How many ads does your brand actually need each month? Edwin Choi from Jet Fuel Agency reveals the data-driven framework for calculating your exact creative requirements — and why most brands are drastically underproducing content for their Meta ad accounts.

Episode Summary

We explore why most e-commerce brands are guessing their way through Meta ad creative — and paying the price in declining performance. Edwin Choi, founder of Jet Fuel Agency, shares the framework his team uses across hundreds of accounts to calculate exact monthly creative needs using decay rates and win rates. We discuss why Meta's Andromeda AI system now punishes creative sameness, how to source 77+ ads per month without breaking the bank, and the practical steps for building a sandbox-to-scaling campaign structure that lets winners thrive. Edwin also shares how to identify content gaps using AI-powered competitor and customer analysis, and why authentic, raw content outperforms polished production.

Key Point Timestamps:

03:59 - Why creative is the biggest problem in e-commerce advertising

08:55 - Understanding creative fatigue and emotional flavour

12:55 - How Meta's Andromeda system punishes sameness

17:34 - The Creative Engine Framework explained

23:37 - Calculating your decay rate and win rate

33:58 - Finding your content gap with AI

42:27 - Building 77 ads without losing your mind

The Day Trading Mindset for Ad Creative (03:59)

Edwin compares ad creative to day trading — you're going to have winners and losers, and even the best strategists only win 25-35% of the time. Most brands don't account for this, creating a handful of ads and wondering why performance drops within a fortnight.

"Even if you're the best strategist in the world, you're not gonna win all the time," Edwin explains. "You might win 25 to 35% of the time. Rest of them are not gonna work out."

His team calculates the exact number of ads needed per month using a formula based on two key metrics: the account's win rate (percentage of ads hitting target CPA) and the decay rate (how quickly winning ads lose performance). One account might need 20 ads per month. Another might need 77. During sales periods, that could spike to 120.

Why Meta's Andromeda Punishes Sameness (12:55)

Meta's Andromeda AI system has fundamentally changed how ads compete. Previously, brands could take a winning ad, create ten close variants, and dominate the auction. Now, Andromeda analyses the messaging and sentiment of every ad — and if multiple ads say essentially the same thing, it treats them as one.

"If it sees that you have a hundred ads and all 100 ads are very similar, like they have the same core messaging... Meta is going to go, I'm going to treat that as one ad, not 100," Edwin warns.

The result: increased fatigue, decreased delivery, and higher ad costs. The platform actively rewards genuine creative diversity and punishes repetition, making a diverse creative engine essential infrastructure rather than a nice-to-have.

The Sandbox and Scaling Structure (17:34)

Edwin's campaign structure is deliberately simple. New creative enters a sandbox campaign — low budget, high risk, designed for testing. Winners graduate to a scaling campaign with serious budget behind them.

"We have a high budget because they've been proven. They've been proven in the sandbox. They work for us. We love it. Then we're going to graduate them to the scaling campaign so they can really take off and fly."

The key supporting detail is naming conventions. Every ad is named so reporting tools can identify what's working by emotion, persona, and message type. Without this, you have data. With it, you have intelligence that informs your next round of creative.

Building 77 Ads Without Going Crazy (42:27)

Edwin's practical approach to high-volume creative production starts with what you already have. Repurpose old commercials, organic social posts, and long-form videos. That might get you halfway there. Then grab your phone and shoot raw, authentic founder content — 15-second clips of making the product, walking through the warehouse, comparing labels in a shop.

"Raw and unpolished and organic and authentic is probably the way to go," Edwin advises. "Customers are developing what I call AII — they can look at something and go, that doesn't smell right."

For the final stretch, tap existing partnerships — influencers, YouTube reviewers, TikTok creators who've already featured your product. A simple exchange of product for content rights can fill the remaining gap.

Today's Guest

Today's guest: Edwin Choi

Company: Jet Fuel Agency

Website: jetfuel.agency

LinkedIn: Connect with Edwin on LinkedIn

Episode link: https://www.ecommerce-podcast.com/the-creative-engine-that-stops-your-meta-ads-burning-out-