Most people think every ad needs to be a winner.
They're wrong.
And that mindset is exactly why most brands stay stuck running the same three ad formats that worked in 2022.
Here's the thing nobody talks about: Some of your best "losing" ads are actually goldmines of data that lead to your biggest winners.
I just dropped a new video breaking down this exact concept using real examples from brands we've worked with at Fraggell.
You'll see:
Why a "failed" VSSL for a skincare brand gave us the insights we needed to crack their account wide open
How Portland Leather used a "learning ad" to discover their highest-performing angle (that's still scaling today)
The framework we use to extract maximum value from every test—winners AND losers
Most agencies pump out volume and pray something sticks.
We launch with intention. Every single time.
The difference? We walk away from every test with something valuable—even when the ROAS looks ugly.
If you're tired of burning budget on random creative hoping something works, this one's for you.
Search "Fraser Cottrell" on YouTube or click here to watch.
The brands that master this approach don't just find winners.
They build systems that consistently produce them.
Fraser
