Find winners fast

Proprietary testing framework that tells you exactly what's working and why. So you can stop guessing and start scaling.

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The Problem

Most brands "test" by throwing ads live and seeing what happens. No structure. No rigour. No learning.

The result:

Can't tell if performance is due to creative, audience, or timing
Don't know why winners win
Can't replicate success
Waste budget on long testing windows
Hit rate stays low

Our Approach

Volume × Structure = Learning

You need volume to find winners. But volume without structure is chaos. We test proactively using a rigorous framework that identifies winners quickly and extracts maximum learning.

our testing
framework

1. Structured Test Design

Concept-Level Testing. Test strategic angles: problem-solution vs. social proof vs. product demo, emotional vs. rational, different audience pain points.

Format Testing. Test within winning concepts: video vs. static, creator vs. brand-led, short-form vs. long-form.

Element Testing. Test specific elements: hooks (first 3 seconds), text overlays, music, calls-to-action.

2. Rapid Validation

Week 1-2: Launch 20-30 new ads across multiple concepts. Quick read on what's working.

Week 3-4: Increase spend on winners. Kill underperformers. Test variations.

Ongoing: Continuous iteration. Never stop testing.

3. Performance Scoring

We focus on spend and CPA as our hero metrics, because platforms naturally allocate budget to the creative that can scale efficiently. We also track engagement (CTR, hook rate, hold rate) and durability (does performance hold over time).

Not all winners are equal. Some ads are efficient but cannot handle scale. Others scale but fatigue quickly. By combining spend performance with CPA, we identify which ads truly deserve your budget. This approach ensures we listen to platform signals and apply human judgement to interpret results and make strategic decisions.

4. AI-Powered Insights

We use AI tools, like Motion, to analyse creative performance, uncover patterns, and highlight which elements correlate with success.

AI does not drive the strategy alone, our human experts interpret the data, extract key insights, spot opportunities to scale, and decide what to test next. This human-in-the-loop approach ensures your creative testing is intelligently guided and strategically actionable.

what you get

Managed Testing Campaigns. We set up and manage testing on your behalf.

Weekly Performance Reviews. What's winning, what's dying, what to do next.

Monthly Insights Reports. Top performers and why they work, concepts to kill or iterate, testing roadmap, strategic recommendations.

Reporting Platform Access. Real-time creative performance data.

key metrics

All Ads: CPA/CAC, ROAS/POAS, CTR, CPM, spend velocity, fatigue indicators.

Video: Hook rate, hold rate, engagement rate, sound-on vs. sound-off.

Static: Stop-scroll rate, engagement quality, performance by placement.

We used to wait weeks to know if creative was working. Now we know in days. Aura's testing framework changed how we think about creative.

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frequently asked questions

How quickly can you identify winners?

Usually within 7-14 days, depending on your budget and CAC. Our framework is designed for speed.

Do you manage the ad account?

We manage the testing campaigns. For full account management, we work with our sister agency Bark.

What platforms do you test on?

Primarily Meta and TikTok. Pinterest and YouTube available.

How much budget is needed for testing?

We recommend 10-15% of your media spend per channel. We'll advise on the right level for your situation.

Do we get access to the data?

Yes. Full access to our reporting platform plus weekly reviews.

Ready to test smarter?

Book a testing consultation