Creation of Ad Creatives for Swiss AI Startup in the job-searching industry

Grep Jobs was entering a competitive market with a new AI-powered job-search platform and zero brand recognition. The goal was to validate whether paid acquisition on Meta could work at all and at what cost per completed registration.

The campaign ran with a small, defined test budget (enough to get real signal). That constraint made creative quality the deciding factor.

Four creative variants were developed with different hooks and formats, each running with an equal daily budget in parallel over 7 days.

A/B testing was built into the structure from day one. The goal wasn't just conversions, it was learning which creative approach actually converts, so future spend could be allocated with confidence.

Two creatives delivered the most efficient registrations, each at roughly CHF 4.10 per conversion.

The most instructive result: the creative with the highest CTR (3.74%) also had the worst cost per registration. High attention doesn't equal high intent. The hook worked, the offer didn't follow through = a distinction that only showed up through testing.

Key takeaway: A/B testing didn't just find a winning creative. It identified initial concepts and formats to put future budget into and such that are not bringing the hoped for results.