Both ads sell the same offer: new siding for $3,000 less than a competitor, plus free gutters. I kept the offer fixed and changed only the execution, so the test shows which visual style the audience responds to.
The account came in at $28.77 per lead for the 30 days in the report, against a $40 target.
The export doesn't say which of the two images was the static that ran. Numbers come from the account report. There's no Ads Manager screenshot on file for this account.
Exhibit B Two executions, one offer
The notebook doodle
It looks like a sketch, not an ad. The red circle pushes the eye straight to "$3,000 less". It reads in two seconds: what it is, the saving, then the bonus.
The yard sign
A hand lettered sign on a real lawn reads like a neighbor put it up. "Other siding cost $15,000" sets the anchor, so "$3,000 less" lands as real money.
Exhibit C What the offer delivered
The account
$28.77 CPL
Account CPL for the 30 days in the report. Target was $40.
The static ad
13 leads · $35.91
3.78% CTR on $466.89 spend. Under target, with room to learn which image ran.
The video version
11 leads · $17.15
The same offer as a video, at a 2.96% CTR. The cheapest leads of the three.
Guardrail: a "less than a competitor" claim has to be something the client can back up with real quotes. I check that before launch, so the ad stays honest and gets through Meta's review.
Verdict
Same offer, cheapest account in the report. Next: run the two images as separate ads so the report can tell them apart, and judge them on booked estimates, not CPL alone.
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