Shifting budget off weekends saved 18% on CPM Electronics retailer, 56d, $190k spend, dayparting test. Weekend CPMs ran consistently hotter as more advertisers competed for the same impressions. CPM b…
Static images beat video for lead-gen by $6 CPL B2B SaaS, 38d, $48k spend, lead campaigns, same offer. Conventional wisdom says video wins. Here it didn't. CPL (cost per lead): — Video ads: $28 — Stat…
Setting the existing-customer cap to 20% added 41% new buyers Fashion retailer, Advantage+ Shopping, 45d, $160k spend. Advantage+ Shopping has an existing-customer budget cap (max share of spend allow…
Excluding 30-day buyers raised new-customer ROAS 0.8x Coffee subscription, 40d, $84k spend. Prospecting campaigns were re-serving recent purchasers, inflating the headline number with repeat orders. A…
Swapping the first 3 seconds lifted ROAS 0.5x — same ad Food delivery app, 28d, $61k spend, single creative, two intros. Identical 20-second video, only the opening hook changed: 'Tired of cooking?' v…
ABO testing then CBO scaling beat all-CBO by $7 CPA Pet supplies, 50d, $115k spend, two account structures. Arm A: pure CBO from day one. Arm B: ABO (Ad Set Budget Optimization, fixed budget per ad se…