Scaling Meta Year Over Year Through Creative Systems

Context

Meta was a core acquisition channel, but further growth required stronger creative systems and a faster learning cycle to support higher spend.

Constraint

Creative output lacked consistent velocity and structure, limiting learnings and making performance less reliable as budgets increased.

Strategic Decision

Shift from isolated creative iterations to a disciplined testing framework designed to increase learning speed and inform scaling decisions.

What Changed

• Prioritized creative velocity as a leading indicator of scalable growth
• Implemented structured testing frameworks tied to performance signals
• Used learnings to guide budget increases instead of reacting to short-term volatility

Results

• Spend increased 161%
• Purchases increased 262%
• CPA decreased 28%
• ROAS improved 37%

Why It Matters

Scaling spend while improving efficiency requires systems that support learning at volume. This approach reduced reliance on one-off creative wins and enabled sustainable growth.