# Creative test idea template

> A copyable test card for one ad creative idea: the source, the change, the bet, budget, dates and the number that decides it. With a filled example in rupees.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Testing
- **URL**: https://marxx.ai/library-templates/creative-test-idea-template

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A creative test idea card is a short block that turns one ad idea into a test anyone can run: where the idea came from, the one thing you change, what you expect, the budget, the dates and the number that decides it. Fill one card per idea, and post it in Slack or your tracker before anyone makes the ad.

Use it whenever an idea comes up in a meeting, a Slack thread or a competitor review. The card makes the person with the idea say what changes, what they expect and how much it costs to find out. Ideas that cannot fill in the card are not ready to make.

## The template

```
TEST CARD #[number]: [short name]
Client: [ ]   Owner: [ ]   Date: [ ]

SOURCE
  Where the idea came from: [competitor ad / trend / own data / customer]
  Link: [ ]

THE CHANGE (one thing only)
  Current best ad: [name]
  New ad changes: [hook / angle / format / offer / visual]
  From: [ ]
  To:   [ ]

THE BET
  If we [change], then [metric] will [go up / down] by about [x%],
  because [reason].

SET-UP
  Audience: same as current best
  Budget: [INR  per day] per ad x [days] = [INR  total]
  Start: [date]   End: [date]

DECIDES IT
  Main number: [cost per lead / cost per purchase / hook rate]
  Win if: new ad is at least [x%] better on the main number
  Minimum results per ad before judging: [n]

RESULT (fill after)
  Current best: [ ]   New ad: [ ]   Decision: [keep / drop / retest]
```

## A filled-in example

The brand and numbers are made up.

```
TEST CARD #14: Nightly price hook
Client: Northwind Escapes   Owner: Karan Mehta   Date: 3 Nov 2026

SOURCE
  Where the idea came from: trend across 5 travel advertisers
  Link: weekly trends thread, 3 Nov

THE CHANGE (one thing only)
  Current best ad: Goa monsoon 01
  New ad changes: hook
  From: "Escape to Goa this monsoon"
  To:   "Goa, INR 2,400 a night"

THE BET
  If we open on the nightly price, then cost per lead will go down
  by about 10%, because buyers worry about package prices.

SET-UP
  Audience: same as current best
  Budget: INR 2,000 per day per ad x 7 days = INR 14,000 per ad
  Start: 5 Nov   End: 11 Nov

DECIDES IT
  Main number: cost per lead
  Win if: new ad is at least 10% cheaper per lead
  Minimum results per ad before judging: 30 leads

RESULT (fill after)
  Current best: INR 412   New ad: INR 358   Decision: keep, make 2 more
```

INR 358 is 13% below INR 412, which clears the 10% bar, so the new hook stays.

## Tips

- **One change per card.** Change the hook and the offer together and you will not know which one moved the number.
- **Set the win line first.** Deciding "10% better" before launch stops you reading what you want into the result.
- **Write the source honestly.** If the idea came from a rival's ad, say which one, and note that a public ad library shows it ran, not how it did.
- **Number the cards.** "Card 14" is easier to find in Slack than "that price idea".

For the reasoning behind the bet, use the [ad testing hypothesis template](/templates/ad-testing-hypothesis-template). Track all cards together in the [creative testing tracker](/templates/creative-testing-tracker-template), and size budgets with [how to build a creative testing budget](/guides/how-to-build-a-creative-testing-budget).

Marxx tags your Meta ads by hook, angle, format and offer, which helps when filling in "Current best ad" and "New ad changes". We make Marxx. See [competitor tracking](/features/competitor-tracking) for where outside ideas come from.

## FAQ

### How many test cards should we run at once?

As many as your budget can fund to the minimum results. For most small accounts that is two or three at a time.

### What if the test is a draw?

Keep the current best and mark the card "no difference". A draw still tells you the change did not matter to buyers.

### Where should the cards live?

Post each card in the client's creative channel in Slack, then copy it into your tracker so it is easy to find later.

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