600+ 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✦OPEN TO FULL-TIME✦600+ 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✦OPEN TO FULL-TIME✦
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 — optimized for silent scrolling and aimed at romance readers 18–35.
AI Note Taker
UGC-style ads with a three-act spine: a high-stakes hook, an in-app demo of the AI summary, and a testimonial payoff — one framing for professionals, another for students.
Call Recorder
A modular testing system: the back half stays fixed — social proof, demo, end card — while wildly different hooks compete up front.
Microlearning
Trivia hooks that make you answer in your head before you decide to care — plus a "replace doomscrolling" promise.
Process
HOW A WINNER GETS found
Every creative in my log goes through the same loop. Four steps, no magic — the loop is what makes 60+ concepts a month possible.
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 ten months into performance creative, which makes me a junior — a junior with a 600-creative testing log. Every launch starts with a hypothesis and ends with a verdict — that's how 600 creatives became a method instead of a blur. AI tools sit inside the loop; that's how one person keeps 60+ concepts a month sustainable instead of heroic. The work is English-language, for USA and Tier-1 audiences, from romance fiction to call recording. My favorite moment is when an A/B proves me wrong — that's the day I learn something true about the audience. What I want next is a team with a high testing tempo and harder questions.
On my desk
Meta Ads ManagerAppsFlyerSensorTowerSimilarWebBigSpySocialPetaFlowClaudeGPTGemini
▶ Creative 01 — the stage 
