700+ CREATIVES TESTED✦60+ CONCEPTS A MONTH✦6 APP NICHES✦META ADS✦USA + TIER-1 MARKETS✦HYPOTHESIS FIRST✦ONE VARIABLE AT A TIME✦LOSERS ARE DATA TOO✦700+ CREATIVES TESTED✦60+ CONCEPTS A MONTH✦6 APP NICHES✦META ADS✦USA + TIER-1 MARKETS✦HYPOTHESIS FIRST✦ONE VARIABLE AT A TIME✦LOSERS ARE DATA TOO✦
About me
WHAT I do
I'm a creative marketing specialist working at the intersection of strategy, data, and creativity — turning ideas into campaigns that perform.
I cover the full creative cycle: audience research, concept development, performance analysis, and process optimization. My approach is data-informed and creativity-driven — I use metrics to make better decisions, and strategic thinking to find what the data alone won't tell you.
each launched with a hypothesis and read for a verdict afterward
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concepts per month
today's cadence — earlier months ran higher
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app niches
from werewolf fiction to call recording — same loop, different tropes
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months of work
Featured case — the novels niche
FOUR TOP winners
All four were found during my trial period, in the fiction-novels niche — ads for a mobile reading app with a romance-heavy catalog, made for the US audience.
2× the internal winner threshold — ROAS>5% CTR4/4 account top performers
From the hypothesis to the final verdict — every step on these four was mine.
▶ Creative 01 — the stage
INSIGHT 01
This one works because:
the ad text itself clicked with the audience
text and footage mirror each other — both are about the stage, the performance
an unusual, tilted camera angle that stands out in the feed
men our audience finds attractive
bright, saturated footage that pops
▶ Creative 02 — the library
INSIGHT 02
Why this one works:
a girl in a curled, vulnerable pose — you instantly wonder what happened to her
the pose cues the romance the genre runs on: someone is about to notice her and protect her
first-person story text scrolling over the scene pulls you into the book
Your turn — a real test from the account
PICK THE winner
Two real ads, run head-to-head. The text is identical, word for word. The only difference is the background: a classroom vs. a hallway. Which version do you think brought more installs?
VS
A — The classroom
B — The hallway
👆 Tap a phone — or its button — to lock in your answer
BOTH ✓
Actually, it's a tie — both versions won.
Both cleared the account's winner bar. And for a creative strategist, a tie IS the prize: the text was identical, so the only variable left was the setting — which proves the story drives the result, not the backdrop. One winning script can now scale across any number of settings without re-testing the concept. The same data also showed older viewers reacting — school nostalgia, and parents of school-age kids — two ready-made hypotheses for the next round. One test, three takeaways.
P.S. I log which one visitors pick — occupational habit.
More work
BEYOND THE werewolves
The novels niche is the deep dive — but the same loop has run across six niches. Here are four of them.
Novels
Story-teaser ads built as native feed formats — fake chats, notification stacks, billboard POVs.
AI Note Taker
UGC-style (native, first-person video). What ties them together is the "hook + real-life scene" format, where the app is shown in action.
Call Recorder
A mix of different ideas: AI scenes and generated visuals (a giant iPhone, surreal shots) combined with real footage of Apple phones and genuine emotional moments (a FaceTime call). The hooks are mostly built on curiosity / "secret trick" logic.
Microlearning
A mix of formats and ideas — AI scenes and surreal visuals (a giraffe in a sweater, a heart in a bag), a product screen with a CTA, editorial styling that mimics an article, and live UGC. Hooks lean on quiz-challenge logic ("how many do you know…") and analogy positioning ("like Netflix, but for…") — strong scroll-stopping, with a clear product payoff.
Process
HOW A WINNER GETS found
Hypothesis
I start with research: competitor creatives in BigSpy, SocialPeta and SensorTower, our own past concepts — what worked and what didn't — and current trends. Then I prioritize the strongest ideas for testing.
Brief
I write a clear, structured brief for the designers: the concept, references, text overlays, timing — so the final creative tests exactly the idea I had in mind.
Test
I set up the ads on Meta and launch several concepts side by side, to see which one performs best.
Analysis
I read the metrics — CTR, hook rate, hold rate, CPA, CPM, CPC — and decide what happens next: scale the creative, iterate on it, or archive it.
About me
NICE TO MEET you
I'm endlessly curious and always hungry to grow — I treat every test as a lesson, and the ones that flop often teach me more than the winners. I'm lucky to do that at JatApp, where the pace keeps me sharp and the people make the craft genuinely fun. And I always love connecting with others in this space — swapping ideas and talking shop with people who care about this work as much as I do.
On my desk
Meta Ads ManagerAppsFlyerSensorTowerSimilarWebBigSpySocialPetaFlowClaudeGPTGemini
▶ Creative 01 — the stage 
