The New Way to Test Facebook Ad Creatives in 2025 (Chase Chappell)

Facebook Ad Creative Testing in 2025

Chase Chappell reveals why most advertisers test creatives incorrectly — stalling scale — and introduces his creative funnel testing system. This framework enables predictable scaling to $1K, $10K, even $30K+ per day in ad spend while maintaining profitability.

Step 1: Dedicated Creative Testing Campaigns

Test new ideas (UGC, reviews, problem-solution, comparisons) in separate campaigns.
Prevents tanking proven campaigns or resetting learning phases.
Once creatives show consistent ROAS and purchases, migrate them into main campaigns.

Step 2: Top of Funnel (Awareness)

Founder Story Ads: Build personal connection and brand trust.
Viral UGC: Trend-based, influencer-led videos that feel organic.
Problem-Solution Ads: Highlight customer pain points, position product as the fix.
Value-Based Education: Showcase benefits, features, or unique facts.
Stats & Logic Angles: e.g., “85% of kids are nutrient deficient.”
CTAs: “Learn More,” “Shop Now.”

Step 3: Middle of Funnel (Consideration)

Focus on trust and credibility.
Formats: reviews, testimonials, before/after transformations, comparisons with competitors, product demos.
Show details (how it works, usage routines) to reduce purchase hesitation.
Audience: engaged video viewers, website visitors, social engagers.
CTAs: “Shop Now.”

Step 4: Bottom of Funnel (Conversion & Loyalty)

Recover abandoned carts and re-engage warm leads.
Offers & Discounts: Holiday promos, limited-time deals, bundles.
Cross-Sell Drops: Introduce new products to existing buyers.
Still Interested Ads: Directly address cart abandoners with carousel/dynamic ads.
Urgency Ads: Countdown-based or expiring deals to push conversions.
CTAs: “Get Offer,” “Shop Now.”

Step 5: Scaling Strategy

Successful creatives migrate from testing → TOF → MOF → BOF layers.
Advantage+ campaigns combine 10–15 proven creatives for evergreen scaling.
This staged system prevents creative fatigue and keeps conversion rates high.

By aligning creatives to funnel stages and testing separately, brands unlock consistent, scalable growth — avoiding the pitfalls of one-hit creatives.

How Aimerce Enhances The New Way to Test Facebook Ad Creatives in 2025 (Chase Chappell)

How Aimerce Enhances Creative Testing

Chase’s framework relies on structured testing, funnel-specific creatives, and knowing when to scale. Aimerce adds precision by tracking creative performance at every funnel stage.

Aimerce Advantages

Creative-Level ROAS Tracking – See which ad angles (UGC, problem-solution, testimonials) drive incremental revenue.
Funnel Attribution – Maps creative impact across TOF, MOF, and BOF to spot drop-offs and opportunities.
Automation Signals – Auto-identifies fatigued creatives before they tank campaign performance.
Cross-Platform Insights – Benchmark Facebook creative results against TikTok, Google, and email/SMS flows.
Scaling Guidance – Pinpoints when to migrate creatives into Advantage+ or scale budgets confidently.

With Aimerce layered on top of Chase’s funnel strategy, brands accelerate testing cycles, prevent wasted spend, and scale with predictable efficiency.