If you’ve ever asked us what works best on Facebook or Instagram ads, you’ve probably heard our favourite answer:

“Let’s test it.”

Yep—we know.

We probably sound like a broken record (ask our clients, they’ll tell you).

But it’s true.

Because in all our years managing millions of pounds in Meta ad spend across dozens of industries and audiences, there’s one consistent truth we’ve seen over and over again:

There are no universal rules in Facebook advertising. Only data—and the decisions you make from it.

“What Works Best?” It Depends.

We get questions like these all the time:

• “Do videos convert better than images?”
  
• “Should we go short-form or long-form with the copy?”
  
• “Would a bold headline outperform a softer tone?”
  
• “Should I use humour… or play it safe?”
  
• “Will this audience be too cold?”
  

And the honest answer is always the same:

Test it.

Because what worked last month for your competitor might completely flop for you.

And what underperformed for one offer might skyrocket for another.

Marketing is not about applying the same tactic to everyone and hoping for the best.

It’s about listening to what the data is telling you—and adjusting accordingly.

What We Don’t Do (And Why That Matters)

At Impactful Marketing, we take pride in the things we don’t do:

• We don’t chase shiny trends
• We don’t rely on personal preferences
• We don’t throw out strategies just to “sound confident” in the room

Instead, we stay grounded.

• We test.
• We track.
• We adapt.

And we stay relentlessly focused on what’s working for your business—not someone else’s.

Testing Isn’t Guesswork—It’s Smart Strategy

Let’s be clear: testing doesn’t mean throwing spaghetti at the wall.

It’s structured. It’s intentional. And it’s one of the most powerful tools in your marketing toolkit.

We run split tests to explore:

• Different creative formats (image vs video)
  
• Alternative hooks and headlines
  
• Varying call-to-actions
  
• New audience segments
  
• Landing page angles
  
• Messaging styles
  

And we do it all with one goal in mind:

To get our clients the best possible results based on real data.

Why This Approach Works (Every Time)

When you let the data lead, a few great things happen:

• You stop guessing—and start growing
• You learn what actually works for your audience
• You make confident, informed decisions (even in a shifting market)
• You build campaigns that perform—not just campaigns that look good

It’s not always glamorous.

And it’s not always the fastest route.

But it’s the most effective.

Because marketing rooted in truth outperforms marketing based on gut.

Every. Single. Time.

Final Thoughts: Test It, Trust It, Scale It

If you’ve been stuck wondering whether your ads would perform better with a different headline, a bolder image, or a snappier CTA—here’s your sign.

Don’t guess. Don’t copy.

Test it.

Then use the data to make your next smart, strategic move.

That’s how we run campaigns that actually work.

That’s how we help our clients grow.

And that’s how we make every pound of your ad spend work as hard as possible.

Need a hand with your Facebook Ads? Here’s some options:

Done For You – Discover how we can take over all of your Facebook Ads hands-free.

Done With You – Explore the ways we can work alongside you and your marketing team.

Free Video Training – Instant access Facebook Ads training.

Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.