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Performance Testing Framework
A lot of ad accounts waste budget because testing starts before the strategy is ready.
Our standard testing cycle usually begins with the first month. During the first 5–10 working days, we set up the account, research the product, market and competitors, and build the testing strategy.
From there, we prepare hypotheses around audiences, customer journey, funnel, offers and creatives. When needed, we validate them with the client — because nobody knows the product better than the person building the business.
The minimum working budget we usually accept is from $600.
The active testing period normally takes around 2–3 weeks. That gives us enough data to compare hypotheses, identify the strongest campaign combinations and decide what deserves more budget. After that, the logic is simple: scale what works, stop what doesn’t, and improve what shows potential.
From the second month, if the budget allows, we usually keep around 20% of spend for new tests, while the remaining budget goes toward scaling proven campaigns and combinations.That balance matters. If you spend 100% of the budget on scaling, growth eventually stops. If you spend 100% on testing, you never really scale anything.
For me, performance marketing works best when testing is continuous, but controlled.
#PerformanceMarketing #GoogleAds #MetaAds #PPC #PaidMedia
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