Experiments

Your ads can answer any question
about your business.

Most brands use ads to sell. The best brands use ads to learn. Every experiment validates something you didn't know, and each answer unlocks the next question to ask.

Get Experiment Ideas
The shift that changes everything
Before you can scale creative, you need to know what creative to make. Experiments answer that question. Each one validates an insight and unlocks the next test.
How most brands spend
"We need more ad creative"
"Let's try a new hook and see what happens"
"Our creative is stale, make something fresh"
"The agency sent 20 ads, run them all in a CBO"
→
How experiments work
"Who is actually buying and why?"
"Which purchase trigger converts best?"
"Does problem-solution or us-vs-them work better?"
"Validate the winner, then scale that one thing"
Making to Knowing cost curve
1
Pick what you want to learn
Choose an audience, an angle, or a question about your customers you don't have the answer to yet.
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2
We run the experiment
We build the ads, set up the test, and run it for 7–14 days.
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3
You get a clear answer
You find out which audience converts, which message lands, and why.
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Before the experiment
What do you want to learn?
Browse experiments by question type. Each one is based on real patterns across 50+ brands. Click any card to see what the answer unlocks.
AudiencePremium Pet Food
Who would switch to a premium dog food?
New Puppy Parents
First-time owners building habits from scratch
Problem Solvers
Dog has allergies, digestion, or coat issues
Guilt Upgraders
Nothing's wrong, just feel they should do better
What you'll learn: Which life moment creates the strongest purchase trigger. Just as important: which audience wastes your budget so you stop spending on them.
AudienceCustom Portraits / Personalized Art
Who would order a hand-painted custom portrait?
Self-Buyers
Want it for their own home, personal keepsake
Gift-Givers
Buying to create a reaction in someone else
Memorial Buyers
Processing loss, creating a keepsake
What you'll learn: Whether your funnel should say "you'll love this" or "they'll cry when they open it." The buyer and the user are often different people.
AudienceNatural Personal Care
Who would buy a natural deodorant?
First-Time Switcher
Never tried natural, curious about making the switch
Brand Refugee
Tried Native, Schmidt's, gave up, willing to try again
Partner Influenced
Wife or partner is pushing them to switch
What you'll learn: Three different people need three different ads. The refugee needs "finally one that works." The partner-influenced buyer needs "she'll notice." The newcomer needs "easy switch."
AudienceMeal Kits / Prepared Food
Who would subscribe to a prepared meal service?
Singles Cooking Alone
"Cooking for one isn't worth the trouble"
Dual-Income Couples
Both working, weeknight survival mode
Macro Trackers
Need exact protein and calorie counts
What you'll learn: Which life situation drives subscription intent. Singles might convert but churn. Macro trackers might never leave. Knowing who doesn't stick is just as valuable.
AudienceHome Security
Who would install a home security camera?
Theft Victims
Something was stolen, they want proof next time
Neighborhood Worriers
Crime rising nearby, preventive purchase
New Homeowners
Just bought a house, setting everything up
What you'll learn: Whether reactive buyers (something happened) or proactive buyers (something might happen) convert better. This changes your ad urgency and campaign timing.
After the experiment
Each experiment unlocks the next one
An experiment validates something you didn't know. Once you see the result, it'll make sense why it works. You don't rewrite your whole business overnight. You start producing around it, test whether it holds, and each answer opens the next question.
1

You validate what actually works (and what doesn't)

The winning insight probably confirms something your reviews hinted at. Now you have proof. And knowing what doesn't work stops you from wasting budget on it.

Example
Winner: "Problem Solvers" converted at $14 CPA. Reviews always mentioned health issues. Now you know it's real.
Losers: "Guilt Upgraders" hit $47 CPA. "New Puppy Parents" hit $31. Cut both from paid.
2

You start producing around it

You don't erase your content calendar. You add to it. Start producing content around the validated insight: blog posts, social content, UGC briefs that speak to the winning audience or angle. Test a dedicated landing page. Update your product page copy. The insight spreads gradually, not all at once.

What you start doing
Content: Add "health issue" dog food topics to your content calendar
Landing page: Build one page for health-issue dog owners, test it
UGC briefs: Ask creators to film dogs with visible improvement over 30 days
Product page: Surface reviews from health-issue buyers first
3

You test if it holds across the business

The real multiplication is testing whether the validated insight holds in other places: Does it work on Google? Does it change email open rates? Does the landing page convert from organic too? Each test either confirms or refines what you learned.

Where you test next
Google Ads: Does "dog food for allergies" outperform "premium dog food"?
Email: Does health-focused subject lines beat your current ones?
Amazon: Does leading with symptoms improve your listing conversion?
4

The next experiment unlocks

Now you know WHO buys. The next experiment asks WHY within that audience. Then WHAT format works best. Then WHAT offer converts. Each answer narrows your focus and increases your confidence. After 3-4 experiments, you're not guessing anymore.

A typical experiment sequence
Experiment 1: Who buys? (Answer: Problem Solvers)
Experiment 2: What angle works for Problem Solvers? (Answer: visible symptoms)
Experiment 3: What format works for visible symptoms? (Answer: before/after)
Experiment 4: What offer converts Problem Solvers? (Answer: money-back guarantee)

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