Performance Systems

ZipRecruiter's paid social was fighting creative fatigue. I built an AI-assisted workflow that let a small team generate and test at a pace traditional production couldn't match.

The brief was to refresh a fatigued control set. I built an AI-assisted pipeline to generate and test faster than traditional production allowed. The 'Hiring?' hook rebuilt out of everything from coffee beans to pool floats, industry creative across verticals, and a visual mismatch concept on the 'Find the right match' line. One thing the data kept confirming: simple and direct outperformed complex on Meta. The AI formats drove free trial conversions at a lower cost per result than traditional production formats running in the same period.

AI-assisted engine. 50+ variations across industry, material, and concept.

Before the AI work, performance was anchored by a set of high-performing traditional controls. Stock photography composited in Photoshop, the hook front and center, nothing else. These were the baseline everything new was measured against.

High-performing traditional controls. The baseline every new format was measured against.

Separate from the AI work, these older seasonal creatives were built on a modular motion system that let seasonal moments ship in hours. Earth Day outperformed its controls and stayed in rotation for months. Pride drove strong engagement and kept growing after launch.