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What one ad concept actually costs you.

Media spend is on every report. Production almost never is — so the number that decides how much creative you can run is usually the one nobody has to hand.

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Distinct concepts, not variations.
$
Editor, designer or freelancer.
From brief to something shippable.
$
Photographer, studio, samples, talent. Zero if you never shoot.
How many usable concepts one shoot yields.
Cost per concept
$0
$0 of time, plus $0 of shoot spread across it.

What that comes to.

At 6 concepts a month, before a cent of media.

A month
$0
A year
$0

Why this is the number that matters.

Targeting and bidding are the platform's models now. What is left for a human to influence is how much distinct creative goes into the auction and how quickly the losers are replaced — and the thing that caps that is almost never appetite. It is what the next concept costs.

Which is why so many accounts settle at three or four concepts a quarter and then watch frequency climb while they wait for the next batch. The budget was never the constraint. The production line was.

Time is the cost people forget, because it is not invoiced.
A shoot is bought in batches, so its real cost is per usable concept, not per day.
Doubling volume doubles this line — it does not spread over the same fixed cost.
If the number surprises you, it is worth knowing before the next quarter is planned.
Keep reading
Fee calculatorWhat a percentage costs as you scale. Ad creative, without the shootThe other way to move this number. The account checkFive days on your account.
07:00

Move the number, not the budget.

Answer five questions about the account and Josh comes back with what the creative actually needs to cost, and whether the rest of it is worth changing.

Get started Five questions, two minutes →