# Six grounded ad variations for product-aware US shoppers

Use the existing capacity direction as an iteration, then test delivered-cost clarity and care fit as distinct motivations. This is Mode 2 analysis of the supplied fictional performance records; it does not claim new ads have run.

## Recomputed historical measures

CTR = clicks / impressions; click-to-purchase CVR = purchases / clicks; CPA = spend / purchases; ROAS = attributed revenue / spend.

| Ad | CTR | Click-to-purchase CVR | CPA | ROAS |
|---|---:|---:|---:|---:|
| W1 | 2.00% | 5.00% | $10.00 | 2.40× |
| W2 | 1.50% | 4.00% | $16.67 | 1.44× |
| L1 | 0.80% | 2.50% | $50.00 | 0.48× |

W1 leads directionally on the purchase-CPA objective ($10); the vague premium L1 costs $50 per purchase. Ten, six and two purchases are small counts, and targeting/exposure comparability is not established. This is not statistical proof of creative superiority. CTR is diagnostic, not the campaign success metric.

## Complete copy pack

### C1: Capacity extension
Primary text: HarborMug holds 500 ml. Check its 9 × 9 × 19 cm size before choosing your next desk mug.
Headline: HarborMug: 500 ml for your desk
Description: HarborMug size and care
CTA: Shop Now. Evidence: W1, R2, P1.

### C2: Capacity extension
Primary text: How much fits your daily cup? Compare HarborMug’s 500 ml capacity and dimensions before you buy.
Headline: Check HarborMug’s 500 ml size
Description: HarborMug product details
CTA: Shop Now. Evidence: W1, R1, R2, P1.

### P1: Delivered-price clarity
Primary text: One HarborMug is $24 + $5 US shipping: $29 before tax. See the full cost before choosing your mug.
Headline: HarborMug: $29 with US shipping
Description: HarborMug total before tax
CTA: Shop Now. Evidence: W2, R3, R5, P1.

### P2: Delivered-price clarity
Primary text: HarborMug costs $24. US shipping is $5 below $50 and free at $50 or more. Check the details before ordering.
Headline: HarborMug pricing made clear
Description: HarborMug US shipping
CTA: Shop Now. Evidence: W2, R3, R5, P1.

### F1: Care-fit qualification
Primary text: HarborMug is hand-wash only and not microwave safe. Check that the care routine fits your day.
Headline: HarborMug: check the care first
Description: HarborMug hand-wash care
CTA: Shop Now. Evidence: C1, R4, P1.

### F2: Care-fit qualification
Primary text: Wash your mug at the sink? HarborMug holds 500 ml and needs hand-washing. Not microwave safe.
Headline: HarborMug for a hand-wash routine
Description: HarborMug care details
CTA: Shop Now. Evidence: C1, R4, P1.

## Designer briefs and controlled test

Capacity: use an approved product photograph on cream (#FFF9EF) with navy (#143047) type; put the 500 ml label and dimension callouts beside the actual product. No invented capacity demonstration or thermal-performance image. This extends W1 and the supplied R2 language, rather than being a newly discovered angle.

Price: use the same approved photograph and layout while displaying the $24 + $5 = $29 before-tax equation. Keep the shipping geography visible and do not rely on an optional description field to communicate cost.

Care: use the same product image with a hand-wash instruction and a clear no-microwave statement. Address the supplied dishwasher objection directly. Do not fabricate a customer testimonial from the synthetic research quotes.

For each angle, compare its two copy variants with the same audience, placement, image, landing page and spend allocation. Exclude purchasers. Hypothesis for the capacity extension: lower CPA than W1 through better fit comprehension. Price hypothesis: lower CPA than W2 by reducing delivered-cost surprise. Care hypothesis: lower CPA than W1 among hand-wash-compatible product-aware shoppers; care-related returns and inquiries must not worsen. All can lose; no directional result is asserted before a controlled test.

Keep the first test small enough for the approved budget, but do not choose a winner after a handful of conversions. Predefine sample, duration and attribution window with the campaign analyst; those inputs are not supplied. Track cost, purchases, click-to-purchase CVR, return reasons and stock consistency. The old vague premium direction remains retired pending evidence.

All six primary texts fit the brief’s 125-character working limit, headlines fit 40 and descriptions fit 30; spaces and punctuation were counted. These are conservative author-guide limits, not a claim that every placement displays all fields. The CSV is a structured copy handoff with a reserved destination URL; map fields to the current account import template, replace the URL and preview in Ads Manager before upload. No image was generated, ad uploaded or budget spent.