Creative Testing Pipeline
For an account that’s running. A monthly retainer, new angles every month.
Your audience hasn’t run out. You’ve run out of things to say.
When the algorithm chooses who to show it to, the ad is the targeting. We make the ads for your paid campaigns, up to 1,000 a month. Each one is built from how your customers decide and from the numbers in your account.
Only creative. Your campaigns stay with whoever runs them today.
Creative Growth Agency
10,000+ videos
- 5
- years
- [N]
- accounts we read every month [to approve]
Clients we have worked with
The symptoms
Four effects every large account knows. None of them has a column in the report.
Each has a name, a scientific explanation, and something you can do about it.
We scaled the Winner, and it crashed.
The cheapest ad in the test is usually also the luckiest.
20 identical ads, with a true CPA of ₪200, scattered around a horizontal line at ₪200. One of them, the winner, lights up at ₪125.
We gave it three days. It didn’t deliver. We shut it.
Some of your best ads were shut down just as they started to work.
Two performance curves over 10 days. Ad A jumps on day one and fades. Ad B starts weak, and after people have seen it three times it overtakes. A vertical line on day 3: this is where most accounts shut an ad.
A frequency of 2.1. So why is the CTR falling?
The ad stops working first with your most valuable customers, and the average doesn’t show it.
A distribution in bars: how many people saw the ad once, twice, and so on up to 10 times or more. About half saw it once. A dashed line on the average, 2.1. The bars for 6 times or more are coloured: here the ad no longer works.
A great hook rate, and no sales.
Most of the people you paid for left before the product appeared.
A video’s retention curve, second by second, falling sharply. At second 8 the product appears, with 15% of viewers left. The area under the curve up to second 8 is shaded: you paid for all of these.
20 identical ads, with a true CPA of ₪200, scattered around a horizontal line at ₪200. One of them, the winner, lights up at ₪125.
Two performance curves over 10 days. Ad A jumps on day one and fades. Ad B starts weak, and after people have seen it three times it overtakes. A vertical line on day 3: this is where most accounts shut an ad.
A distribution in bars: how many people saw the ad once, twice, and so on up to 10 times or more. About half saw it once. A dashed line on the average, 2.1. The bars for 6 times or more are coloured: here the ad no longer works.
A video’s retention curve, second by second, falling sharply. At second 8 the product appears, with 15% of viewers left. The area under the curve up to second 8 is shaded: you paid for all of these.
Recognise one of them? In the first meeting we’ll show you exactly where it’s happening in your account.
The approach
Creative is an answer. Most accounts never asked the question.
You can’t make good decisions about ads without knowing how your customers make theirs. Three questions, and the answers decide what to show, to whom and when.
Hook rate can be the most important number in an ad for a snack, and say very little about an ad for insurance. The type of decision determines which number is worth checking.
The Fielderz methodA 2×2 map: high involvement versus low involvement, information decides versus feeling decides. Proof: how many reached the second with the proof. Identity: brand-name searches and LTV. Ease: CVR. Impulse: Hook rate.
Data first
You read the bottom line. We write for what produces it.
So if it all starts with the customer, why don’t the reports show it? CAC and MER tell you whether the ad worked. The metrics along the way tell you why, when it’s about to weaken, and what to write in the next ad. We’re measured on the first and work by the second.
Every metric on its own misleads. What needs to change in the ad only shows when you cross two.
The console’s readings: two metrics, what it means and what changes in the ad.
- High Hook rate · low Hold rate. What it means: The hook promises something the body doesn’t deliver. What changes in the ad: Replace the body, not the hook.
- High CTR · low CVR. What it means: The message attracts the curious. What changes in the ad: A message that filters, even if CTR drops.
- Leads up · SQLs flat. What it means: The ad brings interest in the product, not need. What changes in the ad: Talk about the problem, not the product.
- CPM up · CTR steady. What it means: Competitors came in, and the ad isn’t good enough for the auction to prefer it. What changes in the ad: An ad people respond to is cheaper to show.
- ROAS up · MER flat. What it means: The platform takes credit for purchases that would have happened anyway. What changes in the ad: Messages for people who don’t know you yet.
- Good CAC · the budget doesn’t grow. What it means: The ready audience is small, and it’s already been bought. What changes in the ad: Messages for earlier stages.
- CAC down · LTV down. What it means: Buying cheap customers who don’t come back. What changes in the ad: A different entry message, not a discount.
From account to profit
The campaign report ends at CAC. The business keeps going.
And when you read it right, you also see what it costs the business. The ad that brought in the customer decides how much they’ll leave you.
A discount brings cheap customers, twice.
To the discount calculatorA chart over six months: a customer’s LTV by the message that brought them in. The line for a customer who came from a discount is the lowest and flattens out, the line for value sits in the middle, and the line for identity is the highest and still rising. The gap between identity and discount at month six is marked with a yellow bar.
The craft
Data knows what to say. It doesn’t know how.
So what do you do with all this? This is where the creative comes in. Everyone buys media in the same auction, with the same algorithm and the same settings. The one thing your competitors can’t buy is what you show. That’s why creative is the last competitive edge left in paid advertising.
The first frame picks the audience. It decides who stays for the second.
The hypothesis Someone comparing needs to see the comparison in the first second. An ad that sells but doesn’t speak like the brand is a high-interest loan. It brings results now, and the brand pays for it later.
How an ad gets built
The work
We produce everything in-house: UGC, shoot days, brand films, statics, motion, AI. Every format has a different job in the account, and in the gallery each work says which.
Shoot day · [role]
Static · [role]
Motion · [role]
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UGC · [role]
Brand film · [role]
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AI · [role]
Static · [role]
UGC · [role]
Static · [role]
Shoot day · [role]
Static · [role]
UGC · [role]
Brand film · [role]
UGC · [role]
Motion · [role]
Static · [role]
UGC · [role]
Brand film · [role]
Static · [role]
Shoot day · [role]
Static · [role]
UGC · [role]
Static · [role]
Brand film · [role]
Shoot day · [role]
Brand film · [role]
UGC · [role]
Static · [role]
Motion · [role]
Static · [role]
UGC · [role]
Static · [role]
Brand film · [role]
Shoot day · [role]
Brand, over time
A young brand needs people to know it. A big brand needs them to remember why.
And good creative doesn’t only work this month. A strong brand sells more because more people remember it, and can charge more because there’s less to compare it with.
A brand doesn’t die of old age. It dies when you keep telling it what worked when it was young.
Where the brand hidesThe brand’s life axis, left to right: launch, growth and maturity. The line rises slowly at launch, climbs through growth and levels off at maturity. The “You are here” marker stands on growth.
The offer
Make more from the budget you already have. Then grow it, without eating into the profit.
If the problem is the creative, we’ll find it and fix it within 90 days, max. If it isn’t the creative, you’ll hear it in the first meeting.
What we offerThe 90 clock: week 1 we read, week 4 we’re live, day 90 the account runs on tested messages. Along the way two meters move: new-customer CAC falls, and MER rises.
Creative GTM Strategy
For launching a product, a market or a feature. A project with a start and an end.
We work directly with your agency or performance team, at a fixed weekly rhythm. A fit for accounts that spend ₪90K a month or more on advertising.
Who it’s for
Who it fits, and who it doesn’t.
One client’s numbers, not everyone’s average. [to approve]
- CAC before and after 90 days
- [ ] [ ]
- Share of budget on new ads
- [ ]% [ ]%
We aren’t cheap. A mediocre ad costs more than we do, and the bigger the budget, the wider the gap.
Is it a fit?E-commerce and D2C
ROAS was good until the message wore out its audience. Now every budget increase buys customers at double the price.
Tech
There’s a CAC target and a pipeline. The ads only talk to people who are already searching, and that’s where the auction is most expensive.
Big brands
The agency reads the campaigns, the studio produces, and nobody reads the two together.
Performance agencies
You run the machine. We feed it.
What clients say
“Before Fielderz we kept uploading more and more creatives and hoping something would catch. Now there’s a reason behind every test: who we’re talking to, which angle we’re testing and what the result is supposed to teach us. It’s a real change in how we work.”
“What we liked is that they didn’t start from ‘which videos do you want?’ but from why people buy from us at all. Suddenly we had different messages for people who don’t know us and for people who are already weighing it up. It sounds basic, but it was never organised like that for us before.”
“Our campaign manager didn’t have to chase the creative team or explain again every time what he was seeing in the account. Fielderz went into the data, spoke his language and brought ideas tied to what was actually happening. For me, that’s their biggest advantage.”
“We came for a shoot day and left with a lot more than a few nice videos. They thought through the hooks with us in advance, the different versions and how each cut would be used in the campaign. When the material arrived, it was clear it was planned for real work, not just for a portfolio.”
“We were stuck with the same two messages that had worked for us in the past. The team helped us open new angles without losing the brand’s language. The good part is that you don’t have to reinvent everything every month, just understand what works and build on it smartly.”
“Our product needs a bit of explaining, and a lot of our earlier ads simply tried to say everything at once. Fielderz broke it down into a few clear messages and chose the right format for each. The content became much easier to understand, even for someone meeting us for the first time.”
“Where we felt the difference most was the order they brought in. Instead of working out from scratch every week what to upload, we got a content map by audiences, goals and stages of the customer journey. It took a lot of small decisions off our team.”
“I admit I was sceptical about another agency promising ‘data-driven creative’. Here they really went down to the opening of the video, the second where people drop off and the message that doesn’t land. The discussions became far more concrete and much less a matter of personal taste.”
“We needed content that feels natural in the feed and high-production material for the brand. Instead of juggling several suppliers, we worked with one team that could move between styles without turning every task into a project of its own. It saved us a lot of hassle.”
“One small thing that made a big difference for us: the material arrived ready to upload, in the sizes and versions media needed. No extra round of ‘move the text’, ‘make it vertical’ and ‘we need another opening’. Anyone who runs a lot of campaigns knows what that’s worth.”
“I liked that they don’t try to sell us every idea as if it were a stroke of genius. If something isn’t working, they check why and change direction. And if something does work, they don’t rush to throw it away for the next shiny thing. That approach fits how we want to grow.”
“For us, Fielderz is the missing link between strategy, the people running media and the team producing the content. Each of those parts existed before, but they didn’t always work together. Now there’s one conversation, clear goals and a process we can keep improving.”
Let’s talk
One meeting. Your account on the screen. No deck.
You’ll leave with three things: which of the situations is happening in your account, which message you’re missing, and what we’d put up first. Even if you don’t work with us.