SMARTENROLL — CASE STUDY

18+ qualified bookings in week one, from creative built to be tested

Performance creative for an EdTech SaaS — a Meta template system, multivariate testing, and landing pages run as one loop.

OVERVIEW

The system was
the deliverable.

An EdTech SaaS startup buying growth on Meta. The work wasn't an
ad — it was the machine that makes ads: a reusable creative system
built so every test cycle starts at eighty percent done.

18+QUALIFIED BOOKINGS — WEEK ONE
8 WEEKSTHE ENGAGEMENT
4CROSS-FUNCTIONAL TEAM

THE CONSTRAINT

A/B testing is only as fast as the next variant.

Paid social rewards iteration speed, and bespoke creative is the slowest part of the loop.

  • Every test wants fresh creativeScripts, hooks, and motion all need variants — built from scratch, each one is a project.
  • Placements multiply the workFeed, stories, reels — one idea becomes many cuts before it can even run.
  • Funnel stages need different messagesA prospecting audience and a retargeting audience should never see the same ad.

THE SYSTEM

Templates that absorb the variables.

Design the constants once; make the test dimensions — script, hook, motion — the parts that swap.

  • One system, every placementTemplates spanning placements and funnel stages, so a new variant is a refresh, not a rebuild.
  • Variables, not one-offsScripts, hooks, and motion variants slot into fixed frames — rapid A/B without design drift.
  • The click and the landing agreeLanding pages and ad copy aligned as one unit, so the test measures the message — not the mismatch.

THE FIRST SEVEN DAYS

18+

Qualified bookings inside the first week of end-to-end Meta campaigns — with improved lead quality, tuned through multivariate testing across prospecting and retargeting audiences against CTR, CVR, CPL, and CAC.

The system's job was iteration speed. The bookings were the receipt.

DECISIONS & TRADE-OFFS

What was chosen —
and what wasn't.

  • Templates over bespoke.A template system trades a ceiling of novelty for a floor of speed. In performance creative, the floor wins.
  • Test variables, not ads.Holding frames fixed and swapping scripts, hooks, and motion keeps every result attributable to the thing that changed.
  • The landing page is part of the ad.Copy and pages aligned as one unit cost extra coordination each cycle — and made the funnel readable end to end.

RETROSPECTIVE

What I'd carry
forward.

  • Systematize the reporting with the creative.The templates made variants fast; naming and tagging them for analysis should be part of the same system, not an afterthought.
  • Motion is a variable worth its render time.Treating motion as a swappable test dimension — not a finishing touch — is what made it testable at all.
  • Build the template system first, not after.The reusable frames paid for themselves within the eight weeks; starting bespoke would have spent that time twice.

GET IN TOUCH

Creative that ships
as a system.Let’s talk.

Open for creative technologist / design engineer / senior graphic design roles

Matthew Kenney

Designer at Podcast Monkey, USA.

matthew@kenneys.net
ROLE — LEAD DESIGNER · PERFORMANCE CREATIVE, 8 WEEKSNEXT — PROTO DAILY →