Reflective Apps · B2C · app portfolio studio
Test each video with $10-20, move winners to bigger campaigns, let the best 1-2 take 90%
1-2 evergreen videos took 90% of spend; run by one media buyer
Workedpaid-social
What they did
Level 1: every video in its own ad set with $10-20; shut off after $5-10 if clearly off-target; after 1-2 days and $20-40 of promising spend it graduates. Level 2: ad sets (or a CBO campaign in parallel) with 4-5 videos and $100-500, tested against the same lower-funnel or download targets at bigger spend. Level 3: the 1-2 that rise to the top become evergreen campaigns taking ~90% of spend. Never turn off working level 1/2 ads, so one video may run at all three levels at different spend.
What happened
Simple enough for a three-person team to run across a 20-app portfolio; top videos absorbed ~90% of spend
- Stage
- scale
“We would have a level one campaign. Basically, every video would go in as like a separate ad set and we would test each video with, you know, $10 to $20”
“If we see after one or two days, so maybe $20 to $40 of spend on that one video has shown promise, or we just shut it off really early after $5 or $10 spend, 'cause we know where it's going”
“So, you might get to a point where you just have the same video running at level one, level two, and level three just at different scale spends. That was effectively the model”
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