What’s your current Facebook ad testing workflow?

DigiHero Agency

DigiHero Agency

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I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
 
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These days I test broader. One strong creative, stacked interests, CBO $100–200/day. Once metrics stabilize, duplicate to new budgets instead of changing audiences constantly.
 
The classic 3x3 doesn't cut it like it used to, you're right. What I've found more effective lately is a more focused, iterative approach.
 
DigiHero Agency said:
I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
Click to expand...
Now testing 3×3 is out of meta
I am running in the direction of 1 broad campaign + 5–7 different creatives, focusing on testing hooks and content durability instead of audience.
The algorithm automatically finds the right person, my job is to feed it standard data + creatives that are different enough to learn.
 
Totally feel that testing has become way less predictable. Lately I just run one broad audience with multiple creatives, then let Meta optimize; once a few ads show steady performance, I scale slowly through CBO.
 
DigiHero Agency said:
I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
Click to expand...
I run 1 broad ad set with 5–10 creatives, let it run a few days, then cut losers and scale top 1–2 with higher budget or CBO dupes.
 
Since budget are so low
I test without spends and see how engaging the content is reels and the likes on multiple platforms
Choose the most engaging and advertise that

Make similar ads like it and test again
 
the way I find more effective recently is to separate the testing phase, run small cbo creative testing from 3-5 ads, 1 broad audience to find the winner first, then bring the winning ad through a scaling campaign with 2-3 broad audiences. this way helps the algorithm focus on signals and stabilize performance for longer.
 
DigiHero Agency said:
I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
Click to expand...
Testing is great, be creative with your content and images, it's very diverse. I usually keep the budget small, test then separate the audience and increase gradually.
 
The old 3x3 strategy is outdated. Now, test a variety of creatives (especially short videos) on a wider audience or Advantage+. When you find a winner, duplicate that campaign/ad set with a larger budget to scale, trusting meta's AI more.
 
Creative is king these days. An effective strategy is to test and scale separately: first, run a small CBO on a Broad Audience to find a winner; then, turn off the weakest version and scale (increase budget and replicate) the winner to other Broad Audience files, to stabilize performance and focus on quality signals.
 
DigiHero Agency said:
I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
Click to expand...
FB's algorithm is unclear and changes constantly, good results are scaled and bad results are deleted and refreshed
 
In 2025, I start small 3–5 creatives with broad targeting instead of multiple audiences. I let Facebook’s algorithm optimize early, then scale winners by duplicating ad sets with higher budgets. Creative testing matters more than audience testing now.
 
I find the current testing method more effective when following the creative-first approach. Focus on 4-6 strong creative samples and let the algorithm find the right target in a wide range. After having good signals, split the test into specific target groups to make the scale more stable
 
Altom Tiny said:
I used to follow the same classic testing method, but recently I found it no longer has stable results. Now I separate creative and audience testing to find ads with high CTR, then moving to the scaling phase with multiple audiences
Click to expand...
Can you let me know the effectiveness of this method? The budget you usually use for a campaign or group budget
 
DigiHero Agency said:
I’m curious how everyone structures their creative and audience testing on Facebook in 2025.

I used to follow the classic method (3 creatives × 3 audiences × $400/day), but lately performance seems unpredictable.

How do you personally test and scale your winning ads today?
Click to expand...
I will try 1-1-1 campaign and start at low budget but I will run multiple campaigns in 1 day when the campaign that is not performing will be turned off for that day
 
The way I usually do it is to create 1 campaign, 1 group, 1 ad with a budget of $50. Then look at the metrics and increase the budget in the way of 1 campaign, 3 groups, 3 ads.
 
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