01 — Alpacas of Montana
5.23x ROAS on Meta, weighted across a year of testing.
A recurring production cycle — two competing pairs of video creative and 12 stills, every cycle — built to keep finding the next winner.
02 — The Challenge
New creative had to keep coming, on a schedule.
Alpacas of Montana needed a steady supply of new paid-social creative, not a one-time shoot. Meta creative fatigues fast; the brand that keeps testing beats the brand that runs the same three ads until they stop working.
03 — The Approach
Each production cycle, Callaghan delivers two competing pairs of video creative alongside supporting stills — built to be tested against each other, not just published. Photography and video are shot in the conditions the product is actually used in, so the creative reads as real rather than staged for an ad.
Every cycle ships four contenders to test against each other.
04 — The Outcome
A year of testing, measured.
~$17.3K
Meta Spend / Year
5.23X
Weighted Avg. ROAS
733
Purchases
$90.2K
Attributed Revenue
Figures are Meta-reported and estimated-attributed, not a claim that creative alone drove them. A small number of creative concepts accounted for a disproportionate share of the revenue
— the actual argument for testing: you don't know which one wins until you run it.
05 — Whats Next