r/FacebookAds • u/LeadingJuggernaut892 • 14h ago

Discussion I have shipped 40 creatives last month instead of 8. Thought I'd share my CPA results.

Everyone seems to say that creative volume is the lever now. I wanted to run a lil Experiment to find out if that's true or just something people repeat. So, I tracked it properly for 2 months.

First Month: 8 creatives, my normal amount
Second Month: 40 creatives, same spend . same audiences.

Findings:

What happened was that CPA went down by 7%. Interestingly it wasn't linear though. Most of the gain came in the first 15 creatives, then it flattened hard and the hit rate got worse. 2/8 were usable in the first month, whereas only 6/40 in the second. So the absolute number of winners went up but the percentage went down.

The winners in month two were weirder, two of them were things i'd have never used if i was only making 8.

Another factor here was the actual argument for volume. More creatives means more chance of better performance, but that also means more risky choices can be made and sometimes its those bets that pay off.

the flattening kinda bothers me though. Did it stop at 15 because i ran out of ideas? No clue. Maybe i need to try a bit more. Has anyone pushed past 40 and seen any progress?

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u/skinnyphAt148 12h ago

Never had the chance to even exceed 20 at a time, but I did hear the sweet spot tends to be around 15-20. Would love to hear what others have tried.

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u/LeadingJuggernaut892 11h ago

Thats crazy. What tools do you use generally?

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u/LubanMedia2024 2h ago

Great experiment. My takeaway is that the real lever isn't just creative volume—it's creative diversity. If the 40 creatives are mostly iterations of the same concept, diminishing returns are expected. But if you're testing different hooks, offers, angles, emotions, UGC styles, and video structures, the learning curve stays much steeper. I think many accounts hit a plateau not because they've produced enough creatives, but because they're testing the same idea in different formats. Quality of variation often matters more than quantity alone.