Brief to winner, on repeat
The ad experimentation system for paid growth.
Stop generating one-off ads. Start compounding what you learn.
Running on a DTC skincare brand
Ad creation got fast. Ad experimentation didn't.
Novara·Diagnostic
Shifted
The work moved upstream.
A year ago, the question was "how do we make more ads." Today it's "which test do we actually run."
Where the time goes
Strategy
Creative
Deploy
Measure
Forgotten
Every cycle starts from zero.
Last quarter's winners aren't powering this quarter's brief. Four years on Meta, no compounding.
48 monthly cycles · 0 carried forward
No system
You start over every week.
New brief, same guesses, same backlog of dead ads.
Last 30 days, average D2C account on $10K/mo Meta
47 ads launched
Dead 41 Ambig. 4 Winning 2
There's no system. There are just ads.
Winning paid growth isn't more creative. It's more systematic.
What most teams do
Make ads. Run them. Some win, most don't. Guess next brief.
What a few teams do
Feed intelligence in. Run structured experiments. Carry winners forward.
Most teams
A few teams
Brief 01 Month 01
Out38 Win1 CPA$34
Tests four angles.
Out14 Win1 CPA$31
Tests four angles.
Brief 02 Month 02
Out44 Win2 CPA$33
Tries a new angle.
Out12 Win2 CPA$27
Carries best angle forward.
Brief 03 Month 03
Out52 Win1 CPA$32
Tries a new audience.
Out12 Win4 CPA$24
Carries best audience forward.
Brief 04 Month 04
Out56 Win2 CPA$33
Tries a new hook.
Out13 Win5 CPA$22
Carries best hook forward.
Brief 05 Month 05
Out60 Win1 CPA$32
Tries something different.
Out12 Win7 CPA$20
Tightens what's working.
Brief 06 Month 06
Out64 Win2 CPA$32
Tries again.
Out13 Win8 CPA$19
Five rounds of evidence behind it.
Six months · same effort · same budget
Output314 Winners9 Avg CPA$33
Output76 Winners26 Avg CPA$24
Outcome
The teams that figure this out pull ahead. The rest stay busy.
Novara replaces the campaign cycle with a loop.
It reads your brand and its market, builds the strategy, and produces the creative to test it. Campaigns go live with a structured experiment plan. Performance flows back in. Every cycle starts smarter than the last.
Cycle 04 · ready
Walk the loop.
Six steps, one cycle.
Hear the buyer first.
In their own words.
Reads your brand, competitors, and category signals.
Live ingestion 47 sources · 9 categories
Sources read
Brand DNArefreshed
Reviews147 parsed
Ads intel214 analyzed
Competitors5 mapped
Press23 mentions
Personas4 drafted
Search demandtrending
Themes synthesized
Pain time scarcity 87
Audience busy parent 72
Gain minutes back 64
Tone direct, not cute 51
"Stops scrubbing. Starts solving."
Review #142 · highest engagement signalBrief in.
Experiment plan out.
Builds a ranked experiment plan with creative angles.
Brief in
GoalAcquire new customers
Budget$10,000 · 14 days
Target CPA$24
PlatformsMeta · TikTok
Plan out
Angles to test3 of 8 selected
HeritageConvenienceCommunity ValueOutcomeRitual FounderComparison
Audiences3 · 2.4M reach
ColdWarm 30dLookalike
Success criteria14-day window
Win ≤ $24Kill > $30Promote top 3
Budget allocation$10K · split per angle
Statics, video, copy.
Generated against the strategy.
Produces copy, images, and videos for each angle.
00 / 47 generated
Reel
Reel
Static 
Reel
Reel
Photo 
Reel
Reel
Reel
Reel
Static
Reel
Reel
Photo
Reel
Reel
Reel
Static 
Reel
Reel
Reel
Photo 
Reel
Reel
Reel
Reel
Static
Reel
Reel
Reel
Photo
Reel
Reel
Reel
You approve
before it goes live.
Structures campaigns with budget allocation and test design. You approve before it goes live.
$10K · 4 ad sets · awaiting your review → push to Meta · TikTok
Heritage · Cold · Meta Reels
ApprovedConvenience · Warm 30d · Meta Static
AwaitingValue · Cold · TikTok Spark
AwaitingCommunity · Lookalike · Meta Reels
Awaiting1 approved · 3 awaiting · operator approves before live $10,000 queued total
What worked.
What didn't. Why.
Performance data flows back into the system automatically.
3 winners · 1 below target · 1 testing Target CPA $24 · Avg winner $20.7
Heritage · Cold · Meta Reels
$19 −21%
Winner Community · LAL · Meta Reels
$21 −13%
Winner Convenience · Warm · Meta Static
$22 −8%
Winner Community Test · Cold · TikTok
$26 +8%
Testing Heritage Static · Cold · Meta
$31 +29%
Below targetCycle 04 · day 7 of 14 · 33 variants tracked Saved $3.30 / acquisition vs target
Wins carry forward.
Losses get archived.
Every cycle compounds. Each brief starts smarter than the last.
Carrying forward · 3 wins → Cycle 05
Heritage · Cold · Meta Reels $19cpa
Community · LAL · Meta Reels $21cpa
Convenience · Warm · Meta Static $22cpa
Archived · negative training data 1 stored
Heritage Static · Cold · Meta $31 below
↗ Cycle 05 inherits 3 winners · brand voice tuned · −$3.30 / acquisition baseline next brief starts sharper
Cycle complete The loop closes.
The loop closes.
The next cycle inherits everything.
Every cycle compounds. Each brief starts smarter than the last.
See it on your brand →See Novara run on your brand. In 30 minutes. No slides.
A full cycle, run in front of you. Intelligence in, experiment plan out. Yours to keep, whether you sign up.
Book a working session →Pricing on the call.