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Always-on creative testing for Meta

Making ads is easy.Knowing what to make next isn't.

Consigliere runs an always-on creative program for your Meta account. Every week we launch new ads through persona handles: editorial accounts we build to test the ideas your brand account can't risk. We write the bet down before the ad runs, and every result tells us what to make next.

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Free · it starts with a call

Dayshift@onebottleroutine

2.9×ROAS vs. 1.7× for the SPF explainer

For
Bar-soap men
The bet
Men who've never worn sunscreen reject it for the greasy feel; a clean tissue after blotting will convert them better than SPF education.
01 / How it works

We set up your board and run it.

We study your customers and your market for the next idea, test it on a persona handle, and go deeper on what holds up. New bets go out every week, and earlier ones come back with an answer.

Five moves, every week

  1. Start from your customers and your market.

    Your reviews and your own results, read every week, plus market research beyond your account: your category, your competitors' ads, what's rising.

    We look for the phrase no ad of yours uses yet.

  2. Write the bet down first.

    One persona, one angle, and the number that decides it, agreed before launch.

    Some bets push what works further. Others open a new angle.

  3. Make ads that test the bet.

    Each ad gets its own brief, then becomes a static or a video, whichever tests the angle best.

    We run the project with your team, from brief to QA. A person reviews every ad before launch.

  4. Launch through persona handles.

    Each handle speaks to one persona, so bolder ideas get a place to run.

    We upload the ads to your account. Your team sets the spend.

  5. Scale what holds. Drop what doesn't.

    Each bet is read against its number.

    What holds gets new versions. Everything feeds next week's bets.

02 / The breakdown

One bet, taken apart.

One ad, scene by scene: who it's for, what it bets on, and the number that decides it.

  • Opener

    Frame 1 of the ad, at 0:01: 14 products to look awake?
    1. Persona

      Powder quitters: women 45+ tired of powder settling into their lines.

    2. Hook

      A hand empties a makeup bag: the problem, seen before any product.

  • Pitch

    Frame 2 of the ad, at 0:08: Fingers, not brushes.
    1. Proof

      Cheeks, lips, lids, by finger, each ticked off on screen.

    2. The bet

      That one stick, by finger, beats a fourteen-product routine.

  • Wrap-up

    Frame 3 of the ad, at 0:10: Same face, one stick.
    1. Reveal

      Same face, same light: the after reads awake, not made up.

Hypothesis

Will a direct problem/solution contrast (‘14 products’ vs. ‘one stick’) and a demo of multi-use, finger-applied makeup win over women 45+ who want color back without a complex routine?

Confirmed

  1. Decided by

    Cost per purchase vs. account average, agreed before it ran.

    −31%

Result

The ad in its ad account, sorted by cost per purchase, beside the studio shade-grid ad and the account average
Ad nameDeliveryResultsImpressionsAmount spentPurchase ROASCost per purchase
One stick | Powder quitters | 4:5ActiveActive88Website purchases61,480$1,249.602.73$14.20
Shade grid | Studio | 1:1OffOff44Website purchases57,930$1,018.161.58$23.14
Account averageResults from 14 ads912Website purchases842,160Total$18,768.96Total spent1.81Average$20.58Per purchase
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03 / The knowledge base

We built the engine on eight years of ads.

We've made performance creative for the brands below, one test after another. The engine runs on what those tests taught us.

  • 60+

    Brands we've made ads for since 2018.

  • 30,000+

    Creative tests since 2018.

  • $200M+

    Of Meta ad spend analyzed in our data layer.

  • 32K

    Ads classified across 14 creative dimensions.

  • 20,000+

    Clips indexed and searchable by what's in them.

04 / The engine

The engine reads the board. We choose your next move.

Every week the engine reads your account, your reviews and your category, and brings our strategists the few things worth acting on. They decide with it, not by gut.

The engine reads the whole board

  • Every result in your account, ad by ad, every day
  • Every review, line by line
  • The ads your category runs, every week
  • First drafts of bets, for a strategist to correct

Our people choose the move

  • Choosing the persona and angle each week
  • Taste: what fits your brand
  • Knowing your customers, not just your data
  • Reviewing every ad before it ships

Your next move

  • New angles
  • Room for bold ideas
  • Customers your ads miss
  • The reason, on record

An agency without AI covers one circle. A SaaS tool covers the other. We sell the overlap.

05 / Free creative audit

How the free creative audit works.

It starts with a conversation and ends with a proposal you can take or leave.
  1. 01Free

    An intro call

    We learn your goals, your customers and what you've already tried.

  2. 02Free

    We read your account and your category

    Your Meta account, with read access, and your category's ads in Meta's public Ad Library.

  3. 03Free

    We deliver the audit

    Prepared by our strategists: customers your reviews describe that your ads don't speak to yet, the gaps, and the first bets we'd test.

  4. 04Up to you

    A creative proposal

    If you want to go further, a plan for how we'd run your board.

Why it's free

The clearest way to show you how we work is on your own account and your own customers, not on a slide.

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Free · it starts with a call

06 / The team

The players behind your next move.

The six people who lead the work, backed by a team of AI engineers, strategists, editors, motion designers and producers.

  • Portrait of Matt Schnuck

    Matt Schnuck

    CEO

    Runs the company: the offer, the clients and where we go next.

    A serial founder with three exits.

  • Portrait of Garrett Gunther

    Garrett Gunther

    Co-founder & Head of Innovation

    Leads AI across the business, from reading the data to making the ads.

    Stanford engineer turned creative director.

  • Portrait of Steve Cogbill

    Steve Cogbill

    Head of Post-Production

    Runs the editors and motion designers, from first cut to final file.

    Three Daytime Emmy nominations.

  • Portrait of Alexa Torres

    Alexa Torres

    Chief of Staff

    Runs client success day to day and keeps every engagement on track.

    Trained in hospitality at Cornell.

  • Portrait of Alex Marx

    Alex Marx

    Head of AI & Engineering

    Leads the engineers who build the engine and keep it running.

    Over a decade in data and AI engineering.

  • Portrait of Jordan Wippell

    Jordan Wippell

    Director of Creative Performance

    Leads creative strategy: the personas, the bets and what we test next.

    Came up through creative production.

07 / Where we come from

A new company, built out of Rickhouse Media.

Since 2018, Rickhouse Media has made performance creative for 60+ brands, and reviewed every test the way a chess player reviews a game: move by move.

After Deep Blue beat him in 1997, Garry Kasparov tried a new kind of chess: each player at the board with an engine, now often called “centaur” chess. By the mid-2000s, in open “freestyle” tournaments where any help was allowed, human-and-engine teams were beating the strongest engines playing alone.

In those years, a human with an engine played better than the engine alone or the human alone.

Consigliere acquired Rickhouse Media and rebuilt it around AI on that idea: the players, now with an engine.

  1. 2018Performance creative, one test at a time
  2. TodayBuilt out of it: an engine, and a new way to play
08 / Questions

Questions we hear on every first call.

  1. We're a managed service: strategists, editors and engineers who run one program, always-on creative testing on Meta, for a small number of brands. You get the ads and the learnings, without a tool to operate or a dashboard to babysit.

Something we didn't cover? Ask us on the intro call.

09 / Your move

Your move.

Tell us where your account is today. We'll show you the new angles we'd test first, based on our experience with 60+ brands.

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Free · it starts with a call

What happens next

  1. A call with our team
  2. Your free creative audit
  3. A creative proposal
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