Ad creative testing
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Ad creative testing
Structure creative testing within campaigns using message angles, formats, and hooks. Document what works per segment to compound learning over time.
Structure creative testing within campaigns using message angles, formats, and hooks. Document what works per segment to compound learning over time.
Creative testing happens within campaigns already allocated to segments. You've mapped beliefs to campaigns in the previous playbook. Now you're testing message execution within that structure.
Test three elements: message (which angle resonates), format (image vs video vs carousel vs text), hook (opening line that stops the scroll).
The cybersecurity training campaign targeting compliance officers needs different creative than the campaign targeting breach-reactive CEOs. Same segment, different message angles. One responds to regulatory risk. The other responds to reputation damage.
Lead gen tool creative for Lemlist splits the same way. Marketers targeting paid-skeptics need proof that outbound still works. Marketers targeting LinkedIn-first prospects need proof that email beats LinkedIn for their use case. Same product, different doubt, different message.
Set up a testing framework that tracks campaign, segment, message angle, format, hook, and performance. Document what works per segment. Build a creative library for reuse. Compound your learning over time.
This playbook shows you how to structure testing in Notion, launch variants systematically, and document learnings that improve results.
The first line determines whether anyone reads your ad. Test different hook types (questions, stats, pain statements, outcome promises) to find what stops the scroll for each segment.
Images and videos determine whether ads get noticed in feed. Test formats systematically: single images versus carousels versus videos, and match visual type to segment and awareness stage.
Match CTA to segment readiness. Hot traffic wants "Book demo now", cold traffic wants "Get the guide". Asking for too much too soon kills conversion. Asking for too little from ready buyers wastes opportunities.
Test message angles (pain, outcome, proof, comparison), positive versus negative framing, and platform-specific copy structures. Different segments respond to different angles, and you won't know which until you test.
The percentage of impressions that result in a click to your website or landing page.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
This playbook is for sales and marketing managers who need to monitor team performance, set goals, track progress, and forecast revenue. Learn how to use HubSpot's reporting and dashboard capabilities to understand what your team is doing, whether they're hitting targets, and where coaching is needed. By the end of this playbook, you'll have executive-level visibility into your team's performance without micromanaging individual activities.
This playbook is for HubSpot administrators and account owners who are setting up a new HubSpot account or migrating from another platform.
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Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.
Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.
