Creative assets have become one of the biggest performance levers on platforms like Meta Ads. A solid creative strategy ensures you resonate with the right audiences and can maintain or scale performance, especially during critical periods such as Q4. Below is a simple process used at Aplo Group that divides creative into two buckets—pipeline and conceptual—to optimize your production cycles and test effectively.
This subject was the core focus of a conversation between our co-founder, Dylan Byers, and John Blair, host of the Free to Grow CFO Podcast.
In the episode, they explored how DTC brands can achieve rapid growth while ensuring profitability, providing actionable strategies to keep both in balance. You can check out the full conversation here.
These are angles and formats that have already proven effective. They typically include evergreen content or offers that consistently deliver positive outcomes.
Pipeline creative helps maintain a baseline of predictable performance, letting you scale spend without risking the entire account.
Net new angles and formats with limited or no historical data to back them up.
Conceptual creative pushes boundaries. When something in this category takes off, it can significantly expand your reach or lower your CPA.+
Creative is the king of paid social. By structuring your content into “pipeline” and “conceptual,” you’ll have a steady flow of proven winners while continuously experimenting to discover new angles for scale. This two-bucket approach ensures your brand remains both stable and innovative in an ever-changing ad landscape.
