Meta threw a LOT of updates at advertisers this spring/summer, particularly on the creative front. We’ll help you with a short list of testing recommendations derived, in part, from some excellent results from one of our B2C clients in the financial space.
What did we do, and how can you learn from it?
Flexible Ads for the Win
In a recent test, the client experimented with Meta’s flexible ads, running two creative variations: one featuring user-generated content (UGC) and another with more stylized icon and graphic-driven assets.
The Goal: Reduce creative fatigue and expand the lifespan of high-performing ads by using Meta’s algorithm to dynamically serve the best combinations of creative and copy.
The Outcome: While static single-image and video ads still performed well, the flexible ad units proved especially valuable for long-term performance. These dynamic ads offered greater staying power, allowing for more consistent results over time, thanks to Meta’s ability to mix and match creatives based on user preferences.
The Takeaway: Refreshing assets monthly helped keep the ad content relevant and engaging, especially by using recent top-performing creatives.
New Things to Test on Meta
Fighting off creative fatigue is still one of the biggest keys to Meta advertising performance. Here are the key features and tools to explore next (many of these are new as of 2025):
AI Creative Tools
- Image Variations: Generate different visual formats from a single creative asset.
- Animate Images: Add movement to static assets to increase thumb-stopping power.
- Video Backgrounds: Test dynamic backgrounds to elevate ad storytelling.
Ad Features
- Promo Code Highlights: Make your discounts unmissable.
- Reminder Ads: Let users opt into reminders for upcoming offers or launches.
- Sitelinks: Provide users with multiple landing page options from a single ad.
B2B Audience Expansion
- Tap into richer audience targeting:
- Work-based: Employers, job titles, industries, and recent job changes.
- Interest-based: Business, industry, and professional development topics.
Campaign Types to Experiment With
- Advantage+ Shopping Campaigns: For eCommerce brands looking to scale fast.
- Lead Generation Campaigns: Especially effective for B2B and service-based industries.
As Meta’s ad ecosystem grows in complexity, the key to success lies in constant experimentation. The successful test with flexible ads is a prime example of how dynamic creative strategies can combat fatigue and drive long-term results.
Keep testing. Keep adapting. And as always, keep an eye on the JDM blog for more insights and proven strategies.
