Run 2-4 creatives per ad set for 14-21 days, target 95% confidence using a CPL calculator, judge on downstream conversion, not just CTR or CPL.
Test design
- 2-4 variants per ad set - Min 50 conversions per variant (Meta learning phase minimum) - 14-21 day window - 95% confidence via CPL calculator (Convertize, Optimizely)
Judge on
Booked-consultation rate, not CTR. CTR winners often have weaker downstream conversion.