On AppLovin Ads, the cost of testing new creative is minimal. Unlike platforms that require significant spend before optimization, AppLovin predicts performance before meaningful delivery. This reduces wasted spend and lowers the effective cost of testing.
More ads is better. A broader set of concepts allows the system to match the right messages to the right users at the right moments.
This does not mean you need a massive quantity of ads to launch on AppLovin Ads:
- Start with what you have and add more creatives weekly
- Create new, longer videos by stitching together shorter videos
Avoid pausing ads
The median user sees 8 distinct ads across 10 impressions before making a first purchase. Each ad plays a role in the purchase journey: some warm users at the upper funnel (high impressions, lower CTR), others drive conversion at the lower funnel (higher CTR).
Pausing upper-funnel creatives weakens conversions. Adding new creatives doesn’t waste budget: the system tests in a small pool first and only scales promising assets.
Optimize by adjusting the mix within a Creative Set (e.g., long + short; UGC + product display), not by pausing creatives.
For each product refresh, ensure at least 8 winning videos with varied formats (e.g., UGC, product display, storytelling) and lengths. If only 2-3 videos out of 30 capture 90% of spend, you don’t have enough winners — keep testing new content.
Ads that win on social don't necessarily win on AppLovin
Across many brands, the creatives that perform best on AppLovin are not the ones that perform best on social. Users who already responded to social winners have likely converted, and AppLovin gives you the opportunity to vary the message and attract incremental customers.
Ready to start building out your creative library? Learn how to make high-performing videos and how to make high-performing Interactives.