Creative volume calculator

Launch one new ad a week for every $10,000 of monthly ad spend, never fewer than two. At $50,000 a month that is 5 a week: 3 new concepts and 2 iterations. The new-concept share falls from 100% at low spend to 20% at $200,000 a month.

1 a weekNew ad per $10,000 of monthly ad spendMinimum 2 a week

5New ads a week

22New ads a month

65%Share that are new concepts

3 a weekNew concepts13 a month

2 a weekIterations of ads that already sell9 a month

How it's calculated

Volume first, then the mix.

Volume

Monthly spend ÷ $10,000, rounded up. Never below 2 a week.

Mix

New-concept share = 1 − 0.8 × (spend ÷ $200,000)^0.6, never below 20%.

Split

New concepts = weekly ads × share, rounded, at least 1. The rest are iterations.

Month

Each weekly count × 4.33 weeks, rounded.

Questions

What founders ask about ad volume.

What counts as a new concept?

An ad built on an angle, hook or format the account has not run. It tests a different reason to buy, not a new color or caption.

What is an iteration?

A variation of an ad that already sells: a new hook, length, opening shot or caption on the same idea. It stretches a winner before it wears out.

Why do bigger accounts need fewer new concepts?

Bigger budgets find more winners, and each winner has more spend to stretch. So the mix shifts toward iterations, down to 20% new concepts at $200,000 a month.