Creative testing planner

Estimate how many ad creatives to test each month and the budget needed to support growth. Adjust the assumptions to match how your winning creatives actually perform.

Monthly ad spend

The account's spend for one normal month.

Average CPA

Your target cost per acquisition.

Creative win rate

Share of tested creatives that become winners.

Desired monthly spend growth

Set to 0 to plan only for replacing fatigued winners.

Assumptions

Editable estimates, not benchmarks. Change each value to match the account.

Spend one winner can carry per month

Estimate before a winning creative starts to fatigue.

Winners needing replacement

Share of current winners replaced each month.

Test budget per creative

A multiple of average CPA used to test one creative.

Results

Creatives needed this month 200

For growth and replacement combined.

Growth creatives 125

Refresh creatives 75

Winners needed 8

Testing budget $4,000

New monthly spend capacity $65,000

Spend increase $15,000

Testing share of spend 8%

How it works

Current winners are monthly spend divided by the spend one winner can carry, rounded up.
Growth winners are the extra winners needed for the desired spend increase, rounded up.
Refresh winners are the share of current winners needing replacement, rounded up.
Growth and refresh creatives are each calculated as winners × 100 ÷ win rate, rounded up, then added together.
Testing budget is creatives needed × average CPA × the test budget multiple.
New spend capacity is current spend plus growth winners × spend per winner; testing share is testing budget ÷ current spend.
All values are your inputs or arithmetic on those inputs. This page uses no external benchmark and makes no remote calls.

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