How to create a killer Facebook ad testing campaign

One of the biggest “traps” that makes it difficult for many brands to sustainably scale their profits is making mistakes right from the testing structure. After many trials, I have found a formula to solve this problem. Although the method can be flexible depending on the number of creative ideas per week, your daily/monthly budget, or AOV, there are core principles that never change. In this article, BHW will reveal a “sure-win” creative testing strategy, suitable for accounts with a spending level from 500 USD/day to 50,000 USD/day.
Black Hat World is a pioneering agency in providing resources and renting Facebook Ads accounts for various industries. With over 11 years of experience, BHW owns a reputable BM Agency system along with a high-trust, aged Via repository, ready to meet all customer needs and has accompanied countless successful advertising campaigns.
We provide a comprehensive and effective solution, helping businesses rent Facebook ad accounts to easily overcome barriers and challenges during campaign implementation.
The purpose of creating a Facebook ad testing campaign.
In the competitive world of advertising, implementing tests is not just an option but a mandatory factor if you want to optimize effectiveness and maintain an advantage. Here are some compelling reasons why testing should be a part of your Facebook advertising strategy:
Increase ad performance.
Testing allows you to analyze and discover which elements truly resonate with your target customers. As a result, you can improve your click-through rate (CTR), enhance your conversion rate, and optimize your ROAS (Return on Ad Spend). In other words, you will know exactly what makes customers take action and what is the most profitable investment.
Optimize targeting.
Not all audiences react the same way to an ad. Testing various targeting parameters helps you refine and select the most promising customer group, who are most likely to convert. This is how you intelligently turn your budget into profit.
Minimize poor ad conversion.

One of the biggest enemies of Facebook ads is ad fatigue – when users see the same ad sample too many times and gradually ignore it. Testing a variety of images, content styles, and ad formats will help refresh the experience, maintain customer interest, and extend campaign lifespan.
Always stay ahead of the curve
Facebook’s algorithms and policies are constantly changing, along with fluctuations in user behavior. Regular testing helps you quickly grasp new trends, find the most suitable formula for platform updates, and always keep your brand one step ahead of the competition.
How to create a killer Facebook ad testing campaign
To optimize costs and scale Facebook ads while maintaining profitable results, you need a strict process of testing, scaling, and maintaining winners. Below is a detailed, step-by-step guide to building a scientific and sustainable campaign testing system.
Step 1: Set up the Prospecting CBO (Campaign Budget Optimization) campaign.

- In Ads Manager, create a sales campaign and choose the manual sales campaign option.
- Name the campaign: Prospecting CBO which will be the campaign for finding new customers (main prospecting).
- Turn on the Advantage campaign budget and allocate the exact budget you want to spend. For example: if the budget is 100 USD/day → enter 100; if it’s 1,000 USD/day → enter 1,000.
- Bidding strategy: choose Highest Volume (most conversions) or Highest Value (highest conversion value).
This is the “logistics” campaign for testing new creatives, finding potential ideas, and serving as a stepping stone for the scaling process.
Step 2: Set up an ASC (Advantage+ Shopping Campaign).
- Create a new campaign: ASC (Advantage+ Shopping Campaign).
- Set the attribution window to 7-day click / 1-day view to closely monitor conversion effectiveness.
- Include both existing customers and those who have interacted with you before (adjust this in Advertiser Settings).
The ASC campaign is your “scaling machine.” In the long run, ASC will account for the largest proportion of your budget, while also handling most (or all) of your retargeting work.
Step 3: Create a broad pack to test creatives
Within a CBO prospecting campaign:
- Create the first ad set, name it: Broad Pack 1 → this means targeting a 100% broad audience (no gender, no age, no segmentation).
- In Broad Pack 1, add from 6–8 creatives (which can be images, videos, or catalogs).
- When you have a new batch (for example, you just took new photos or videos, adding 10 samples), do not add them directly to Broad Pack 1. Instead, create a new ad set: Broad Pack 2.
Each new batch of creatives requires a new ad set to avoid resetting the learning phase, while also allowing Facebook to automatically and objectively compare Broad Pack 1, 2, 3… and select the “winner.”
Step 4: Begin the “Graduation” process to move the best ads to ASC.
- After running for about 7–14 days, go into the Prospecting CBO campaign and filter for the ads with the highest spending and best ROAS.
- Only select the top 10% of the best ads to duplicate into the ASC campaign.
- Therefore, ASC only contains proven effective ads (winners) → making failure nearly impossible.
Simply put: Prospecting CBO = the place to test and “train” ads; ASC = the place to gather “super elite” ads to scale.
Step 5: Test Interests in Prospecting CBO

- Once you have a few broad packs, you can add a new ad set for each specific interest (e.g., Nike, Gymshark…).
- Only use the best creatives from the broad packs to run with these interests.
- Every 1–2 months, add a new interest to expand the customer base.
Facebook will automatically allocate the budget to the effective interests, so you don’t need to intervene too much.
Step 6: Compare with the traditional testing method.
- The old way: You are forced to allocate about 20% of your budget to a test campaign. ROAS is often low, leading to wasted money.
- The new way (following this structure): Poor creatives only account for 2–5% of the budget (because they are in Prospecting CBO), while ASC accounts for up to 70% of the budget, and all are winners → bringing superior profits.
Concrete example
- With the old method: a budget of 1,000 USD/day, monthly revenue was only about 57,000 USD.
- With the new method: also 1,000 USD/day, monthly revenue can reach 67,500 USD → an additional difference of 10,500 USD (“found money”).
- If you continue to reinvest that difference, monthly revenue can reach up to 91,200 USD.
With this structure, you can not only test many creatives effectively but also build a self-filtering, self-scaling system. Prospecting CBO acts as the “lab,” while ASC is the “money-printing machine” because it only contains proven winners.
Creating effective facebook ad test campaigns not only helps you optimize costs but also provides valuable data to improve long-term ad performance. By persistently testing, analyzing, and adjusting, you will build a sustainable advertising strategy, reach the right potential customers, and optimally increase profits.
Frequently asked questions
You do not have to spend too much from the beginning. A reasonable test budget usually ranges from 5 – 10% of your total ad budget. The goal of this phase is to collect data and determine which elements work best, rather than seeking immediate profit. Once you have clear results, you can increase the budget for ad sets that bring high efficiency.
This depends on your specific situation, but generally, you should start with ad content (including images, videos, headlines, and messages). This is the element that directly impacts customer emotions and actions. After finding effective content, you can continue testing the target audience and ad formats to optimize for higher results.
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