A simple creative testing framework

Most creative tests fail because too many variables change at once. Start by locking the offer and landing page, then test one layer at a time: hook, angle, format.

Give each concept enough spend to exit learning, judge on cost per purchase rather than click-through rate, and retire losers quickly.

Winners get iterated: new hooks on the same body, new formats on the same angle. That is where most of the scale comes from.