Every static ad in this account had to pass one screen before I'd call it a winner: 20 or more leads at under $40 each. Fifteen statics ran. Three passed.
Together the statics brought 191 leads at $30.99 from $5,919.68. The screen measures volume and cost. It doesn't prove lift, lead quality or bookings, so I don't claim those.
Identity anonymized for confidentiality. Results refer to the original ads.
Exhibit B The three statics, in two windows
Three statics passed the screen: General Offer, In-Paper Offer and Cardboard Offer. Two are still active. Cardboard is paused and had no September delivery. The cards below show the two active ones, plus Owner Selfie as a promising test that hasn't passed yet. Cardboard's numbers are in Exhibit C.Only General Offer passed the screen in September: 37 leads at $34.03. The other two below didn't reach 20 leads this month.
General Offer Image 2
The most leads of any active static in the window.It carried September: 37 of the 69 static leads.
In-Paper Offer Image 1
The lowest CPL of the three that passed the screen.Only 3 leads in September, and CPL rose to $36.56 from $23.62. Not the current cheapest ad.
Owner Selfie Image 1
Lowest CPL of any static with more than one lead, but under the 20 lead screen. A test, not a winner yet.About 55% below General Offer's CPL, on 11 leads vs 37. Not a controlled test.
Identity anonymized for confidentiality. Results refer to the original ad. The Owner Selfie face is a stand in.
Exhibit C Every static against the $40 target
A cheap CPL on a handful of leads isn't proof yet. That's why the screen asks for volume too.
- Cardboard Offer Image 1 (paused)$31.23 64 leads
- General Offer Image 2$32.87 50 leads
- In-Paper Offer Image 1$23.62 20 leads
- Cartoon Offer Image 1$29.66 17 leads
- Owner Selfie Image 1$16.49 11 leads
- Collage Selfie Style Image 3$30.75 10 leads
- Group Photo Image 1$38.50 9 leads
- General Offer Image 1$47.94 3 leads
- Group Photo Image 2$31.06 2 leads
- Drawing Offer Image 1$44.28 2 leads
- Group Photo Image 3$35.77 1 lead
- Selfie Style With Branding Image 1$31.58 1 lead
- Signage Offer Image 1$13.64 1 lead
- Drawing Offer Image 2no leads
- Inspection Offer Image 1no leads
Passed the screenDidn't pass yetJul 16 to Sep 29, 2026 · cost per lead
Exhibit D Next-test priority
1 · Owner Selfie Image 1
Real owner photo, decide at 20 leads
Use a genuine owner photo on site with the same offer and copy. Judge lead quality, not just cost per lead. A 20 lead screen is a practical check, not a statistical guarantee.
2 · General Offer Image 2
Keep the offer, swap the photo
Replace only the house photo with another real finished job. Keep the price just as easy to read. Compare CPL and lead quality over a set window.
3 · In-Paper Offer Image 1
Cleaner layout, same comparison
Keep the paper format and the "starting at" wording. Check recent results and booking quality before scaling it.
Exhibit E Straight from Ads Manager
Jul 1 to Sep 22, 2026 · includes video ads, so totals run higher: 215 leads at $32.20 · thumbnails blurred
Aug 24 to Sep 22, 2026 · top ad General Offer Image 2: 35 leads at $37.08, 16 applications. A same-window refresh shows 35 leads at $37.09 on $1,298.18. The screenshot is left as captured.
Verdict
Three statics passed the screen. General Offer Image 2 carries the volume. Owner Selfie Image 1 has the lowest CPL of any static with more than one lead, $16.49, but only 11 leads, so it gets budget and a decision at about 20 leads.
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