Turn customer evidence into creative that wins.
Concepts come from what customers actually ask. Each one gets a fair test and a verdict, and every test writes the next brief.
Sound familiar?
- The team makes more ads than it can learn from.
- Nobody can say why last quarter’s winner won.
- Briefs start from a hunch, not from what customers ask.
More creative only helps if each test teaches you something. Otherwise it’s more cost and more noise.
What changes.
- Ideas
- Brainstorms and competitor adsCustomer questions, reviews and search terms
- Volume
- As many ads as the team can makeAs many as the budget can test fairly
- Results
- A winner nobody can explainA verdict and a reason for every concept
- The next brief
- Starts from scratchStarts from the last test
How it works. 6 steps, 5 stages.
- AI3
- Rules and automation1
- Your team2
- Approval
1Listen
AI
Group what customers ask
Reviews, site search and support chats clustered into recurring questions.
- Shopify
- Gorgias
2Brief
Your teamApproval
Choose the angle
Your team picks the concepts and the claims you can support.
3Make
AI
Draft variations
Hooks, scripts and cuts for each concept, inside brand and claim rules.
Your team
Shoot or brief creators
Creators or your studio make the approved concepts.
4Test
Rules and automation
Test with enough budget
Each concept gets the spend and time it needs for a fair read.
- Meta
- TikTok
5Learn
AI
Write up the verdict
Keep, revise or stop, with the reason, saved to a library.
- Motion
Every verdict writes the next brief
What you get. Real work, every week.
Compared with the current ad
Every test ends in a verdict: keep, revise or stop.
The wash test, with three new creators.
- Why
- Won test 017 at 2.1× first orders
- Claim
- Machine washable on cold
- Source
- Supplier spec, revision 2
- Not claimed
- Waterproof
The next brief, written from the last verdict.
How you’ll know it’s working.
Cost per concept tested
Production and media, divided by tests that actually read.
Tests with a clear verdict
A test that can’t decide anything was money spent on noise.
Time from insight to live ad
How fast a customer question becomes something you can sell with.
Baselines agreed before we build.
- Monthly testing budget
- $24,000
- Spend a concept needs for a fair read
- $6,000
- Concepts you can test fairly
- 4
- Concepts the team usually makes
- 15
- Concepts that never get a fair read
- 11
Illustrative. The spend per test depends on your prices and conversion volume; we work it out from your history.
Works with what you have.
Ads
- Meta
- TikTok
Measurement
- Motion
Commerce
- Shopify
Support
- Gorgias
- We configure first
- Meta and TikTok’s testing tools and Motion’s reporting handle the reads. We design what goes into them.
- We build when
- Customer evidence, briefs and verdicts need to live in one library.
What a first build includes.
Built in your accounts, around your team. Scope, fee and baseline agreed before we start.
- 1Design
- 2Build
- 3Run it, or hand it over
We build
- A customer-evidence feed from reviews, search and support
- A brief template with claims and sources
- A testing plan sized to your budget
- A verdict library that writes the next brief
We start from
- Reviews, site search and support history
- Past ads and results
- Brand and claim guidelines
From your team
- Owner
- Head of growth or creative lead
- Involves
- Creative
- Paid social
- Partnerships
Questions teams ask.
Do you make the ads?
We write briefs and AI variations, and coordinate creators or your studio. Production can stay with whoever makes your ads today.
How many concepts should we test?
As many as your budget can read fairly. We work out what each test needs, then plan the calendar around it.
Who owns it once it’s running?
You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of growth or creative lead. We can keep running it with you, or step back.
How do we start?
Usually with a growth engine review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly.
Part of your growth engine. One of 11 use cases, in 6 engines.
See the whole growth engineIn creative testing
- Creative testingYou’re here
Works with
Make every test teach you something. Start with a growth engine review.
We reply within one business day.