Creative Cadence Operating System - Meta B2B

The complete system for what creative to build, when to build it, how to iterate, and when to retire it. Companion to the Meta Ads Operating System (which governs when to swap/graduate/scale ads). This system governs the CREATIVE PRODUCTION pipeline that feeds the OS.

Core Principle

Creative accounts for 56-70% of ad performance on Meta (post-Andromeda). The algorithm uses creative - copy, images, video transcripts, carousels - as the primary signal for who to serve your ads to. Targeting inputs are suggestions; creative is the real filter.

Your creative is your targeting. Your hook is your filter. Your iteration velocity determines your scaling ceiling.

1. The Iteration Priority Hierarchy

When iterating on a winning ad, change elements in this order. Each element has decreasing impact on performance.