A creative testing grid for paid social

We run this grid every six weeks. It is the only creative process that has survived contact with our production capacity.

## Angles down, formats across

Pick three genuine angles — a problem, an economic argument, a demonstration — and three formats you can actually produce at volume. Hold the offer, the audience and the landing page constant so the grid is about creative and nothing else.

## Retire winners deliberately

A winning cell fatigues. When cost per acquisition drifts for a full week at stable spend, produce two variations of the winning angle in a new format rather than starting a fresh grid. Angles last much longer than executions.