Matt Murphy

Freelance DR Copywriter and Ecom email list manager, Husband to @jerramurphy, and father of 4 world changers, always learning

[Matt Murphy @matthewdmurphy]

"Unused creativity is not benign--it metastasizes. It turns into grief, rage, judgment, sorrow, shame." - Brene Brown

Wow, suddenly I realize where I went wrong. It's time to start creating stuff!

[Matt Murphy @matthewdmurphy]

@mikefutia Statics

[Matt Murphy @matthewdmurphy]

@stroupben You ok?

[Matt Murphy @matthewdmurphy]

@herrmanndigital Ugh. I feel that if I spend 6 days on an ad.

[Matt Murphy @matthewdmurphy]

@Nick_5anchez playkit report

[Matt Murphy @matthewdmurphy]

@binghott @sourfraser @rabahrahil 10/10 if it's a garage fridge

[Matt Murphy @matthewdmurphy]

@whiskeyatx Interested

[Matt Murphy @matthewdmurphy]

@HireFireTeam I guess the bar for hyperbole has been raised 🫠

[Joe Marston | Ecom Growth @JoeJMarston]

Meta's top-spending brand invested £1.2M last year testing new creatives.

That’s around £100k a month, just on testing.

Sounds insane, but here’s the reality:

That’s what it takes to win on Meta in 2025.

So we’ve built a Meta creative playbook from our learnings and you can download it for free.

Meta’s Andromeda now only cares about how much quality creative you can give it and how fast.

→ It can test 5,000 ads a week
→ It learns in real time
→ It rewards creative variation and iteration

If you're still running 3–5 ads a month and hoping for scale... you're feeding a machine that runs on volume with crumbs.

Introducing "The 2025 Creative Testing Playbook".

What’s inside:

- Testing architectures for Persona, Concept, and Sprint isolation (£15k–£100k+ budgets)

- Modular frameworks to script, shoot, and remix hooks, bodies & CTAs at scale

- 30-day optimisation cadence with KPI guardrails and budget distribution cheatsheets

- Plug-and-play checklists for reviews, setup, and analysis

- The 7 mistakes that silently kill ad accounts (and how to fix each one)

It’s the exact process we use with brands spending 7 and 8 figures a year.

Want it?
Retweet this post
Comment “PLAYBOOK” below and I’ll send it your way.
(Make sure you’re following so I can DM you.)

[Matt Murphy @matthewdmurphy]

@JoeJMarston @oliverwhudson Playbook

[Matt Murphy @matthewdmurphy]

@samruddhi_mokal Sora

[Matt Murphy @matthewdmurphy]

@CTtheDisrupter Low hanging fruit makes fun screenshots. Building ladders makes full bank accounts.

[Matt Murphy @matthewdmurphy]

@LarsenUGC And a talented creator can overcome a weak script or concept

[Matt Murphy @matthewdmurphy]

@ImChaseMohseni @OpenAI Followed

[Matt Murphy @matthewdmurphy]

@KodyNordquist @emailoftoday Guide

[Matt Murphy @matthewdmurphy]

@binghott @DenneyDara Loved it

[Matt Murphy @matthewdmurphy]

@SarahLevinger Cargo ship cause you can put 100s of containers with different things to test

[Matt Murphy @matthewdmurphy]

@ThatChristinaG @Adweek Real creativity is usually enhanced by constraints, a unique story will rise to the top. I am still sad about no season two of "I'm not okay with this".

[Matt Murphy @matthewdmurphy]

@arturodraws My wife is just my wife and my trunk looks like that most weekends