Six first lines, nine days: how we test ad creative

When a creative test changes the photo, the headline, the offer and the format at once, you learn nothing about why something won. So we change one thing: the first line.

The rules

Six ads per batch, one product shot, the same budget and audiences, nine days. We judge on hook rate first and cost per order second. Anything under the account's current best ad after nine days gets cut.

What usually wins

A concrete moment from the customer's day beats a benefit every time. Blister-free at mile 20 beat premium merino by a factor of four for Fellstride.