The Smarter Way to Test and Scale Meta Ads: ABO First, CBO Later

Article by: Christian Horne, Paid-Ads Specialist

One of the simplest shifts that’s had the biggest impact on our paid social results?

Testing with ABO. Scaling with CBO.

Testing in ABO gives you control

When I run creative tests, I want each ad to get a fair shot. With ABO, I can push spend evenly across ads so nothing gets buried.

The problem with testing in CBO is simple – you’re handing the steering wheel to Meta far too early.

You might launch 100 new ads. Maybe 20 of them actually have potential. But Meta doesn’t know that yet.

Instead of waiting to see which ads convert, it tends to pick winners based on early signals like CTR or engagement. Not sales.

My approach is simple:

1. Test in ABO
Give each ad room to prove itself. No guessing, no shortcuts.

2. Identify what’s working
Look past vanity metrics. Focus on actual sales performance.

3. Move winners into a CBO to scale
Once something’s proven, CBO helps maximise efficiency at scale.

That’s it. Don’t overcomplicate it.

If you’re relying on Meta to pick your winners too early, you’re leaving money on the table. Own the testing phase – then let CBO do the heavy lifting when it’s time to scale.

Post inspired by: Ben Radack

Jake Cronin

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Christian Horne

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