Creative fatigue is real.. Even your best ad will eventually stop converting. When that day comes, will you be ready?

That’s why we apply an 80/20 approach to creative production. It keeps performance steady and builds the foundation for long-term scale.

The 80/20 Creative Strategy

Here’s how it works:

• 80% of our efforts go into safe bets – refining what’s already working
• 20% goes into bold creative swings – trying things that might just unlock the next breakthrough

Let’s break down what that looks like.

The 80% – Maximise the Winners

This is your money printer. If you’ve got an ad pulling 3x ROAS, don’t leave it alone. Push it further:

• Test 10 new hooks using the same structure
• Swap thumbnails and visual cues
• Adjust pacing and call-to-action timing
• Refresh the first three seconds without changing the core

Small tweaks can lead to big gains. It’s smart, efficient, and reliable.

The 20% – Build for the Future

This is your insurance policy. Not everything will work, but that’s the point. You’re testing for what could work next.

• Try an angle you think is too niche or too weird
• Speak to an audience you’ve ignored until now
• Experiment with formats that feel “off-brand”
• Step outside your comfort zone on tone, voice, or visuals

The goal here isn’t to play it safe – it’s to explore.

How to Diversify Creatively

If you want to scale sustainably, your ads need to stay fresh across three key areas:

1. Angle Diversity

Don’t rely on a single benefit or use case.

Let’s say you’re selling a magnesium supplement. It doesn’t just help with sleep. It also eases anxiety. Supports muscle recovery. Reduces migraines.
Why only highlight one benefit when your customers care about five?

Different angles connect with different motivations.

2. Audience Diversity

One product can serve very different people.

That same magnesium? A 22-year-old gym bro takes it for muscle cramps. A 60-year-old insomniac takes it to sleep through the night. Same product, completely different reasons.

Speak directly to each group in a way that resonates with them. Don’t just recycle messaging and hope it lands.

3. Visual Diversity

Use a mix of creative formats. We’re talking:

• UGC-style videos
• Polished product demos
• Static image ads
• GIFs
• Hand-drawn animations
• Raw phone footage

Creative Is the New Targeting

With Meta leaning more heavily on broad targeting and machine learning, creative now does the heavy lifting.

Your ad isn’t just a message – it’s your segmentation, your positioning, your entire funnel. One winning concept can take a brand from £50k to £500k per month.

But that only happens if you’re willing to test beyond what’s already working.

So yes, optimise your winners. But don’t rely on them. Build your next breakthrough before you need it.