Evaluating Ad Creative Performance — Here's How It Works

Evaluating ad creative performance isn't always easy.
To make it more approachable Felix Morsbach and Max Modrich Sat down to discuss exactly this topic — and shared plenty of valuable insights along the way.

Here's what you can expect from the conversation:

• The origin story of DataDS
• What makes a strong creative test?
• How to properly evaluate creative tests
• Why a consistent story between ad and landing page matters
• How to evaluate static ads
• The Importance of a Solid Naming Convention
• Why understanding your target audience is key
• What's next for DataDS

You can watch the full interview on YouTube:

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The Story Behind DataDS

The original idea for DataDS actually came during a walk.
Initially, the goal was to create an efficient solution for Automated budget allocation across platforms like Meta, TikTok, and Google. Inspired by platforms like Trade Republic and Robo Advisors, Max wanted to develop a system that could allocate ad budgets Based on Performance, Using Rules and Automation.

After an intense brainstorming session with co-founder Daniel in the Philippines, DataDS was officially born.

Over time, the concept evolved into what it is today: a powerful Creative Analysis Tool for Performance and Creative Teams.

How to Properly Evaluate Your Ad Creative Performance

Welcome to our guide on how to evaluate the performance of your ad creatives.
If you're wondering how to get the most out of your creatives, you're in the right place.

This recap of the podcast with Felix Morsbach and Max Modrich walks you through the key elements that help you improve ad efficiency and gain valuable insights. Let's dive in.

What Makes a Good Creative Test?

Before analyzing your ad creatives, it's important to assess where your brand currently stands.
Are you just getting started with a new ad account — or are you a seasoned pro?

That question determines how you approach your creative testing and how you interpret results. In the episode, we explore what a strategy for a brand-new eCom account might look like.

When it comes to evaluating ad creative performance, a structured approach It is essential.
Here are the key steps to running effective and insightful creative tests:

1. Set Clear Goals & Form Hypotheses

Before launching a test, define what you want to achieve. Are you validating new concepts or optimizing proven ones?
Form specific hypotheses — it will keep you focused and help interpret the results more clearly.

2. Analyze Existing Top Performers

Look closely at your best-performing ads so far.
What worked well? What Messaging, Visuals, or Formats Resonated?
By analyzing these, you can identify recurring elements like pain points, audience messaging, or ad formats that drive performance.

3rd Test Variations

Based on your insights, create new versions.
Try different formats — for example, switch from video to carousel — or test different content creators using the same concept.
This helps you discover what approaches truly perform best.

4. Use Naming Conventions

A consistent naming convention is key.
It helps you organize your creative library and systematically analyze specific elements like hooks, CTAs, or messaging angles.
With clear naming, you can easily track and reuse what works.

5. Take a Data-Driven Approach

Deconstruct your ads to understand exactly which elements you're testing.
Use your naming system to define and analyze aspects like messaging strategies or visual concepts.
The more structured your test, the more meaningful the results.

6. Reporting & Continuous Optimization

Testing is just the beginning — the analysis is where the real value lies.
Track key metrics like hook rate, CTR, and conversions to understand what worked and what didn't.
A reporting tool like DataDS helps you visualize and interpret those results clearly and efficiently.

With these steps, you'll build clean and effective creative tests that form the foundation for continuous improvement.
That means: better campaigns, better performance, and smarter marketing decisions.

Key Metrics to Watch

• Hook Rate: How many users stay in the first few seconds of your ad?
• Hold Rate: How long do viewers actually watch your ad?
• CTR (click-through rate): How many people click through to learn more?
• Conversions: How many purchases or leads does the ad generate?

Landing Page & Ads: A Perfect Match

The close connection between your ads and landing page is crucial to the success of any campaign.
Here are the key principles you should keep in mind:

1. Perfect Alignment

A strong ad creative shouldn't just capture attention — it should Prepare users for what's coming next on the landing page.
Your ad message needs to be consistent with the content and tone of the landing page to keep users engaged and drive conversions.

2. Audience Relevance & Authenticity

Your ads must feel authentic and speak directly to your audience's needs.
Great creative trigger an emotional response and strike a nerve — which often translates into higher conversion rates.

3. Traffic quality

It's not just about driving traffic — it's about driving The Right Traffic.
A strong landing page can't fix low-quality traffic, and a great ad won't convert without a solid landing experience.
That's why both ad and landing page need to deliver a Clear, consistent message.

4. The Ad as a Pre-Qualifier

Your ad plays a preparatory role — setting expectations and clearly communicating what users will find next.
This alignment smooths the transition and makes it easier to convert.

A high-performing ad and an effective landing page must work Hand in Hand.
Only when both elements are aligned — in message, tone, and audience fit — can you unlock the full potential of your marketing efforts and maximize your Conversion rate.

How to Properly Evaluate Static Ads

Static ads are an effective way to drive direct conversions — especially in the lower funnel.
But how do you evaluate their performance correctly?
Here are the key points to keep in mind:

1. Focus on the Conversion Rate

One of the most important metrics for static ads is the Conversion rate — It shows how many sales or leads a specific ad is generating.
Max recommends always looking at this rate In comparison with other ads in the funnel to get a full picture of performance.

2. Key Metric: Click-Through Rate (CTR)

The CTR Is a crucial indicator of how well a static ad is performing.
A strong CTR is typically above 1%, although this can vary by industry.
Most importantly, the ad needs to Target the Right Audience And motivate them to click.

3. Visual Hierarchy & Clarity

A well-designed static ad should have a Clear Visual Hierarchy — meaning that the most important elements are strategically placed to guide the viewer's attention.
The message should be immediately clear, without requiring the user to think twice.

4. Simplicity Is Key

With static ads, Simplicity Wins.
The core message needs to be instantly recognizable and memorable, since most users won't spend time trying to interpret a complex visual or headline.

By focusing on these aspects, you can Evaluate and optimize effectively Your static ads.
Make sure your message is clear, your visuals are focused, and your audience targeting is on point — and you'll set yourself up for better performance and higher conversions.

The Importance of a Solid Naming Convention

Naming conventions play a crucial role in performance marketing.
Max highlights their significance and outlines the following key points:

1. Structure and Clarity

A consistent naming convention is essential for keeping your ad campaigns organized.
It allows you to quickly find relevant information and easily identify specific elements like Hooks, Call-to-Actions, or Content Creators — making it much easier to track their performance.

2. Smarter Use of Your Testing Budget

A well-thought-out naming convention also acts as a Safeguard.
It forces you to think through your testing strategy before launching an ad:
What exactly are you testing? What hypothesis are you validating?
This leads to more focused tests, better budget allocation, and fewer unclear or messy campaigns.

3. Long-term insights and optimization

Consistently applying naming conventions helps you generate insights over time.
You'll be able to analyze performance across campaigns and identify Which combinations of angles, creators, and messages work best — and apply these learnings to future campaigns.

Max is convinced: Naming Conventions Not Only Help with Campaign Organization and Analysis — They're also a key driver for future ad success.
They are an Indispensable tool for generating valuable insights and maximizing the effectiveness of your marketing efforts.

What Do High-Converting Ad Creatives Look Like?

At the end of the podcast, Max shares his perspective on what really makes an ad successful.
Here are the key takeaways:

1. Deep Audience Understanding

A successful ad speaks directly to its target audience — addressing their specific needs, desires, or problems.
The more precisely the ad hits that emotional trigger, the higher the likelihood it will convert.

2. Authenticity

High-converting ads need to feel genuine and real.
The message should come across as honest and trustworthy, helping build a connection with the audience.
Authenticity is key to establishing emotional resonance — and driving conversions.

3. Simplicity and Clarity

The best creatives are Simple and Clearly Structured.
The message must be instantly understood — without requiring any effort from the viewer.
In a world of short attention spans, clarity and direct communication are critical.

4. The Right Format and Tone

Depending on your market and level of competition, The format and tone of voice Can make a huge difference.
High-converting ads stand out from the crowd and reach the audience in the most effective way possible.

A high-converting ad is one that combines:
✔ A deep understanding of the audience
✔ Authentic messaging
✔ Simplicity and clarity
✔ The right format and approach

This combination drives conversions — and maximizes the performance of your creative efforts.

Final Thoughts

Evaluating the performance of your ad creatives is an ongoing process.
It requires careful planning and thorough analysis.

From setting clear goals and hypotheses, to using consistent naming conventions, to evaluating the results of your static ads — Each element plays a critical role.

The most important factor?
Develop a deep understanding of your audience and communicate with honesty.

A successful ad doesn't just look good — it speaks directly to the needs and desires of the people you want to reach.

With the right strategies and insights, you'll ensure your ads don't just attract attention — they convert.
And ultimately, that's what drives true campaign success.