Scaling ads isn’t always a straight line. We walked through a deliberate testing program to uncover what series of messaging was most likely to convert kiwi home owners. Messaging continued to change over time to reflect evolving concerns of our different personas around climate, cost of living, interest rates, realestate outlook, local responsibility, subsidies and understanding of the product category.

Tracking showed which creatives drove the strongest results, so we doubled down on what the data told us was working.

Scalable advertising has moved away from audience targeting being the key predictor of success, and towards creative excellence. To scale leads we needed to create a range of new ads each month while testing our assumptions of what makes people act. We then used those learning to refine ad creative towards performance and reinvest budgets in our most profitable ads.