CAC held flat while ad spend 3.6×'d.
Consumer electronics brand scaling fast - creative fatigue capping every attempt to double spend. Standing 25 concepts/week per $100K let the algorithm keep learning through the ramp.
Why the account was underperforming.
Creative refresh monthly, not weekly. Fatigue at ad-level (never rebuilt) instead of concept-level. Same three winning hooks recycled - Meta punished frequency inside 3 weeks each time.
What actually changed.
Stood up 25 concepts / wk
Social Legendary paired with the account. Six archetypes standing simultaneously - nothing recycled inside 4 weeks.
Concept-tagged testing
Every concept tagged: archetype, hook, offer, format. Fatigue tracked at concept level, not ad level. Testing compounds.
Winners → scale in 48h
Any concept beating benchmark by 20% at day-2 scaled 3×. Losers killed at 72–96h. The machine never went cold.
Portability across TikTok
Winning Meta concepts ported to TikTok Spark within a week. TikTok wins ported back to Reels.
Refresh cadence as a KPI
Weekly creative refresh rate treated like a health metric - the account never entered fatigue.
What the account looked like after.
Spend went from $180K/mo to $650K/mo without CAC degradation. Frequency curves flat across the ramp - creative fatigue delayed by a factor of 4× vs pre-engagement.