What does scaling through performance creative actually look like?

A client recently asked me: "What does scaling through performance creative actually look like?"

Here's my approach to scaling via creative strategy in 2025... calling it 📦 box scaling. Think: how do we make a box bigger and heavier?

↔️ Width ➜ New Personas
Focus on characteristics segments, pain point/desire segments & hybrid segments of both. The "tech savvy fashionista 💅" isn't too helpful haha. Find a balance with creative that is specific enough to resonate with relevance, and broad enough to scale.

↕ Depth ➜ Awareness Stages
As a north star, aim to develop full funnel coverage for top performing segments (meaning offer ads, product ads, solution ads, problem ads & symptom ads for every top performing segment).

💎 Density ➜ Better Ads
Double down on what's working and use testing & learning to make your ads better. Lean into creative diversity and lean away from isolated variable micro-iterations. Discoveries here might include aligning your creative with what is already getting attention online, balancing entertaining moments with educational moments, fast paced/high contrast editing, extreme authenticity, baiting curiosity & introducing new mechanisms.

And also, make lots of ads :)

Consider building out specific funnels, landing pages, & offers that support the winning insights that you gather from testing the above.

How does this feel? What am I missing?!

Good luck!
Brian McCreadie