variants do we need?
Enough for each test to answer one question with a fair budget behind each version. A small budget means fewer variants at a time, tested in sequence. We size the batches to your spend.
Do you film the videos?
We write the scripts and shot lists, film with your team or brief creators, and edit for each placement. Longer formats and motion graphics go through our video service.
How often should creative be refreshed?
When fatigue shows in the numbers: rising frequency and cost per qualified lead, falling click-through. Some ads last months, others a few weeks. We look every week.
Do you use AI-generated images and video?
For backgrounds, variations and resizing, yes, within each platform’s rules. For people, results or anything that makes a claim, no. Health and finance ads face extra restrictions on Meta and TikTok, and we write to those rules.
Do you also run the campaigns?
Yes. Creative and media buying work best together, because the person reading the results also briefs the next batch. See Facebook and Instagram ads and TikTok ads.
Last updated · By the Napexy team
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