Results-based ads: how we test before investing for real

When a client runs ads for the first time, we don't know yet which design, which copy, or which audience will bring them customers. That's why we don't start by spending: we start by testing.

Step 1: a test budget

Let's say you have $50 for the test. Instead of putting it all into a single ad, we prepare several versions: different designs, copy, and angles.

Step 2: measure what works

We look at real results: how many people message you, how much each message or customer costs, and how good those customers are. Learn how to read this in How to tell if an ad is working.

Step 3: drop without fear

Designs that don't work get dropped. If after two days an ad is spending too much and not bringing good customers, we pause it right away. We don't wait 30 days for a miracle, because that's unnecessary spending and time wasted on people who aren't even going to hire you.

Step 4: improve what does work

An ad that works doesn't get left alone. We look at what can be improved: the copy, the image, the audience, the strategy. We're always improving.

Heads up: we don't keep making drastic changes to ads that are already performing well, because Facebook and Instagram need a few days of data to learn. Improving isn't changing everything; it's adjusting with good judgment.

Step 5: invest with confidence

Once we know which ad brings in customers, that's when we increase the investment and, if it makes sense, use a daily budget.

Why it works

Because we focus on results. We don't leave things as they are and hope they work: we make them work.

Fernando ChávezFounder of Blides Publicity, an advertising and digital marketing agency with offices in Orlando, Florida, since 2019.