🧠 The Last Debate on Creative Volume vs Strategy You’ll Ever Read

Welcome back to the 58th edition of Nord Media

Before we get started, is there anything specific you want to learn about? Let me know, as always, I appreciate all of you who reply each week and share feedback with me.

I remember when I first started testing creative for campaigns.

Back then, it felt like the Wild West. 

The advice was simple: 

More ads, more chances to win. 

So, I cranked out creatives like a factory worker, believing that if I tested enough, something would stick.

Sometimes, it did. 

Other times, I’d stare at the results, wondering what went wrong.

And then came the question, a debate as old as time:

 Do I just push out as much content as I can, or post less but with more quality?

It’s not an easy answer because both have their place. 

High-volume testing can uncover unexpected winners, while a more strategic approach lets you refine your message and connect on a deeper level. 

So you must know when to lean them into each.

Today, we’re breaking down the creative volume vs. strategic creative testing debate and exploring how you can use both to amplify your results.

The Truth About Creative Volume

If you’re spending $500+ a day on Meta and struggling to hit a profitable ROAS, the problem might not be your campaigns.

It could be your creatives.

It’s not that your creatives are bad.

At that level of spend, it’s safe to assume your ads are solid. 

The issue is:

You don’t have enough of them.

Why does that matter? 

It’s a numbers game.

• Let’s say you’re running 10 creatives in your ad set.

• Chances are, only 1 or 2 will end up dominating the spend because they perform better than the rest.

• The other 8 will underperform or barely move the needle.

So how do you increase your chances of finding those high-performing creatives? 

By testing more ads. 

And I mean, A LOT more.

Take it from agencies running creative volume strategies. 

Some produce up to 60 creatives a month for clients (15 new ads every single week). 

These creatives are a mix of fresh concepts and iterations of proven winners.

Realistically, most of these ads won’t perform. 

But that’s okay. 

Because the ones that do CRUSH it. 

With this level of volume, it’s common to see 5-10 high-performing creatives added to an account each month.

When your ad account is stocked with these top-performing creatives, hitting a profitable ROAS becomes much easier. 

Volume is systematically increasing your odds of success.

How Creative Strategy is Involved

Creative volume gets you quantity, but without a strategy, you’re just shooting in the dark. 

Testing a lot of creatives is important, but what you test and why you’re testing it is where you’ll see results.

Strategy starts before a single ad is created.

You must deeply understand your audience:

• What motivates them

• What pains them

• And how your product fits into their lives

You are identifying the emotions and stories that make them stop scrolling.

For example, instead of testing 20 random concepts, a strategic approach might focus on testing 4 key themes:

• Social proof: Highlighting reviews or user-generated content

• Value proposition: Emphasizing what makes your product unique.

• Problem-solving: Showing how your product addresses a specific pain point.

• Lifestyle integration: Illustrating how your product fits seamlessly into daily life.

From there, each theme can be turned into multiple ad variations. 

By testing within a strategic framework, you can then determine which concepts resonate most with your audience.

Strategy also extends to how you iterate. 

Instead of creating random variations, you can refine top-performing ads by

• Tweaking headlines

• Calls to action

• Or visuals based on data

This allows you to double down on what’s working and eliminate what’s not.

With creative strategy, the goal isn’t just to find a winning ad—it’s to uncover insights that guide your campaigns moving forward. When paired with volume testing, strategy ensures you’re not just testing more—you’re testing smarter.

Balancing Volume and Strategy

Creative volume and strategy aren’t rivals.

They’re partners.

Volume is your vehicle for exploration.

It gives you the breadth to test a wide range of ideas and uncover unexpected winners. 

But strategy will be your compass. 

It ensures that the volume you’re creating is purposeful, not just random.

When you find the right balance, you can then create results:

• Volume ensures consistent testing. By consistently adding new creatives to the mix, you’re always learning and improving.

• Strategy gives clarity to the process. It allows you to focus on themes and concepts that align with your audience and your goals.

• Together, they create momentum. 

Instead of just finding a few winners, you’re building a system that continuously generates high-performing ads while improving your understanding of your audience.

For example, a strong strategy might identify “social proof” as a winning theme. 

Volume then steps in to test 10 variations of that concept:

• Different headlines

• Visuals

• Calls to action

Over time, the results reveal which combination of elements works best.

This approach uses both tools to scale smarter and faster.

So, whether you’re running dozens of creatives or refining a single winning concept, success lies in combining the two.

Closing Thoughts

Volume lets you cast a wide net, giving you more chances to find those ads that truly hit. 

Strategy makes sure that everything you’re testing is actually worth testing.

Know how to use both to your advantage

So, as you plan your next campaign, ask yourself:

• Am I testing enough creatives to find the winners?

• Are my ideas guided by a solid strategy that speaks to my audience?

When these two approaches work together, you’ll build a system that creates consistent results. 

Additional Content Brought to You By:

Seeking impartial news? Meet 1440.

Every day, 3.5 million readers turn to 1440 for their factual news. We sift through 100+ sources to bring you a complete summary of politics, global events, business, and culture, all in a brief 5-minute email. Enjoy an impartial news experience.

Join for free today!

Connect with me on social 👇
LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.

Sincerely,
Kody