Hey there,

Let’s talk about speed. In advertising, speed is more than just a productivity metric—it’s a competitive advantage.

The faster you ship ads, the faster you gather insights, identify what works, and double down on the winners. This momentum doesn’t just help you scale campaigns — it fuels your creative strategy flywheel, pushing you toward continuous improvement and better performance.

But here’s the thing: You need to move fast, but you also need to move in the right direction.

Here’s a framework you can use to increase your production speed. 👇

1. Start with weekly goals

Cliche, I know. But this is where it all starts. Top DTC brands launch as many as 100 new ad creatives a week. You likely don’t need to target this scale of production, but here’s a helpful benchmark to get you started:

1 ad / creator / per week

Once you achieve this target and once your team gets better at identifying iteration opportunities, you can consider increasing this goal (ex. 1 new ad and 1 ad iteration / creator / week).

2. Make it competitive by tracking creator performance

So long as you are including your creator names in your ad naming conventions, you can either use Spreadsheets or Motion to track the performance of each creator’s ads.

Benchmark creator performance and share results as a way to celebrate wins and motivate both internal and/or external creators.

Remember the creative flywheel? This is step 6. Check it out.

3. Use data to drive decisions

This is the crux of it all. You need to use data to figure out which ads you need to double down on and which ads aren’t meeting expectations. To do this, you need to set hard targets and manage them ruthlessly.

For example:

• Minimum spend threshold: $250/ad
• Minimum performance target: ROAS = 3+

Every ad that hits your minimum spend and fails to achieve a ROAS of 3+ is turned off, every ad that meets target gets additional budget.

If you manage a lot of ads — this can be a monotonous task. Tools like Launch Analysis can help you automate this tracking.

4. Funnel this feedback into your next ideation session

Winners and losers both have stories to tell. Document the details of each and use this data to inform your next batch of creatives. And the faster you can complete one full cycle of this process, the faster you will find your next batch of winners and the stronger your overall ad performance will become.

I believe that the best creative strategists and creative strategies are simply those that make the right decision more often. By increasing your rate of deployment, you are increasing your share of correct hypotheses, all else being equal.

Next week I’m going to talk about the role that creative diversity plays in creative strategy. If you’ve been enjoying this journey so far, then you’re gonna love what's coming next. 👀

Talk soon,

Reza Khadjavi

Founder & CEO | Motion

reza.khadjavi@motionapp.com

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