How do you decide which ad creative to scale when you're A/B testing on Meta? What metrics do you look at first?

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While managing ads for a small online bakery, we wanted to find the best image for a Valentine's Day promotion. We tested two creatives: a photo of the cake box versus a close-up of a slice with crumbs. I needed to identify the better-performing creative after accumulating enough data and then scale its budget. I ran both ads in an A/B test campaign with identical audiences and a ₱500 daily budget each. After reaching 1,000 impressions per creative, I compared CTR, CPC, and add-to-cart rate. The slice-with-crumbs creative had a 2.8% CTR and a 12% add-to-cart rate, versus 1.9% and 7% for the box photo. I also checked relevance score. Since the metrics were consistent over three days, I increased its budget by 50% while pausing the weaker one. The winning creative maintained a 2.6% CTR at double the spend, and the campaign eventually generated ₱28,000 in sales with a CPA of ₱90.

How do you decide which ad creative to scale when you're A/B testing on Meta? What metrics do you look at first?

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