Nicolas KorvessisChief Executive Officer, Scale Lab · CEO Of Scale Lab 🧪 Scale Your Business With The 'Pyramid Of Growth' See how it works below! 👇

High CPMs? High CPAs? test small things in your ads for big results

21 Jun 2025 · 0 min

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Run a two-phase Facebook ad test: first, isolate big changes like new creatives and audience segments in single-ad sets. Once you find a winner, duplicate it into a new campaign and test small tweaks like headlines and age ranges. This separates what actually moves the needle from minor optimizations.

That's how I like to test things inside the Ads Manager in one really easy way. First off, it's by having a separate ad asset testing campaign, one ad per ad set, testing big swing ideas, big creatives, new pieces of copy, brand new audiences, et cetera. The other side, I will keep the winner and I will duplicate it with multiple ads per ad set and test small changes, headlines, small changes to the audiences, small change to the age ranges and things like that.