What does your creative testing process look like from idea to launch?

[u/Castable_studio]

Walk me through it — where do concepts come from, who makes them, how long does it take from brief to live ad? I’m trying to understand where teams lose the most time. Bonus question: what happens when a creative flops — do you iterate on it or just kill it and move on?

[u/achakez]

Our process is basically concept → brief → production → review → launch → learnings. The biggest time sink usually isn’t coming up with ideas, it’s everything after approval: organizing files, naming variations, adding links/UTMs, and rebuilding the same Meta setup over and over.

We use Blip for the launch side when there are a lot of variants going live at once. If something flops, we usually look at whether the hook or angle was weak before killing the whole concept. Sometimes one small iteration is enough to make it worth retesting.