What variables do YOU test for on Meta Ads?

[Waddup]

First, think you should be doing = angles.

For example, let's take the offer "People Finder".

At first, you are seeing just a lookup of a person's website, but we will want to start split testing this with different ANGLES.

So your first angle could be:

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I found my husband on dating websites using this tool.

This is a VERY emotional trigger, and a great way to get people to look at their husbands and wives. This angle can be done with even more added emotion by using texts like "67% of husbands are still on dating sites when married."

This triggers the people even more, and you then list this tool on how it was found out*

In the end of the search for this offer, people have to PAY to get the full results.

So this is how you should start.

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Your second angle could be something like "I can't believe I was dating a criminal, or make it even harder, a SERIAL KILLER.

Yes, this one is over the top, but that's just to show you what type of different angles you can build.

"I can't believe he was around my kids"

---

A third angle could be, for example, "I got the best job of my life"

Describe how you used this tool to search for your next potential boss and found all the things he liked, which in turn helped you get the job.



Keep doing this until you come up with a bunch, and that's how I would begin testing, ANGLES = where it all starts from there. When you see better results with one angle, you start focusing on making better ADS or VIDEO ADS for that angle.


Hope this helps,
Waddup

 

[Media Mikenco Agency]

I always start by testing the creatives , because that's what has the biggest impact on CTR. After that I test the hook — it makes a huge difference even with the same audience. I leave the audience for last.

 

[Golden Agency]

Depending on the purpose and nature of the product and current market demand, you can set up your own test, because not all products can run the same test.

 

[Henry Sepov]

When you’re starting without a strong custom audience, I’d focus first on testing creatives — especially headlines and images. They tend to have the most immediate effect on CTR and engagement. After that, I usually test landing page variations to see how users convert once they click through.
If you're open to channels beyond Facebook or Google, I’d seriously look into MGID. It’s a native ad platform that works well even without detailed targeting data. I’ve used it for campaigns where we had no lookalike or custom audiences, and just relied on good creatives and content angles.
Especially useful if you’re pushing content-driven funnels or affiliate offers.

 

[jarv melan]

When running ads for a company without a large/accurate custom audience what variable would you firstly test via A/B testing or two concurrent campaigns?


All responses appreciated!

Consider testing different audience targeting options, like interests, demographics, or behaviors, to identify the most effective segment for your ads.

 

[evebeatot]

I usually prefer A/B testing. Hope it works for you.

 

[LEGIT Agency]

Always Test Creative First
When starting cold, the creative is your most powerful lever. Facebook’s algorithm is smart enough to optimize targeting if your ad gets engagement.
Why?
Creative directly impacts CTR, engagement, relevance score, and CPM
It’s the first thing people see—it drives the emotional hook
Facebook’s delivery algorithm favors better-performing creatives, even with average targeting

 

[Norah Do]

Running 2 campaigns at the same time will be more effective and true to the intended use, the purpose is to test many target audiences in the market.

 

[Mount Digital]

You'd better keep the test going for a sufficient length of time, usually for at least one week.

 

[ZENTRY]

In addition to testing like that, you can test by set up 1 into 5 different camps to test.

 

[Retracra]

When running ads for a company without a large/accurate custom audience what variable would you firstly test via A/B testing or two concurrent campaigns?


All responses appreciated!

If you don’t have a custom audience, start by testing basic things like different ad copy and visuals. You could try targeting broad interests or lookalikes based on demographics, age, location, etc. I’ve seen good results by focusing on audience behavior and not just interests. It’s also key to test small, see how each campaign performs, and optimize based on that. If you run into any issues, some people I know use trusted agency accounts to avoid problems with restrictions and speed up scaling.

 

[SilviaSignals]

Start with creatives and copy that usually gives the fastest insights.

 

[LS Marketing Agency]

A B testing seems to be more effective on my own opinion

 

[OracleBo]

When you’re starting without a strong custom audience, I’d focus first on testing creatives — especially headlines and images. They tend to have the most immediate effect on CTR and engagement. After that, I usually test landing page variations to see how users convert once they click through.
If you're open to channels beyond Facebook or Google, I’d seriously look into MGID. It’s a native ad platform that works well even without detailed targeting data. I’ve used it for campaigns where we had no lookalike or custom audiences, and just relied on good creatives and content angles.
Especially useful if you’re pushing content-driven funnels or affiliate offers.

Totally agree with you! Testing creatives is definitely the best starting point, especially when you don’t have a precise audience. And MGID is a great tool for such cases — native ads really deliver solid results without complicated targeting. Great advice for anyone who wants to launch quickly and see the first results!

 

[MISA POD]

You should test for at least 1 week such as testing images, content, interests, behaviors to have enough data.

 

[SEO NoraFJ]

Collect enough data and account for daily fluctuations to determine which content attracts attention and drives the best engagement.

 

[BBIM AGENCY]

Identifying the content that attracts attention and drives engagement best makes a huge difference even with the same audience.

 

[Manas Marketing Agency]

When you don't have a standard customer file, A/B test the ad content (image, title, text, CTA) first because it has the biggest impact on campaign effectiveness.

 

[Agency HLV]

I will usually narrow down the age then region.

 

[Huni]

When running ads for a company without a large/accurate custom audience what variable would you firstly test via A/B testing or two concurrent campaigns?


All responses appreciated!

You should start A/B testing with creative variables (images + content) first, while running 2–3 different campaigns (cold audiences) to test the audience.

Reason:
Without a custom audience → Facebook can only optimize based on creative, behavior, and broad audience. You have to teach the machine learning from scratch.