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How Seed Does Creative Testing on Meta Ads (and Why It Works)

#Social Media Marketing
2025-06-16 12:089 min read

Content Introduction
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In this episode of the new series 'Ad Spend,' host Da Denny introduces the concept of behind-the-scenes insights from real brands utilizing meta ads to enhance their growth strategies. The focus is on Seed Health, a probiotics brand that has leveraged creative testing to optimize its advertising campaigns. By moving from a traditional sandbox testing approach to a more innovative ASC methodology, Seed Health has been able to scale efficiently while ensuring their ads are effective. The conversation dives deep into the importance of differentiated creative, the balance between testing, and the implications on overall business health. Denny emphasizes how understanding this new era of creative testing can empower brands in their marketing strategies.

Key Information

  • The series Ad Spend, hosted by Da Denny, focuses on exploring real brands using Meta Ads to scale their advertising efforts.
  • The episode features Seed Health, a probiotics brand that prioritizes science in wellness.
  • Seed Health has rapidly scaled their business using Meta Ads as their primary marketing channel, spending seven figures monthly.
  • Creative testing has been a significant challenge for Seed, prompting them to rethink their methodology from sandbox testing to ASC testing.
  • ASC testing involves fewer variations, allowing more focus on high-potential ads based on data-driven decisions.
  • Seed Health leverages both internal creative teams and external agencies to optimize their creative strategy.
  • The methodology emphasizes the importance of creative diversity and adapting strategies based on what works best for their business.
  • The discussion highlights the significance of understanding the entire funnel and attribution beyond last-touch metrics.
  • The episode concludes with insights on future trends in media buying and creative testing strategies.

Timeline Analysis

Content Keywords

Ad Spend

The speaker introduces a new series called 'Ad Spend', focusing on real brands using meta ads to scale their creative, growth strategies, and everything that is currently working in paid social.

Seed Health

The probiotics brand Seed Health discusses their unique approach to creative testing and growth strategies in their conversation with the speaker.

Creative Testing Methodology

Seed Health refers to their methodology as 'sandbox testing', where initial testing involved typical creative campaigns with minimal variations.

ASC Testing

Seed has explored a new methodology using ASC testing for their creatives, which provided better results with fewer ads compared to sandbox testing.

Whitelisting Content

The speaker highlights the importance of whitelisting influencer content and how it impacts immediate purchases, while also discussing the effectiveness of various creative testing strategies.

Incrementality Testing

The speaker references Seed's internal study on incrementality testing, comparing whitelisted influencer ads with internally created content to assess performance.

Creative Ecosystem

The discussion leads to the notion of developing a creative ecosystem, with layers of campaigns that can bring different and diversified ways to reach target customers.

Future of Media Buying

The speaker reflects on the future of media buying and creative strategy based on the insights gathered from Seed Health's experiences in testing and creative variations.

Related questions&answers

What is the series 'Ad Spend' about?

The series 'Ad Spend' focuses on how real brands use meta ads to scale their advertising efforts. It breaks down their creative strategies, growth methodologies, and everything that is currently working in paid social.

Who was featured in the first episode?

The first episode featured the probiotics brand Seed Health.

What creative testing methodology does Seed use?

Seed refers to their creative testing methodology as sandbox testing.

How does Seed approach ad spending?

Seed began spending seven figures a month on Meta ads, but they faced challenges in managing the budget effectively towards profitable creative testing.

What lesson did Seed learn from their creative testing?

Seed learned that testing fewer, more differentiated creatives can yield better results than testing a higher volume of ads.

What was the main goal of Seed's creative testing?

The main goal was to determine which creatives were more scalable and efficient in terms of ad performance.

What is the significance of their internal creative team?

Seed's internal creative team plays a crucial role in developing high-quality creatives and facilitating a quick feedback loop on performance.

How do Seed's influencer partnerships affect their creative strategy?

Seed leverages a combination of whitelisted content with influencers and their internal creative assets to diversify and enhance their advertising effectiveness.

What is the future direction for Seed's ad strategy?

Seed is exploring the development of a creative ecosystem that focuses on multiple formats, talent options, and levels of customer awareness to optimize the effectiveness of their campaigns.

What is a key piece of advice shared for brands just starting out?

Brands should track what they are testing and learning to effectively navigate creative performance and optimize advertising strategies.

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