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Toolkit · PDF + planner + templates
Find out which ad ideas sell, on every network you run
For owners and in-house marketers running Meta, TikTok or Snapchat ads who want a repeatable way to test creative and know what to keep.
35 pages, 13 chapters10-angle taxonomyKill, iterate or scale rules8-tab planner spreadsheet
- 13 chapters on angles, test structures, budgets and decision rules, with the probabilities behind them
- A planner that works out hook rate, CPA and ROAS and gives every ad a verdict against your target CPA
- Editable batch-plan and creative-brief templates for your next round
$29One-time · instant download
Test ideas, not tweaks, and know what to keep.
- 35-page PDF guide, planner spreadsheet and Word templates
- Excel 2010 or later and Google Sheets, no macros
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Sound familiar
Plenty of content, and no clear answer on what sells
Most accounts don't lack creative; they lack a fair way to compare it and a rule for when to stop.
Content, but no verdict
We make plenty of content, but I can’t say which of it actually sells.
Tests all over the place
I test five versions of the same video, and the results are all over the place.
When to switch it off?
I never know when to turn an ad off. After two days? After two weeks?
Last month's winner tires
An ad that worked last month suddenly costs twice as much per sale.
Networks can't be compared
Every network is set up differently, so I can’t compare anything across them.
Targeting matters less
Since Advantage+, our audience settings barely seem to make a difference.
49%
of incremental sales were driven by creative, ahead of brand (21%), reach (14%), targeting (11%) and recency (5%), in a study of consumer packaged goods advertising.
Source: NCSolutions
What you get
A testing method, a planner that gives verdicts, and briefs for the next round
Paste seven numbers per ad from Ads Manager, and the planner works out every rate and cost, then tells you what to do next.
The guide (PDF, 35 pages)
13 chapters with a 10-angle taxonomy and hook starters, 4 checklists, 3 worksheets, 2 probability tables behind the rules and 3 examples from our projects.
The planner (XLSX, 8 tabs)
Your target CPA and 14 editable rules, a naming builder, concept matrix, 300-row test log, angle report, fatigue tracker and winners library.
Brief templates (DOCX)
A batch plan and a one-concept creative brief: what the ad must make people believe, the first 2 seconds, the offer, must-includes and deliverables.
Chapter by chapter
- Why creative now does the targeting
- Test ideas, not tweaks
- The angle taxonomy
- How many creatives, and how different
- Test structures that work now
- Budget and how long to wait
- The metrics to read at each stage
- Decision rules: kill, iterate or scale
- Fatigue and numbered batches
- Naming that keeps results comparable
- One test across three networks
- The winners library and iterations
- Briefs for the next round
Look inside
Real pages from the guide
The free sample covers chapter 2 on testing ideas rather than tweaks, and chapter 8's kill, iterate and scale rules with the probabilities behind them.
After you work through it
What you will be able to do after your first batch
- Sort your content library into angles and plan batches of 3 to 5 genuinely different ideas
- Set a test budget from your target CPA, and know in advance the day you will decide
- Read hook rate, hold rate, CTR and CPA on Meta, TikTok and Snapchat, and know which part of an ad to fix
- Kill, iterate or scale each ad by written rules rather than gut feel
- Spot creative fatigue early and replace tired winners on a schedule with numbered batches
From our work
The same testing method we run for clients
Both projects appear in the guide and are written up on our site, with the numbers.
ONLINE SALES
Snapchat return from 0.9 to 5.86 in four months, on 35.7% less spend
A sparkling herbal drink brand ran the same four angles on Meta, Snapchat and TikTok. Snapchat’s return went from about 0.9 to 5.86 on 35.7% less spend.
ONLINE SALES
1,651 orders in two months at a 5.07 return
An incense charcoal brand rebuilt its campaigns in versions, keeping winners and replacing the rest, until two ads drove about 95% of purchases.
Is it right for you
Who gets the most from it
Made for you if
- You run an online store or a startup and manage your own Meta, TikTok or Snapchat ads
- You are an in-house marketer or junior media buyer who needs a method you can defend
- Your team makes 5 to 30 new creatives a month and wants to know which to keep
Probably not for you if
- Your account gets fewer than about 10 conversions a month in total
- Your campaigns are awareness-only, judged on reach or recall
- You want ready-made ad designs or Canva templates
How to use it
STEP 1
First, about 2 hours
Read chapters 2, 7 and 8, then set your target CPA and rules in Settings.
STEP 2
Plan batch B01
Work through chapters 3 to 6 with the Naming builder and Concept matrix, then launch.
STEP 3
While it runs, 15 minutes twice a week
Paste the numbers into the Test log and act on each verdict, with a 5-minute fatigue check per network each week.
STEP 4
Once you have winners
Log them in the Winners library and brief the next batch with the templates.
The planner works in Excel 2010 or later and Google Sheets, with no macros or add-ons, and comes with sample data in every tab. Templates open in Word and Google Docs.
Questions
What advertisers ask before they download
What format is it, and what do I need to open it?
The guide is a PDF. The planner is an .xlsx file that works in Microsoft Excel 2010 or later and in Google Sheets: upload it to Drive and open it with Sheets. It needs no macros or add-ons. The templates are a Word .docx that also opens in Google Docs.
Who is it for?
Owners, founders and in-house marketers running their own paid social ads, and junior media buyers who want written decision rules. It is a testing method, not a design pack.
Does it cover TikTok and Snapchat, or only Meta?
All three. Every metric is mapped to each network's own column names, and chapter 11 covers running the same test across all three.
I spend under $1,000 a month. Will it work for me?
Yes, if you get at least about 10 conversions a month. Chapter 6 shows how to test fewer angles at once, and what a smaller test can and can't tell you.
How do I receive it?
The download links appear on screen as soon as payment completes, and the same links arrive by email. They keep working, so you can download again later.
Instant download
Plan your first batch this week
The guide, the 8-tab planner and the brief templates, delivered the moment you pay.
$29One-time · instant download
Test ideas, not tweaks, and know what to keep.
- 35-page PDF guide, planner spreadsheet and Word templates
- Excel 2010 or later and Google Sheets, no macros
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
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