GUIDE · OLIVER FABLE
How many ad creatives do you actually need?
Short answer: more than you think, and more often than you'd like. Ads get tired. The people who were going to buy from one ad already did, and the rest have learned to scroll past it. Fresh creative is how you keep costs down.
Why ads wear out
The same people see your ad again and again. After a while they stop reacting, and you pay more for every sale. On Meta that often shows up within a few weeks. On TikTok it can be days.
A simple rule by spend
The more you spend, the faster ads wear out, and the more new ones you need. Smaller brands can win with a handful of strong new ads each month. Brands spending more need a steady stream every week.
- Under $20K a month: a fresh pack every month or two
- $20K to $40K a month: new ads every few weeks
- $40K and up: new ads every week
Test hooks, not just ads
The first two seconds do most of the work. One shoot can give you many versions of the same ad with different opening lines. That's the cheapest way to find a winner.
Keep the winners, remake them
When one ad wins, don't just run it until it dies. Remake it with new hooks, new faces and new settings. That's what your next pack is for.
Quick answers
Is one great ad enough?
Almost never. Even a great ad wears out. You need a steady supply of new ones to keep costs down.
How do I know which ad is winning?
Track hook rate, click rate and cost per purchase. Your Results page reads your Meta or TikTok report and shows which ads to keep.
How many ads come in a pack?
8, 15 or 24, each with its own hook, plus photos and organic clips from the same shoot.
See your plan before you pay
Build your Ad Pack in about 10 minutes and get your full ad strategy on the spot. Or try the whole app free first.