One study found that 25.8% of 8,510 participants shared a viral ad with someone else. A viral Meta ad can reach far beyond the audience you paid for, but that kind of reach takes volume. More distinct concepts mean additional chances to find one that breaks through the noise.
Surround Sound puts that principle into practice, shipping 30 to 50+ new ads per client every month across more than $5 million in Meta spend. Testing at that volume generates far more creative data points every week than one brand testing alone could produce.
The result is more chances for every account to land on a viral concept.
A viral concept can break through for any number of reasons: a strong hook, a clear product demonstration, an angle no one else is using. Surround Sound tests all of them, then tracks which one actually drives acquisition.
A viral ad earns attention fast, sometimes before there's enough performance data to know why.
Whether it came from branded direct response, whitelisted, or Partnership funnels, Surround Sound tests the concept further to find out what customers are actually responding to. We also test far more creative data points every week than one account or internal team could generate.
Once that's clear, the same idea gets tested again: a new execution of the hook, a different avatar, or a different angle entirely. This is the strategy behind turning one viral moment into a repeatable one.
Views, shares, and a strong click-through rate tell you an ad is gaining traction. However, deciding which ads to scale requires a deeper level of testing.
Surround Sound treats testing and scaling as two separate stages for exactly that reason. New creative runs at lower budgets first. We only scale ads once they clear a 3-day rolling ROAS threshold, with enough spend behind the result to prove it converts.
That standard doesn't change based on where an ad performs, whether it's a viral Instagram ad or a viral Facebook ad that’s getting noticed. Meta treats every placement the same way, and Surround Sound follows that holistic approach.
“Surround Sound helped us build a whitelisting program that’s become a core part of how we scale on Meta. Every funnel speaks to a different customer avatar and the testing velocity has been a step change.”
Lynn Ma
Co-founder, Filterbaby
“Surround Sound helped us scale our creative output ahead of Black Friday and the work has only expanded since. Over the past few months they’ve supported multiple product launches and we’re producing more ads each week than we ever had before.”
Kieran Matthews
CEO, Equip
"Andrew has been on both sides of the table, co-founding MoonBrew and now running Surround Sound. He brings the instincts of someone who's actually had to grow and scale a brand, not just create ads for one."
Jason Goode
CEO, Flakes
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