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How many new creatives should I test a month
Posted by on March 16, 2026 at 9:51 amI am really stuck at this situation now as of now i am running 65 creatives ( 60 video and 5 posters) at ₹15L/month spend on meta ( $16500 USD) — how many new creatives should I be testing? Right now I'm adding about 2-3 new creatives per week (roughly 10-12 new creative/month) and removing the bad performing which is giving lower ROAS then break even but like last month also not alot of creatives were bad performing so i turned off only 6 old creatives and still launched 14 new one which increased my creative number i have found 2 best angles and creating creatives in that angle only butI feel like this is still holding back my scaling
For those running at this level or higher — how many fresh creatives are you testing each month? Is there a number that actually moves the needle?
Also a specific India question: given how bad the COD situation has gotten (fake orders, high RTOs), is it even worth scaling aggressively? Or does the volume of junk orders just eat into your margins and make it pointless?
Would love to hear from Indian D2C folks at this scale, but open to anyone who's figured out the creative testing side of things.And sorry my native language is not english so just let it go if you found mistake in my grammar in spell 😅
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1 Reply
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At that spend level most people push 20-25 new creatives a month minimum, 10-12 is probably why you’re feeling stuck on scaling
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At that spend level, 10–12 new creatives a month actually sounds pretty reasonable to me. A lot of people running similar budgets aim for something like 3–5 new creatives a week, but what matters more is testing different angles, not just small variations of the same idea. If you already found two strong angles, maybe try pushing a few completely different hooks just to see if something unexpected works.
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