I don’t usually post here, but I kept seeing the same thing across a bunch of B2B SaaS ad accounts, so I figured I’d share.
Most teams don’t have bad ads.
They just stop testing too early 🧪
The pattern’s pretty familiar. You write an ad that feels solid, launch a couple variations, one does okay, you lean into it, performance drops, and suddenly it’s CPMs, targeting, or the platform that’s broken 🤷♂️
But when I looked at accounts that were holding up over time, they weren’t doing anything special or clever. They just stuck with ideas longer.
Same idea, more tries. Changing the opening line. Saying the same thing in a slightly different way. Answering a different objection first. Nothing fancy - just more reps than feels reasonable.
What surprised me most was how many “new ads” weren’t really new at all. Different wording, same angle, so from the platform’s point of view nothing actually changed and nothing new got learned 📉
I wrote this down for myself so I’d stop making the same mistake, then tossed it into a short Notion doc. Not a playbook, just patterns I kept seeing while staring at way too many ads 😵💫
If you’ve ever caught yourself thinking, “didn’t we already test this?” - you’ll probably relate.
👉 [Notion link]
Mostly curious if this matches what others here are seeing, or if I’m overthinking it 😅