Performance

sample data

Group by

$20,018

Spend

1,227

Leads

$16.31

CPL

460

Qualified

$43.52

Qual. CPL

$81,001

Revenue

4.0×

ROAS

Leaderboard · by creative_idpromote on Qual. CPL, not CTR

Creative	Angle	Spend	Leads	CPL	Qualified	Qual. CPL	ROAS
A01	—	$4,200	156	$26.92	78	$53.85	4.5×
A02	—	$4,100	142	$28.87	68	$60.29	4.0×
A03Winner	—	$4,350	228	$19.08	132	$32.95	7.3×
A08	—	$3,960	387	$10.23	104	$38.08	2.2×
A04	—	$2,250	222	$10.14	57	$39.47	1.9×
A05	—	$720	61	$11.80	14	$51.43	1.4×
A06	—	$220	19	gathering	5	$44	1.3×
A07	—	$218	12	gathering	2	$109	0.0×

Tracking chain · the identity survives the whole path

Creative

A03 video

creative_id A03

Ad / campaign

MP-Auto · adset 12

creative_id A03

Click

utm_content=A03

creative_id A03

Landing

sv-renewal-compare

?cid=A03

Lead

form submit

lead.cid = A03

Qualified

phone-qualified

revenue → A03

Every step carries creative_id A03 — ad, click, landing, lead, and revenue all reconcile to one creative.

AI creative intelligence

A03Winneropen

Across the seeded test window, A03 (Myth Bust — Shopping Is Easy) delivers the strongest unit economics: lowest CPL, highest qualified-lead rate, and best ROAS. The pattern is consistent with a mechanism-led creative that removes friction beliefs rather than only amplifying renewal pain (A01) or borrowing neighbor process-proof (A02). A01 drives solid volume but pays more per lead and qualifies slightly worse — classic 'anger click' dynamics. A02 lands mid-pack: good engagement narrative, but process-proof without a fabricated dollar result is less action-forcing for colder traffic. Treat A03's hypothesis as validated enough to scale budget and spawn controlled hook/visual/CTA variations, not as a permanent winner without further tests.

Winning signals

CPL ~30% lower than A01 and meaningfully below A02
Highest qualified-lead rate — better post-click intent quality
Best ROAS and revenue per dollar of spend
Strong CTR without sacrificing conversion rate (efficient full-funnel)
Creative angle maps cleanly to a falsifiable next-test matrix (hooks, visuals, CTA)

Recommendation

Shift 50–60% of incremental budget to A03 while holding A01 as a volume control. Immediately generate hook/visual/CTA variations of A03, changing one variable at a time. Promote on phone-qualified CPL, not CTR. Do not introduce an unsubstantiated dollar-savings claim.

Next tests

A03 hook variants: 'I thought comparing took forever' vs 'You don't have to turn this into a project'
Visual framing: UGC talking head vs generic comparison UI vs renewal envelope
CTA wording: 'Compare your options' vs 'Check before you renew' vs 'Start your comparison'
Length: keep 8s as the Omni unit; stitch to 12–15s only if qualified CPL improves
Emotional emphasis: empowered relief vs slight urgency without pure pain or gore

Generate variations of the winner