How Automattic (WordPress.com) scaled creatives for SMBs on Meta with Ramdam

Why did you choose Ramdam?

• Scaling creative output: Automattic's main goal was to scale creative output on Meta without letting CPA drift.
• Closing the volume gap: Their biggest challenge was creative volume as they had very few videos live.

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The Ramdam Answer

• Scaling creative testing: Testing at volume was the real unlock for Automattic. More concepts in market meant faster learning.
• Speaking to outcomes: Since SMB owners aren't marketers, creative was built to show outcomes rather than features, using business-intent framing (starting a business, getting a first order) vs general "build a website" messaging.
• Addressing fear of complexity: Messaging like "you don't need to be a tech expert" was a consistent winner, directly tackling SMB owners' hesitation around complexity.
• Leaning into lo-fi, feed-native content: Too much production value signals "ad" and gets scrolled past, so lo-fi, feed-native content was prioritized instead.
• Building on proven angles: The strongest angles (business-starter intent and vertical-specific hooks like yoga studio and bakery) were largely developed in-house before Ramdam came on board, with testing volume helping scale what already worked.

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What results have you achieved with Ramdam?

• Tested 70+ new creatives over the past three months
• The campaign "my freelance rate" had scaled and became the strongest Ramdam signal. It was performing well relative to other newer formats they tested
• CPAs have been improving month over month as they finally found what works
• Creator-style content has been one of the bigger discoveries overall, and Ramdam is a real part of that

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About WordPress.com

WordPress.com makes it possible for anyone, including freelancers and small business owners, to build a website without needing technical skills.
Ramdam worked with Automattic to scale creative testing for this audience, developing concepts around common hesitations (like fear of complexity) and the real impact of having a credible online presence.

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Automatticc's Videos

Campaign: The Site That Was Sitting There

A simple, direct-to-camera video built around a blunt, calling-out tone, using on-screen text and a strong hook to reframe delay as a missed opportunity.

Campaign: My freelance rate

A direct-to-camera video speaking to freelancers relying on Instagram or social links instead of a real website, framing a professional site as the difference between client drop-off and better-paying work.

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