Fiture Marketing’s 3-Step Process to Delivering Success

Understanding the Ad Testing Phase

Welcome to the beginning of your advertising journey! I’m Greg Marshall, the owner and founder of Fiture Marketing and the team’s resident marketing nerd. I’m here to guide you through what to expect in the critical first phase of testing your ads.

What Happens During the Testing Phase?

The initial 30 days are all about experimentation and discovery. This phase is often uncomfortable for many businesses because it involves a lot of trial and error to identify what works best. During this time, we’re focused on answering important questions, such as:

  • Which audiences respond to your ads?

  • What ad hooks and copy are most effective?

  • How well is your landing page converting?

  • Is your product resonating with your audience?

This part of the process may feel chaotic, but it’s a necessary investment in long-term success.

Why Testing Matters

Think of the first 30 days as drilling for oil. We’re searching for the right creative assets and audience combinations that will unlock scalable results. This phase is foundational because the data we gather will guide us toward long-term, efficient advertising strategies.

Our ultimate goal is to run ads consistently and profitably, letting the advertising platforms work smarter over time—almost like a digital employee. But before we can optimize and scale, we need to test thoroughly.

What Metrics Do We Measure?

During this phase, our team looks at key performance indicators (KPIs) to determine the effectiveness of your ads. These include:

  • Click-Through Rates (CTR): We aim for link CTRs above 1%.

  • Conversion Rates: Landing pages should convert at 10-20% or higher.

  • E-commerce Conversions: We're targeting purchase conversion rates of 2-3%.

  • Cost Metrics: CPM (cost per thousand impressions), CPC (cost per click), and CPA (cost per acquisition).

These metrics give us a clear picture of how your ads, audiences, and offers are performing.

What You Can Expect

Expect frequent communication from us during this phase. We’ll work together to test new creative ideas, offers, and messaging. Feeling uneasy at this stage is completely normal—it’s part of the process! While the testing phase may seem inefficient, it’s the groundwork for optimized and scalable results.

Ready to Optimize and Scale?

Once we’ve identified what works, we move into the phase everyone looks forward to: optimization and scaling. That’s where the magic happens, and we’ll ensure your ad campaigns deliver the long-term results you’re aiming for.

The Optimization Phase: Turning Data into Results

Welcome to the optimization phase, the part of the process everyone loves!

What Is the Optimization Phase?

This phase begins after we've identified your winning audiences, ad creatives, and messaging from the testing phase. It’s all about refining your campaigns to maximize results. Using the insights gained during testing, we focus on narrowing down your audience and sharpening your ads to perform even better.

Key Activities in the Optimization Phase

Here’s what we do during this stage:

  • Targeting Specific Audiences: We use data to refine audience segments, focusing on factors like age, gender, location, and interests to identify your most responsive audience.

  • Optimizing Ad Placements: We analyze performance across various platforms and placements, such as Facebook and Instagram News Feeds, Stories, Reels, YouTube Shorts, and more. This helps us allocate more of your budget to what’s driving the best results.

  • Improving Creative Assets: When we find an ad copy or hook that works well, we keep it consistent but experiment with new visuals or creative elements to see if we can improve on what’s already performing.

Why Optimization Matters

Optimization is about ensuring your campaigns are as profitable and consistent as possible. We’re not just looking for short-term wins; we’re building stability and confidence in your results by analyzing key performance indicators (KPIs) such as:

  • Conversion Rates: Keeping them steady or improving over time.

  • Performance Metrics: Monitoring click-through rates, cost-per-click, and cost-per-acquisition to ensure your ads are achieving your goals efficiently.

The goal of this phase is to refine your campaigns to a point where they deliver reliable results. This stability ensures we’re ready for the next exciting stage: scaling.

The Continuous Cycle of Improvement

During the optimization phase, we adopt a cadence of testing and refining. Winning ads stay active while we introduce new variations to see if we can outperform them. This cycle ensures your campaigns stay fresh, effective, and ready for long-term success.

Preparing for Scaling

Once your ads demonstrate consistent performance and statistical reliability, we know they’re optimized to their fullest potential. At this point, we’re ready to move into the scaling phase, where we focus on growing your reach and results exponentially.

The Scaling Phase: Unlocking Explosive Growth

Welcome to the scaling phase! This is where most businesses dream of arriving—the stage where every dollar spent on advertising brings in measurable returns, enabling you to scale your results and grow exponentially.

What Is the Scaling Phase?

The scaling phase begins once we’ve successfully tested and optimized your campaigns. At this point, we’ve identified the winning ads, audiences, and strategies. The focus now shifts to increasing ad spend strategically to drive more results while maintaining profitability.

This phase can be both exciting and a little nerve-wracking. As we scale up your campaigns, sales come in quickly, but it’s crucial to stay focused on the data and metrics to maintain confidence and stability.

Key Considerations for Scaling

Scaling requires a deep understanding of your business numbers. Here’s what you need to know:

  • Costs Will Change: The cost per purchase and return on ad spend (ROAS) achieved at lower spend levels will typically decrease as you scale. This happens because ads reach a broader audience that may need more touchpoints before converting.

  • Know Your Break-Even Point: It’s vital to understand your costs, including:

    • Cost of goods and services

    • Staff and operational expenses

    • Advertising costs

    • Lifetime customer value (LTV)

    • Customer acquisition cost (CAC)

  • Focus on Profit, Not Just Percentages: As spend increases, profit margins may narrow, but your total profits often grow significantly. The key is balancing these metrics to maximize overall growth.

How We Approach Scaling

Here’s how we scale your campaigns effectively:

  1. Maximizing Winners: We increase ad spend for the winning ads, audiences, and strategies identified during the testing and optimization phases.

  2. Testing New Creatives: To avoid audience fatigue, we continuously create and test new ad variations. Successful creatives are moved into scaling campaigns to maintain momentum.

  3. Refining Strategies: We monitor key metrics like cost per purchase, ROAS, and conversion rates, making adjustments to ensure campaigns remain profitable as they grow.

Why Scaling Is Crucial for Growth

Scaling is where businesses can truly accelerate growth. Whether your goal is to dominate your market, surpass competitors, or simply grow a passion project into a thriving business, this phase unlocks the potential for significant impact.

It’s normal for metrics like cost per purchase or ROAS to fluctuate as you scale, but the focus should remain on the bigger picture—total profits and sustainable growth.

The Role of Collaboration

Effective scaling requires teamwork. From clear communication with your staff to frequent check-ins with your media buyer, understanding your data and strategy is essential. If you need help, we’re here to guide you through every step of the process.

Ready to Scale?

Scaling can be one of the most exciting parts of growing your business. It’s where big results happen—if you know your numbers and maintain a strategy. Let’s work together to make your vision a reality!