Spoiler Golf · Weekly Report and Creative Analytics

01 · Meta week in review

Meta performance, week over week

Meta platform figures only, 25 to 31 August against 18 to 24 August, on the account attribution setting of 7-day click and 1-day engaged view. This tab covers the week. Tab 02 puts it inside the month and against the CAC plan; the creative behind it is in tabs 03 to 05.

Spend

$5,876

▲+4%vs $5,662

Revenue

$5,758

▼-34%vs $8,737

Purchases

▼-34%vs 29

Acquisition cost

$309.28

▲+58%vs $195.23

ROAS

0.98

▼-37%vs 1.54

AOV

$303.04

▲+1%vs $301.29

CPM

$35.40

▲+52%vs $23.28

Adds to cart

124

▲+3%vs 120

Cost per cart

$47.39

▲+0%vs $47.18

The first full week on the rebuilt account: $5,876 of spend, 19 purchases and a 0.98 ROAS. Revenue came in at $5,758 against $8,737 the week before, when the legacy campaign was still carrying most of the budget and had its best six-day stretch of the month. Acquisition cost moved from $195.23 to $309.28. Nineteen purchases is a small base, so every read below is a direction, not a verdict.

One metric moved, and it sits above the click: CPM rose 52% to $35.40. Outbound CTR (2.11% vs 2.22%), click-to-purchase (0.54% vs 0.54%) and AOV ($303 vs $301) were all level. Hold CPM at last week's price and the same budget buys 252,419 impressions instead of 165,980, and the week lands near a 1.49 ROAS. The people who clicked bought at the same rate and the same order size; what changed is the price of reaching them.

The CPM step is a structural change, not drift, and it dates to 24 August. Daily CPM sat between $17.08 and $25.75 for every day of August up to the 23rd, then held between $31.84 and $37.19 on every day since. That is the day the legacy Advantage+ campaign switched off and the two cost-controlled campaigns took all delivery. Cost controls narrow delivery to the auctions Meta expects to convert inside the cap, and both campaigns were in learning. The ROAS goal campaign paid $43.97 for its impressions against $30.17 on the cost cap side, which is most of the blended increase. Tab 02 shows the day-by-day.

Mid-funnel intent held at the same unit cost, and the cart pool grew. 124 adds to cart against 120 at $47.39 per cart against $47.18. Landing page visitors added to cart at 3.9% against 2.4% the week before. The step that softened is cart to order, 15.3% against 24.2%, which leaves 105 carts unconverted in seven days. The consolidated campaign already re-serves to that pool on its own; what it needs is fresh creative that closes it, which is where September's volume goes.

Three weeks in, the account is ahead of where we found it. The seven days before the handover (11 to 17 August) ran at 0.55 ROAS and a $552 acquisition cost on 10 purchases. This week is 79% above that on ROAS and 44% lower on acquisition cost. The bid-strategy test, the campaign consolidation and the plan for the $180 CAC target are in tab 02; the creative supply behind the numbers is in tab 03.

Channel view, week over week

Platform-reported figures on the account attribution setting, 7-day click and 1-day engaged view. Google Ads is being built from scratch and has no spend yet, so Meta is the whole of paid this week.

ChannelSpendRevenueROAS

Metacreative-led acquisition, two consolidated campaigns

$5,876▲+4%

$5,758▼-34%

0.98▼-37%

Googleaccount build in progress: Ads, Merchant Center, GA4 and feed access outstanding

—

not yet live

The funnel, step by step

Meta pixel, 25 to 31 August. Each step is shown as a share of the step above it, with last week in grey.

165,980

Impressions

23,711 a day

last week 243,197

3,213

Landing page views

1.94% of impressions

last week 5,074 · 2.09%

124

Added to cart

3.9% of page views

last week 120 · 2.4%

Purchased

15.3% of carts · 0.011% end to end

last week 29 · 24.2% of carts

The top of the funnel narrowed on price and the cart step improved. Fewer impressions (32% fewer) and fewer landing page views, but a higher share of visitors adding to cart (3.9% against 2.4%), so the traffic the cost controls bought was more intent-qualified. Cart to order is the step to watch: 15.3% against 24.2%. With 71 checkouts started for 19 purchases, 52 people got as far as checkout and stopped. Two levers work that step: new closing creative inside the consolidated campaign (Meta already re-serves to cart and checkout audiences within the structure; it needs ads built to convert them) and the Klaviyo abandonment flows. Both are on this week's list.

What added revenue

Week over week change by creative · +$629 combined

Best Putter 2025

+$612

+$432 spend

1.26

Roll

+$16

+$558 spend

0.74

What gave it back

Week over week change by creative · top four · −$2,284 combined

OG Stealth Plain White

−$997

−$909 spend

0.00

Best. Testimonial | Low High

−$553

−$60 spend

2.79

Reviews Testimonials

−$396

−$231 spend

0.00

shouldn't hide your miss

−$338

−$138 spend

0.00

Only two creatives added revenue week over week, and the declines are mostly ads that stopped running. Best Putter 2025 added $612 on $432 more spend at 1.26. On the other side, OG Stealth Plain White gave back $997 because it went from $1,011 of delivery in the legacy campaign to $102 in the new structure, and Reviews Testimonials and "shouldn't hide your miss" were not carried into the consolidation at meaningful budget. The one real decline on level spend is Best. Testimonial | Low High, down $553 on similar delivery, which is still the account's best funded creative this week at 2.79.

02 · August in context →

02 · August in context, and the plan

How the week sits inside the month, and against the CAC plan

Meta platform figures for August against July, the day-by-day shape of the month around the handover, and the account adjustments scored against the plan set at kickoff.

Meta spend, August

$25,748

+65%vs July $15,602

1 to 31 August, both months complete

Purchases, August

-1%vs July 83

Meta pixel

Acquisition cost

$314.00

+67%vs July $187.97

Meta, cost per purchase

ROAS

0.98

-44%vs July 1.74

Meta-attributed

CPM

$24.03

+0%vs July $23.92

level across the month, stepped up on 24 Aug

AOV

$307.08

-6%vs July $327.31

Meta-attributed orders

How August was built

A month that scaled spend 65% before the creative could carry it, then handed over mid-stream

August spent $25,748 against July's $15,602, at $831 a day against $503. Purchases were flat (82 against 83), so the extra budget did not find extra orders and acquisition cost moved from $188 to $314. That is the situation the rebuild was brought in to fix, and it splits into three stretches.

1 to 17 August, legacy Advantage+ campaign. $13,503 over 17 days at $794 a day, 33 purchases, 0.77 ROAS, $409 acquisition cost, CPM $21.08. Two days ($1,030 on the 9th and $790 on the 13th) recorded no purchase at all.

18 to 23 August, handover. $4,684 over 6 days, 25 purchases, 1.60 ROAS, $187 acquisition cost. The legacy campaign's best stretch of the month, with the 21st and 22nd both above 2.0, while the new campaigns were built and approved. Worth saying plainly: the 1.54 in last week's headline leaned on these six days.

24 to 31 August, rebuilt structure. $7,561 over 8 days at $945 a day, 24 purchases, 0.97 ROAS, $315 acquisition cost, CPM $34.60. Above the 17-day legacy baseline on every efficiency measure, below the six-day handover peak, with the CPM step-up described in tab 01 as the cost of the new structure's learning period.

Peak daily spend

$1,036

30 August, the highest day of the month, inside the rebuilt structure

Best day

2.52 ROAS

22 August, 6 purchases on $729

Days at or above 1.0 ROAS

14 of 31

4 of the 8 days on the new structure

Day by day, August Meta spend

Meta, 1 to 31 August. Green bars are days at or above 1.0 ROAS, coral below. The dashed grey line is the July daily average of $503. Hover a bar for the day's numbers.

Day by day, CPM

The same 31 days. The step on 24 August is the structural change described in tab 01.

What we changed, in order

The adjustments made to the account since the handover, against the plan set at kickoff: open at a 1.5 ROAS goal and a $180 cost cap, derived from a $308 30-day AOV and a $180 CAC target, and walk CAC down from the ~$200 the account was running at takeover.

19 Aug

Two consolidated acquisition campaigns built and shared for approval

CBO, one ad set each, the account's working creatives copied in. Reporting dashboard and ROAS-target rationale published.

23 Aug

Legacy Advantage+ campaign switched off; new structure live

A value-bid campaign at a 1.5 ROAS goal (RG) and a cost-per-result campaign at a $180 cost cap (CC), running the same creative head to head.

25 Aug

New ad batch launched into both campaigns; CC raised to $500 a day

Eight ads from the first Rosewater concept, plus $100 a day added to the cost cap side to push it through learning.

25 to 31 Aug

First full week on the new structure; no further changes

Left untouched so the bid-strategy test could produce a clean week of data. That test is below.

The bid-strategy test: cost cap against ROAS goal

Campaign-level Meta figures, 25 to 31 August. Both campaigns carry the same creatives, so the difference is the bid strategy and the budget Meta allocated to each.

Campaign	Spend	Purch.	Revenue	ROAS	Acq. cost	CPM	Outbound CTR	Page to cart
Cost cap ($180) · RWG - Acquisition - CBO - Consolidated Top Ads (Value Bid) - CC	$3,106	12	$3,903	1.26	$258.80	$30.17	2.30%	3.8%
ROAS goal (1.5) · RWG - Acquisition - CBO - Consolidated Top Ads (Value Bid) - RG	$2,766	7	$1,854	0.67	$395.21	$43.97	1.80%	4.0%
Transition week for reference (18 to 24 Aug): cost cap	$551	4	$1,266	2.30	$137.86	$28.32	2.42%	1.8%
Transition week for reference (18 to 24 Aug): ROAS goal	$502	0	$0	0.00	—	$36.71	1.81%	1.7%

Cost cap leads at the campaign level on every measure that matters. 12 purchases at $259 and 1.26 ROAS against 7 at $395 and 0.67. The gap starts before the click: the ROAS goal campaign paid $43.97 CPMs for a 1.80% outbound CTR, the cost cap side $30.17 for 2.30%. The transition week pointed the same way (2.30 against zero on $551 and $502). Two weeks, same direction, 19 purchases behind it: a strong read rather than a settled one. Tab 05 shows the same test at creative level, where it is noisier, and why the campaign-level call still stands.

Against the plan: blended acquisition cost of $309 is a learning-week number; the cost cap side is already at $259. The $180 target is the walk-down destination. Consolidating into the cost cap structure moves the blended figure toward what the winning campaign is already producing, and the cap keeps pulling it down from there. If spend throttles under the cap, that is the account saying the current creative library cannot sustain $180 yet, and the answer is the September creative volume in tab 03, not a looser bid.

← 01 · Meta week in review 03 · Creative supply →

03 · Creative supply

The week the rebuild's creative went to work

How old the working creative is, which messages and formats are earning their share, what the new launches did in their first week, and where the September volume should go. Creative detail is from Motion on the same Meta attribution setting as tab 01.

The headline for this tab

Three new creatives took 29% of the week's spend, and the two launched with the rebuild out-earned the library

Two creatives went live with the new structure on 23 August (the Roll demo loop and the founder's Lead Edge Roll explainer) and took $1,436, 24.4% of Meta spend, returning 1.13 on 5 purchases at a $287 acquisition cost, against 1.00 for the 18 pre-existing creatives that carried the rest. Eight more ads went live on 25 August from the first Rosewater concept and took $293, 5.0% of spend, with 3 carts and no purchase yet inside CBO learning.

The share of spend on August-launched creative rose from 13% last week to 38% this week. The other 62% still sits on creative from July or earlier, and the oldest cohort (2025) is returning best, which says the account's proof assets have not fatigued so much as run out of company.

New ads live

8 + 4

8 from the 25 August batch, 4 ads (2 creatives) launched with the rebuild on 23 August

Rebuild-launch cohort ROAS

1.13

against 1.00 for the pre-existing library, on 5 and 14 purchases

Share of spend on August creative

38%

up from 13% the week before

Creative vintage, where this week's money sat

Every creative is assigned to the period it first went live in Motion, so the cohorts add to 100% of the $5,872 tracked at creative level. The grey bar is the same cohort's share last week.

Launch cohortShare of spendThis wkLast wkROASSpend

Launched this week (25–31 Aug)

5.0%

0.0%

0.00

$293

Launched with the rebuild (23–24 Aug)

24.5%

4.4%

1.13

$1,436

Earlier August (1–22 Aug)

8.8%

8.7%

0.00

$514

January to July 2026

44.8%

66.1%

0.83

$2,631

2025 and earlier

17.0%

20.8%

1.97

$997

this weeklast weekCohorts in green beat the account rate on three or more purchases

The January to July cohort gave up a fifth of its share to August creative and returned 0.83. The 2025 cohort (2 creatives, led by the testimonial static) returned 1.97 on 17.0% of spend, the best return in the table. The earlier-August cohort (Mask Mistakes and the what-if clip) took 8.8% without a purchase. The rebuild launches returned 1.13 on 24.5%.

Which messages carried the money

Messaging theme as tagged in Motion. Top ten by spend.

TagSpendSpendShareROASPurch.

Best Putter

$2,715

46.2%

1.30

Better Ball Roll

$1,510

25.7%

0.63

Improve Stroke Mechanics

$573

9.8%

1.71

Feedback Over Forgiveness

$361

6.1%

0.00

Less Putts

$291

5.0%

0.00

Pure Forward Roll

$235

4.0%

1.31

Lead Edge Roll

$102

1.7%

0.00

Start Line Accuracy

$41

0.7%

0.00

Reduces Skid

$32

0.5%

0.00

Skill Improvement

0.1%

0.00

The Best Putter award angle is the volume line and it is also above the account rate. 46.2% of spend, 11 purchases, 1.30 ROAS across 5 creatives. Better Ball Roll is the one to fix, at 0.63 on 25.7% of spend and 3 purchases: it is the product truth, carried this week by a two-second loop and a headline static, neither of which shows the roll against a conventional putter. Improve Stroke Mechanics returned 1.71 on one creative, the founder explainer.

Which formats carried the money

Visual format as tagged in Motion. Top ten by spend.

TagSpendSpendShareROASPurch.

Headline;Press

$1,181

20.1%

0.54

Demo

$863

14.7%

0.74

Press

$805

13.7%

1.54

Review

$592

10.1%

2.79

Founder

$573

9.8%

1.71

Headline

$530

9.0%

0.58

Yapper

$418

7.1%

0.74

Headline;Statistic

$285

4.9%

0.00

Cinematic B-Roll

$267

4.5%

0.00

Cinematic B-Roll;Expert Explainer

$136

2.3%

0.00

Proof formats beat the account rate; demonstration did not, because there is almost none of it. Review returned 2.79 on 5 purchases, Founder 1.71 on 3, Press 1.54 on 4. Demo sits at 0.74 on 14.7% of spend, and the whole of that is the two-second Roll loop. The Creative Demand Model calls for demonstration to be 57% of September output; today it is one clip.

Which audiences carried the money

Intended audience as tagged in Motion. Every creative carries one tag, so shares total 100% of the $5,872 tracked at creative level.

TagSpendSpendShareROASPurch.

Serious Golfers

$5,770

98.3%

1.00

Broad

$102

1.7%

0.00

The taxonomy has two audience tags and one of them holds 98.3% of spend. That is not an audience read, it is a tagging gap: the Creative Demand Model defines the personas (the three-putter, the feel player, the coach-led improver) and none of the working creative is tagged against them yet. Tagging the September batch by persona at launch is what turns this table into a decision tool next month.

Which production styles carried the money

Asset type as tagged in Motion.

TagSpendSpendShareROASPurch.

Product Image with Text

$3,217

54.8%

1.10

UGC

$1,427

24.3%

0.90

High Production

$945

16.1%

0.67

Product Image

$102

1.7%

0.00

Lifestyle Image with Text

$94

1.6%

0.00

Illustration

$70

1.2%

4.37

Text Only

$18

0.3%

0.00

Product images with text carried 54.8% of spend at 1.10, and UGC 24.3% at 0.90. High-production footage returned 0.67 on 16.1%, all of it the Roll loop. The account has not yet run a produced demonstration longer than a few seconds.

Statics against video

Creative-level Meta figures, 25 to 31 August, across the $5,872 Motion tracks at creative level.

Format	Spend	Share	Purch.	Acq. cost	ROAS	CPM	Outbound CTR	Page to cart
Video	$2,372	40%	6	$395.31	0.81	$43.20	1.90%	4.0%
Static	$3,482	59%	13	$267.84	1.10	$31.44	2.22%	3.8%
Carousel	$18	0%	0	—	0.00	$92.49	0.00%	0.0%

Statics took 59% of the budget and produced 13 of the 19 tracked purchases. They bought media at $31.44 against $43.20 for video and closed at $267.84 against $395.31. Video's CTR is lower (1.90% against 2.22%) and its page-to-cart rate is level, so the video library is not yet earning its higher CPM. That is a supply problem: the video in market is one two-second loop, one long founder explainer and a handful of talking clips, not the produced demonstration the category is missing.

The 25 August batch, ad by ad

One concept ("15 Handicap 3 Putt Stats") in two versions, each against the homepage and the OG Putter product page, duplicated into both campaigns. Destination per ad naming.

Ad	Campaign	Destination	Spend	Impr.	Outbound CTR	Page views	Carts
08/25/2026_15 Handicap 3 Putt Stats V1_HP	Cost cap	Homepage	$181.42	3,798	1.45%	52	3
08/25/2026_15 Handicap 3 Putt Stats V1_HP – Copy	ROAS goal	Homepage	$83.81	1,446	1.24%	9	0
08/25/2026_15 Handicap 3 Putt Stats V1_Spoiler Og Putter PDP	Cost cap	OG Putter PDP	$11.39	252	0.40%	1	0
08/25/2026_15 Handicap 3 Putt Stats V1_Spoiler Og Putter PDP – Copy	ROAS goal	OG Putter PDP	$8.77	124	0.00%	0	0
08/25/2026_15 Handicap 3 Putt Stats V2_HP	Cost cap	Homepage	$4.65	93	0.00%	0	0
08/25/2026_15 Handicap 3 Putt Stats V2_HP – Copy	ROAS goal	Homepage	$1.99	83	0.00%	0	0
08/25/2026_15 Handicap 3 Putt Stats V2_Spoiler Og Putter PDP – Copy	ROAS goal	OG Putter PDP	$0.84	44	0.00%	0	0
08/25/2026_15 Handicap 3 Putt Stats V2_Spoiler Og Putter PDP	Cost cap	OG Putter PDP	$0.62	37	0.00%	0	0

Meta chose for us: V1 over V2, and the homepage over the product page, in both campaigns. $265 of the batch's $293 went to the two V1 homepage ads; the four product-page ads took $22 between them and the V2 headline $8. CBO allocates on early signal, so this is a read on which headline and destination Meta expects to convert, not a verdict on either. The batch as a whole: 3 adds to cart on 62 page views (4.8%, above the account rate), no purchase yet.

The new launches, in full

The three creatives that entered the account since the handover and took real budget: two launched with the rebuild on 23 August, one from the 25 August batch.

▶

▶ Watch on Facebook

↗ Product page destination

VIDEO · short loop

NEW · 23 AUGIn market 2026-08-23Let It Roll // Spoiler OG

A high-production, roughly two-second looping demo clip: the ball coming off the Spoiler face. Primary text "Let It Roll // Spoiler OG", pointed at the OG Putter product page. Launched into the rebuilt campaigns on 23 August.

Spend

$863

14.7% of tracked creative spend

ROAS

0.74

acct 0.98

Acquisition cost

$431.64

acct $309.28

Outbound CTR

1.20%

acct 2.11%

AOV

$318.00

acct $303.04

Landing page to cart

4.5%

acct 3.9%

Same creative, both campaigns · Cost cap: $503, 2 purch., 1.26 ROAS · ROAS goal: $360, 0 purch., 0.00 ROAS

Why it is performing this way

$863 of spend, 2 purchases, 0.74 ROAS. The retention numbers look exceptional (36% finish against 18%), but the clip is only a couple of seconds long, so completion says little; treat the curve as not comparable.
Outbound CTR of 1.20% is the lowest of the top five spenders, against 2.11% account-wide. Viewers see the roll and are not asked to do anything with it.
The split between campaigns is stark: 2 purchases at 1.26 in the cost cap campaign, none on $360 in the ROAS goal campaign.

Suggested iteration

This footage is the demonstration format the Creative Demand Model asks for, in its shortest possible form. Cut a 15 to 20 second version: the same slow-motion roll, a side-by-side against a conventional putter, one on-screen claim (less skid, earlier forward roll) and a CTA in the last three seconds. That is the first video brief of September.

Serious GolfersBetter Ball RollDemoHigh ProductionVideoNo Offer

Full ad name, placement and copy

Roll - Copy Cost cap campaign and ROAS goal campaign · https://spoilergolf.com/products/spoiler-og-putter Primary text: Let It Roll // Spoiler OG

Video retention curve

Hook rate

36.8%

acct 40.3%

Held to 25%

84%

acct 45%

Held to 50%

64%

acct 33%

Held to 75%

49%

acct 25%

Finished

36%

acct 18%

3s plays

9,295

of 25,267 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

▶

▶ Watch on Facebook

VIDEO · 58s

NEW · 23 AUGIn market 2026-08-23So why? Why lead edge roll? Why did we design a face like this?

A 58-second founder explainer, shot to camera: why the Lead Edge Roll face exists, from putting with a wedge during COVID to the design. Long primary text tells the same story. Launched into the rebuilt campaigns on 23 August.

Spend

$573

9.8% of tracked creative spend

ROAS

1.71

acct 0.98

Acquisition cost

$190.94

acct $309.28

Outbound CTR

2.88%

acct 2.11%

AOV

$326.73

acct $303.04

Landing page to cart

3.2%

acct 3.9%

Same creative, both campaigns · Cost cap: $282, 1 purch., 1.20 ROAS · ROAS goal: $291, 2 purch., 2.21 ROAS

Why it is performing this way

3 purchases at 1.71 ROAS on $573, above the account rate, with the highest outbound CTR in the top ten at 2.88%.
Hook rate of 49.1% is above the 40.3% account baseline, then retention falls fast: 20% at the quarter mark against 45%. The first ten seconds are doing the selling; the origin story after that is being skipped, and it still converts.
Founder framing returned 1.71 this week, and this is the account's only funded expression of it.

Suggested iteration

Cut two shorter versions from the same footage: one that lands the design claim inside the first five seconds and closes at 20 seconds, one that opens on the wedge insight ("you ever belly a wedge") and cuts to the slow-motion roll. Keep the original live for comparison.

Serious GolfersImprove Stroke MechanicsFounderUGCVideoNo Offer

Full ad name, placement and copy

Existing | Lead Edge Roll Explainer - Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: Why did we design a putter like this? // You ever belly a wedge and realize how pure the ball rolls - and how often you make a putt with your wedge? Well, that was the inspiration behind Spoiler OG. We designed the Lead Edge Roll face to impart a noticeably better roll on your ball. Let’s Roll. // #betterroll #putterdesign #leadingedge #golf #golfstagram #instagolf #golfdesign #golfclub #golfequipment #putter #startup #golfbiz #pureroll #letsroll #spoilergolf

Video retention curve

Hook rate

49.1%

acct 40.3%

Held to 25%

20%

acct 45%

Held to 50%

13%

acct 33%

Held to 75%

10%

acct 25%

Finished

acct 18%

3s plays

7,078

of 14,420 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

08/25/2026_15 Handicap 3 Putt Stats V1_HP

STATIC · still

NEW · 25 AUGIn market 2026-08-25Spoiler gives you something most putters don't: honest feedback.

The funded variant of the Rosewater launch batch: a stat-led static on how often a 15-handicap three-putts, headline "Actually Get Gooder at Putting", pointed at the homepage. Tagged Less Putts, Headline and Statistic framing.

Spend

$265

4.5% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

1.39%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

4.9%

acct 3.9%

Same creative, both campaigns · Cost cap: $181, 0 purch., 0.00 ROAS · ROAS goal: $84, 0 purch., 0.00 ROAS

Why it is performing this way

$265 across both campaigns, 3 adds to cart, no purchases yet, in its first six days inside CBO learning.
Outbound CTR 1.39% against 2.11% account-wide; landing page to cart 4.9%, above the account rate. Fewer people click, but those who do behave like buyers.
Both CBO campaigns funded the homepage version over the product-page version and V1 over V2, which is early evidence about landing path and headline, not about the concept.

Suggested iteration

Give it the rest of this week. Whatever the static does, the three-putt statistic earns a video version in the first September batch: the stat on screen for three seconds, then the roll demonstration as the answer.

Serious GolfersLess PuttsHeadline;StatisticProduct Image with TextStaticNo Offer

Full ad name, placement and copy

08/25/2026_15 Handicap 3 Putt Stats V1_HP / 08/25/2026_15 Handicap 3 Putt Stats V1_HP – Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: Spoiler gives you something most putters don’t: honest feedback. See the roll. Feel the strike. Learn what your stroke is actually doing. Headline: Actually Get Gooder at Putting

← 02 · August in context 04 · Top 10 by spend →

04 · Top 10 by spend

The ten creatives that took the budget

Creative-level Meta figures, 25 to 31 August, both campaigns combined. Account rates sit under each metric. Full ad names, destinations and copy are in the dropdown on each card; video cards carry the retention curve and play in place.

Where the budget sat, by campaign

Each campaign is a single CBO ad set carrying the same creatives, so this is the same view as the bid-strategy test, from the budget side.

Campaign / ad set	Ads	Spend	Share	Purch.	ROAS	Acq. cost	CPM
Cost cap · RWG - Acquisition - CBO - Consolidated Top Ads (Value Bid) - CC	22	$3,106	53%	12	1.26	$258.80	$30.17
ROAS goal · RWG - Acquisition - CBO - Consolidated Top Ads (Value Bid) - RG	20	$2,766	47%	7	0.67	$395.21	$43.97

Ten creatives took 90% of tracked spend, and the top three took 47%. Ranked by spend because spend and carts, not small-sample ROAS, decide what the account learns. Each card shows the same creative's split between the two campaigns, which is the like-for-like bid test at creative level.

↗ Homepage destination

STATIC · still

#1In market 2026-02-24Best Putter 2025.

A product-image static: the OG putter on green with the "Best Putter 2025" award line, headline "Let's Roll." Tagged Best Putter angle, Headline and Press framing.

Spend

$1,181

20.1% of tracked creative spend

ROAS

0.54

acct 0.98

Acquisition cost

$590.73

acct $309.28

Outbound CTR

2.82%

acct 2.11%

AOV

$318.00

acct $303.04

Landing page to cart

3.5%

acct 3.9%

Same creative, both campaigns · Cost cap: $646, 1 purch., 0.51 ROAS · ROAS goal: $535, 1 purch., 0.58 ROAS

Why it is performing this way

The account's largest line of spend at $1,181 and the second-highest outbound CTR in the top ten at 2.82%, which is why both CBO campaigns keep funding it.
2 purchases behind $1,181 is the weakest funded return in the account this week (0.54). Landing page to cart is 3.5% against 3.9% account-wide, so the drop-off is on the page, not in the feed.
Two purchases is not a verdict on an asset that has run since February; it is a week to watch.

Suggested iteration

Keep it live and monitor whether it continues to earn this share of budget. The award claim is clearly buying attention, so test the destination rather than the creative: send it to the product page section that carries reviews and the Rick Shiels line, since the Review-framed creatives closed best this week.

Serious GolfersBest PutterHeadline;PressProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Best Putter 3 - Copy Cost cap campaign and ROAS goal campaign · http://www.spoilergolf.com/ Primary text: Best Putter 2025. Headline: Let's Roll.

▶

▶ Watch on Facebook

↗ Product page destination

VIDEO · short loop

#2In market 2026-08-23Let It Roll // Spoiler OG

Spend

$863

14.7% of tracked creative spend

ROAS

0.74

acct 0.98

Acquisition cost

$431.64

acct $309.28

Outbound CTR

1.20%

acct 2.11%

AOV

$318.00

acct $303.04

Landing page to cart

4.5%

acct 3.9%

Same creative, both campaigns · Cost cap: $503, 2 purch., 1.26 ROAS · ROAS goal: $360, 0 purch., 0.00 ROAS

Why it is performing this way

$863 of spend, 2 purchases, 0.74 ROAS. The retention numbers look exceptional (36% finish against 18%), but the clip is only a couple of seconds long, so completion says little; treat the curve as not comparable.
Outbound CTR of 1.20% is the lowest of the top five spenders, against 2.11% account-wide. Viewers see the roll and are not asked to do anything with it.
The split between campaigns is stark: 2 purchases at 1.26 in the cost cap campaign, none on $360 in the ROAS goal campaign.

Suggested iteration

Serious GolfersBetter Ball RollDemoHigh ProductionVideoNo Offer

Full ad name, placement and copy

Roll - Copy Cost cap campaign and ROAS goal campaign · https://spoilergolf.com/products/spoiler-og-putter Primary text: Let It Roll // Spoiler OG

Video retention curve

Hook rate

36.8%

acct 40.3%

Held to 25%

84%

acct 45%

Held to 50%

64%

acct 33%

Held to 75%

49%

acct 25%

Finished

36%

acct 18%

3s plays

9,295

of 25,267 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

STATIC · still

#3In market 2026-01-04Awarded BEST PUTTER 2025

A product-image static built on the award: "Awarded BEST PUTTER 2025" as primary text, headline "Best Putter of 2025". Press framing on the Best Putter angle. Running since January.

Spend

$740

12.6% of tracked creative spend

ROAS

1.26

acct 0.98

Acquisition cost

$246.57

acct $309.28

Outbound CTR

2.00%

acct 2.11%

AOV

$311.33

acct $303.04

Landing page to cart

4.4%

acct 3.9%

Same creative, both campaigns · Cost cap: $265, 1 purch., 1.27 ROAS · ROAS goal: $474, 2 purch., 1.26 ROAS

Why it is performing this way

The week's biggest revenue gainer, from $322 to $934 attributed revenue as delivery stepped up to $740.
3 purchases at $246.57 and 1.26 ROAS, above the 0.98 account rate, with landing page to cart at 4.4%.
Press-framed creative returned 1.54 across the account this week; the award is the account's most reliable proof point and this is its cleanest expression.

Suggested iteration

Monitor whether it keeps earning budget as the structure consolidates. Brief two or three fresh award statics with different visual treatments (putter in hand, ball at impact, the review pull-quote) so the strongest claim in the account does not live in a single eight-month-old asset.

Serious GolfersBest PutterPressProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Best Putter 2025 - Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: Awarded BEST PUTTER 2025 Headline: Best Putter of 2025

STATIC · still

#4In market 2025-08-20A customer review, set as the ad itself. (No primary text; Review framing per Motion.)

A customer-testimonial static: a review quote set against the product, with the award claim. No primary text on the ad; the image carries the message. Running since August 2025, the oldest creative in the top ten.

Spend

$592

10.1% of tracked creative spend

ROAS

2.79

acct 0.98

Acquisition cost

$118.40

acct $309.28

Outbound CTR

2.05%

acct 2.11%

AOV

$330.25

acct $303.04

Landing page to cart

3.1%

acct 3.9%

Same creative, both campaigns · Cost cap: $382, 4 purch., 3.52 ROAS · ROAS goal: $210, 1 purch., 1.46 ROAS

Why it is performing this way

The best funded creative of the week: 5 purchases, $1,651 of revenue and 2.79 ROAS on $592, at a $118.40 acquisition cost.
Review is the strongest visual format in the account this week at 2.79. It did $2,204 last week on similar spend, so this is two weeks in a row, not one.
Five purchases is a real signal and still a small base. It closed far better in the cost cap campaign (3.52) than under the ROAS goal (1.46).

Suggested iteration

This is the proof style to multiply. Brief three or four new testimonial statics from different reviewers (Gary Martin and Steve Johnston footage already exists, plus written reviews) in the same layout, and monitor whether they earn budget alongside this one rather than replacing it.

Serious GolfersBest PutterReviewProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Best. Testimonial | Low High - Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: (no primary text on this ad)

▶

▶ Watch on Facebook

VIDEO · 58s

#5In market 2026-08-23So why? Why lead edge roll? Why did we design a face like this?

Spend

$573

9.8% of tracked creative spend

ROAS

1.71

acct 0.98

Acquisition cost

$190.94

acct $309.28

Outbound CTR

2.88%

acct 2.11%

AOV

$326.73

acct $303.04

Landing page to cart

3.2%

acct 3.9%

Same creative, both campaigns · Cost cap: $282, 1 purch., 1.20 ROAS · ROAS goal: $291, 2 purch., 2.21 ROAS

Why it is performing this way

3 purchases at 1.71 ROAS on $573, above the account rate, with the highest outbound CTR in the top ten at 2.88%.
Hook rate of 49.1% is above the 40.3% account baseline, then retention falls fast: 20% at the quarter mark against 45%. The first ten seconds are doing the selling; the origin story after that is being skipped, and it still converts.
Founder framing returned 1.71 this week, and this is the account's only funded expression of it.

Suggested iteration

Serious GolfersImprove Stroke MechanicsFounderUGCVideoNo Offer

Full ad name, placement and copy

Video retention curve

Hook rate

49.1%

acct 40.3%

Held to 25%

20%

acct 45%

Held to 50%

13%

acct 33%

Held to 75%

10%

acct 25%

Finished

acct 18%

3s plays

7,078

of 14,420 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

↗ Homepage destination

STATIC · still

#6In market 2025-10-13Stupid Good Roll

A product-image static with the headline "Putting is all about Roll." and primary text "Stupid Good Roll". Headline framing on the Better Ball Roll angle, pointed at the homepage. Running since October 2025.

Spend

$405

6.9% of tracked creative spend

ROAS

0.76

acct 0.98

Acquisition cost

$405.06

acct $309.28

Outbound CTR

2.13%

acct 2.11%

AOV

$308.00

acct $303.04

Landing page to cart

4.6%

acct 3.9%

Same creative, both campaigns · Cost cap: $145, 1 purch., 2.12 ROAS · ROAS goal: $260, 0 purch., 0.00 ROAS

Why it is performing this way

1 purchase on $405 (0.76) with a 2.13% outbound CTR and 18 adds to cart, the second most carts of any creative this week.
Landing page to cart is 4.6%, above the account rate; the carts are arriving and not closing, which means this creative is filling the pool the consolidated campaign re-serves to rather than sitting in the loss column.
One purchase is far too small a base for a verdict on a creative that has run for ten months.

Suggested iteration

Hold and monitor. If the cart-heavy, order-light pattern repeats next week, keep it as a top-of-funnel feeder and read it on carts, not on last-click ROAS alone.

Serious GolfersBetter Ball RollHeadlineProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Stupid Good - Copy Cost cap campaign and ROAS goal campaign · http://www.spoilergolf.com/ Primary text: Stupid Good Roll Headline: Putting is all about Roll.

▶

▶ Watch on Facebook

VIDEO · 13s

#7In market 2026-08-03Most putters mask your mistakes. (No primary text; Feedback Over Forgiveness angle per Motion, no spoken transcript available.)

A 13-second UGC-style clip on the Feedback Over Forgiveness idea: most putters hide a bad strike, Spoiler shows it. No primary text; the video carries the message.

Spend

$267

4.5% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

1.87%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

1.4%

acct 3.9%

Same creative, both campaigns · Cost cap: not running · ROAS goal: $267, 0 purch., 0.00 ROAS

Why it is performing this way

$267 of delivery, all of it in the ROAS goal campaign, no purchases and 1 add to cart.
Hook rate 37.5% against 40.3%, finish 14% against 18% on a short clip; outbound CTR 1.87% against 2.11%. Attention is average and it is not turning into site visits that add to cart (1.4% page to cart).
The message is the founder's core differentiator. This execution did not land this week; the idea itself has not had a real test at this spend.

Suggested iteration

Monitor one more week. Then rebuild the claim as a demonstration rather than b-roll: a conventional putter and the Spoiler striking the same putt in slow motion, with the skid visible on one and not the other. That is the Feedback Over Forgiveness idea shown, not stated.

Serious GolfersFeedback Over ForgivenessCinematic B-RollUGCVideoNo Offer

Full ad name, placement and copy

Mask Mistakes - Copy ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: (no primary text on this ad)

Video retention curve

Hook rate

37.5%

acct 40.3%

Held to 25%

35%

acct 45%

Held to 50%

26%

acct 33%

Held to 75%

22%

acct 25%

Finished

14%

acct 18%

3s plays

1,587

of 4,231 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

STATIC · still

#8In market 2026-08-25Spoiler gives you something most putters don't: honest feedback.

Spend

$265

4.5% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

1.39%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

4.9%

acct 3.9%

Same creative, both campaigns · Cost cap: $181, 0 purch., 0.00 ROAS · ROAS goal: $84, 0 purch., 0.00 ROAS

Why it is performing this way

$265 across both campaigns, 3 adds to cart, no purchases yet, in its first six days inside CBO learning.
Outbound CTR 1.39% against 2.11% account-wide; landing page to cart 4.9%, above the account rate. Fewer people click, but those who do behave like buyers.
Both CBO campaigns funded the homepage version over the product-page version and V1 over V2, which is early evidence about landing path and headline, not about the concept.

Suggested iteration

Serious GolfersLess PuttsHeadline;StatisticProduct Image with TextStaticNo Offer

Full ad name, placement and copy

▶

▶ Watch on Facebook

VIDEO · 32s

#9In market 2026-08-10What if there was a putter that rolled the ball better than your putter?

A 32-second UGC talking clip built on a curiosity open ("what if there was a putter that rolled the ball better than your putter?"). No primary text. Running since 10 August.

Spend

$242

4.1% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

2.64%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

2.3%

acct 3.9%

Same creative, both campaigns · Cost cap: $129, 0 purch., 0.00 ROAS · ROAS goal: $114, 0 purch., 0.00 ROAS

Why it is performing this way

The best hook in the account (50.3% hook rate against 40.3%) and the steepest fall after it: 21% still watching at the quarter mark, 5% at the end.
$242 of spend, 2 adds to cart, no purchases, despite a 2.64% outbound CTR that beats the account rate.
The question earns the stop; the answer on screen is a person talking, not a ball rolling, and viewers leave before the payoff.

Suggested iteration

Keep the first three seconds exactly as they are and replace everything after with the slow-motion roll footage and the award line. Hook from this ad, body from Roll: the highest-probability recut in the account.

Serious GolfersBetter Ball RollYapperUGCVideoNo Offer

Full ad name, placement and copy

What is there was a putter? - Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: (no primary text on this ad)

Video retention curve

Hook rate

50.3%

acct 40.3%

Held to 25%

21%

acct 45%

Held to 50%

12%

acct 33%

Held to 75%

acct 25%

Finished

acct 18%

3s plays

1,866

of 3,713 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

▶

▶ Watch on Facebook

VIDEO · 48s

#10In market 2026-03-17Let me introduce you to Spoiler Golf. This is a brand that's designed a putter that Rick Shields tested and said was the best putter he tested in 2025.

A 48-second third-party review clip: golf reviewer Gary Martin testing the putter unpaid, opening on the Rick Shiels "best putter I tested in 2025" line. Primary text makes the independence explicit.

Spend

$136

2.3% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

2.64%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

11.1%

acct 3.9%

Same creative, both campaigns · Cost cap: $136, 0 purch., 0.00 ROAS · ROAS goal: not running

Why it is performing this way

Lightly funded at $136, all in the cost cap campaign, with 4 adds to cart and no purchases yet.
Landing page to cart of 11.1% is the highest of any creative in the top ten, against 3.9% account-wide. The few people it sends behave like buyers.
Hook rate 34.1% and 8% finish are below the account baseline; the 47-second review asks a lot of a cold viewer.

Suggested iteration

Monitor whether it earns more budget now that Review is the account's strongest format. Cut a 15-second version that opens on his verdict rather than his introduction, and a static pull-quote card from the same review to run alongside the testimonial statics.

Serious GolfersBest PutterCinematic B-Roll;Expert ExplainerUGCVideoNo Offer

Full ad name, placement and copy

Gary Martin Review - Copy Cost cap campaign · no link URL recorded on the ad in Motion Primary text: Gary Martin Golf reviewed our Spoiler OG on his own. No payment. No ask. No script. He picked it up, tested it, and told the truth. We’re just making sure more people see it. Headline: Best Putter 2025. Try it and find out why.

Video retention curve

Hook rate

34.1%

acct 40.3%

Held to 25%

16%

acct 45%

Held to 50%

11%

acct 33%

Held to 75%

10%

acct 25%

Finished

acct 18%

3s plays

517

of 1,514 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

← 03 · Creative supply 05 · Watch list →

05 · Watch list

The five weakest funded creatives, and the test that explains the campaign gap

Minimum $240 of spend, ranked by ROAS from the bottom, with the 25 August launches excluded until they have a full week. These are watch items rather than decisions: every one of them sits on two purchases or fewer, which is not enough volume to call a trend from a single week.

The bid-strategy test, like for like

The same creative, same copy and same destination, running in both campaigns. Creatives with at least $50 in each. This is the cleanest comparison the account offers this week.

Creative	Cost cap spend	Purch.	ROAS	CPM	ROAS goal spend	Purch.	ROAS	CPM
Best Putter 3	$646	1	0.51	$29.24	$535	1	0.58	$49.28
Roll	$503	2	1.26	$29.04	$360	0	0.00	$45.34
Best Putter 2025	$265	1	1.27	$31.65	$474	2	1.26	$42.75
Best. Testimonial \| Low High	$382	4	3.52	$23.27	$210	1	1.46	$36.05
Existing \| Lead Edge Roll Explainer	$282	1	1.20	$28.27	$291	2	2.21	$65.47
Stupid Good	$145	1	2.12	$18.15	$260	0	0.00	$21.40
08/25/2026_15 Handicap 3 Putt Stats V1_HP	$181	0	0.00	$47.77	$84	0	0.00	$57.96
What is there was a putter?	$129	0	0.00	$60.83	$114	0	0.00	$70.94

At creative level the ROAS result is noisier than the campaign totals: cost cap ahead on 3, ROAS goal ahead on 2, level on 3. Where the test is consistent is price: the cost cap campaign bought cheaper impressions on 8 of the 8 pairs. The campaign-level gap (1.26 against 0.67) is real, but on 19 purchases it comes from a few creatives converting under one strategy and not the other rather than from a uniform effect. That is exactly why consolidation is the right move: one campaign, all the creatives, one cost control, and the CPM advantage applied to the whole budget rather than half of it.

Destinations, across every creative

Creative-level Meta figures grouped by the link URL recorded on each ad. Ads without a recorded link URL are grouped separately; we will confirm their destinations in Ads Manager this week.

Destination	Spend	Ads	Purch.	Page views	Page to cart	Acq. cost	ROAS
No link URL recorded on the ad	$3,043	21	12	1,555	3.5%	$253.57	1.27
Homepage	$1,944	15	5	1,370	4.1%	$388.87	0.64
Spoiler OG Putter product page	$885	6	2	288	4.5%	$442.45	0.72

The homepage took $1,944 of spend at 0.64; the product page $885 at 0.72 with a better page-to-cart rate (4.5% against 4.1%). Neither destination names a persona or leads with the proof that is closing best (the award and the reviews). The listicle-style page test in the September plan starts from that gap.

▶

▶ Watch on Facebook

VIDEO · 13s

MONITORIn market 2026-08-03Most putters mask your mistakes. (No primary text; Feedback Over Forgiveness angle per Motion, no spoken transcript available.)

A 13-second UGC-style clip on the Feedback Over Forgiveness idea: most putters hide a bad strike, Spoiler shows it. No primary text; the video carries the message.

Spend

$267

4.5% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

1.87%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

1.4%

acct 3.9%

Same creative, both campaigns · Cost cap: not running · ROAS goal: $267, 0 purch., 0.00 ROAS

Why it is performing this way

$267 of delivery, all of it in the ROAS goal campaign, no purchases and 1 add to cart.
Hook rate 37.5% against 40.3%, finish 14% against 18% on a short clip; outbound CTR 1.87% against 2.11%. Attention is average and it is not turning into site visits that add to cart (1.4% page to cart).
The message is the founder's core differentiator. This execution did not land this week; the idea itself has not had a real test at this spend.

Suggested iteration

Serious GolfersFeedback Over ForgivenessCinematic B-RollUGCVideoNo Offer

Full ad name, placement and copy

Mask Mistakes - Copy ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: (no primary text on this ad)

Video retention curve

Hook rate

37.5%

acct 40.3%

Held to 25%

35%

acct 45%

Held to 50%

26%

acct 33%

Held to 75%

22%

acct 25%

Finished

14%

acct 18%

3s plays

1,587

of 4,231 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

▶

▶ Watch on Facebook

VIDEO · 32s

MONITORIn market 2026-08-10What if there was a putter that rolled the ball better than your putter?

A 32-second UGC talking clip built on a curiosity open ("what if there was a putter that rolled the ball better than your putter?"). No primary text. Running since 10 August.

Spend

$242

4.1% of tracked creative spend

ROAS

0.00

acct 0.98

Acquisition cost

—

acct $309.28

Outbound CTR

2.64%

acct 2.11%

AOV

—

acct $303.04

Landing page to cart

2.3%

acct 3.9%

Same creative, both campaigns · Cost cap: $129, 0 purch., 0.00 ROAS · ROAS goal: $114, 0 purch., 0.00 ROAS

Why it is performing this way

The best hook in the account (50.3% hook rate against 40.3%) and the steepest fall after it: 21% still watching at the quarter mark, 5% at the end.
$242 of spend, 2 adds to cart, no purchases, despite a 2.64% outbound CTR that beats the account rate.
The question earns the stop; the answer on screen is a person talking, not a ball rolling, and viewers leave before the payoff.

Suggested iteration

Serious GolfersBetter Ball RollYapperUGCVideoNo Offer

Full ad name, placement and copy

What is there was a putter? - Copy Cost cap campaign and ROAS goal campaign · no link URL recorded on the ad in Motion Primary text: (no primary text on this ad)

Video retention curve

Hook rate

50.3%

acct 40.3%

Held to 25%

21%

acct 45%

Held to 50%

12%

acct 33%

Held to 75%

acct 25%

Finished

acct 18%

3s plays

1,866

of 3,713 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

↗ Homepage destination

STATIC · still

MONITORIn market 2026-02-24Best Putter 2025.

A product-image static: the OG putter on green with the "Best Putter 2025" award line, headline "Let's Roll." Tagged Best Putter angle, Headline and Press framing.

Spend

$1,181

20.1% of tracked creative spend

ROAS

0.54

acct 0.98

Acquisition cost

$590.73

acct $309.28

Outbound CTR

2.82%

acct 2.11%

AOV

$318.00

acct $303.04

Landing page to cart

3.5%

acct 3.9%

Same creative, both campaigns · Cost cap: $646, 1 purch., 0.51 ROAS · ROAS goal: $535, 1 purch., 0.58 ROAS

Why it is performing this way

The account's largest line of spend at $1,181 and the second-highest outbound CTR in the top ten at 2.82%, which is why both CBO campaigns keep funding it.
2 purchases behind $1,181 is the weakest funded return in the account this week (0.54). Landing page to cart is 3.5% against 3.9% account-wide, so the drop-off is on the page, not in the feed.
Two purchases is not a verdict on an asset that has run since February; it is a week to watch.

Suggested iteration

Serious GolfersBest PutterHeadline;PressProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Best Putter 3 - Copy Cost cap campaign and ROAS goal campaign · http://www.spoilergolf.com/ Primary text: Best Putter 2025. Headline: Let's Roll.

▶

▶ Watch on Facebook

↗ Product page destination

VIDEO · short loop

MONITORIn market 2026-08-23Let It Roll // Spoiler OG

Spend

$863

14.7% of tracked creative spend

ROAS

0.74

acct 0.98

Acquisition cost

$431.64

acct $309.28

Outbound CTR

1.20%

acct 2.11%

AOV

$318.00

acct $303.04

Landing page to cart

4.5%

acct 3.9%

Same creative, both campaigns · Cost cap: $503, 2 purch., 1.26 ROAS · ROAS goal: $360, 0 purch., 0.00 ROAS

Why it is performing this way

$863 of spend, 2 purchases, 0.74 ROAS. The retention numbers look exceptional (36% finish against 18%), but the clip is only a couple of seconds long, so completion says little; treat the curve as not comparable.
Outbound CTR of 1.20% is the lowest of the top five spenders, against 2.11% account-wide. Viewers see the roll and are not asked to do anything with it.
The split between campaigns is stark: 2 purchases at 1.26 in the cost cap campaign, none on $360 in the ROAS goal campaign.

Suggested iteration

Serious GolfersBetter Ball RollDemoHigh ProductionVideoNo Offer

Full ad name, placement and copy

Roll - Copy Cost cap campaign and ROAS goal campaign · https://spoilergolf.com/products/spoiler-og-putter Primary text: Let It Roll // Spoiler OG

Video retention curve

Hook rate

36.8%

acct 40.3%

Held to 25%

84%

acct 45%

Held to 50%

64%

acct 33%

Held to 75%

49%

acct 25%

Finished

36%

acct 18%

3s plays

9,295

of 25,267 impr.

this creativeaccount video baselineshare of 3-second viewers still watching

↗ Homepage destination

STATIC · still

MONITORIn market 2025-10-13Stupid Good Roll

Spend

$405

6.9% of tracked creative spend

ROAS

0.76

acct 0.98

Acquisition cost

$405.06

acct $309.28

Outbound CTR

2.13%

acct 2.11%

AOV

$308.00

acct $303.04

Landing page to cart

4.6%

acct 3.9%

Same creative, both campaigns · Cost cap: $145, 1 purch., 2.12 ROAS · ROAS goal: $260, 0 purch., 0.00 ROAS

Why it is performing this way

1 purchase on $405 (0.76) with a 2.13% outbound CTR and 18 adds to cart, the second most carts of any creative this week.
Landing page to cart is 4.6%, above the account rate; the carts are arriving and not closing, which means this creative is filling the pool the consolidated campaign re-serves to rather than sitting in the loss column.
One purchase is far too small a base for a verdict on a creative that has run for ten months.

Suggested iteration

Hold and monitor. If the cart-heavy, order-light pattern repeats next week, keep it as a top-of-funnel feeder and read it on carts, not on last-click ROAS alone.

Serious GolfersBetter Ball RollHeadlineProduct Image with TextStaticNo Offer

Full ad name, placement and copy

Stupid Good - Copy Cost cap campaign and ROAS goal campaign · http://www.spoilergolf.com/ Primary text: Stupid Good Roll Headline: Putting is all about Roll.

← 04 · Top 10 by spend 06 · What we do next →

06 · What we do next

Six moves, ordered by expected impact

The through-line is supply: front-load September with fresh creative inside one consolidated campaign, and let the structure do the targeting. Each card names its source and its trigger. Nothing here is a verdict drawn from a single week, and where a read rests on a handful of purchases it says so.

1. Front-load September: execute the Creative Demand Model with as many fresh ads as we can ship in the first two weeks

Motion · 62% of spend still on creative from July or earlier; Demo 0.74 on one two-second clip; Review 2.79, Founder 1.71

The account is short of supply, not short of a winning idea. Twelve new ads entered in the last ten days and the two real launches out-earned the library; the other 62% of spend still sits on creative from July or earlier. The Creative Demand Model sets 60 launched ads for September, 77% above the bottom of the funnel and 57% demonstration. The plan is to hit that number early rather than spread it across the month, so the consolidated campaign has a deep bench to allocate across while CPMs settle, and so the September shoot window (the founder's best month for weather and schedule) is used in the first half, not the last.

Ship the first batch this week from what already exists: two shorter cuts of the founder explainer, the what-if hook recut onto the Roll footage, three to four testimonial and review statics (Gary Martin pull-quote, Steve Johnston, two written reviews), and fresh award statics in new visual treatments
Shoot the demonstration set in week one of September: side-by-side slow-motion roll against a conventional putter (15 to 20 seconds), the three-putt stat into the roll, and the Feedback Over Forgiveness comparison shown rather than stated
Land the second batch by mid-month so at least 30 of the 60 are live by 15 September, with the balance in the second half
Launch every ad into the consolidated campaign, tagged by persona, awareness stage and format at launch so tab 03 reads by persona next month

Batch one this week; shoot week one; 30 live by 15 September.

2. Consolidate the ROAS goal campaign into the cost cap campaign

Meta · cost cap 1.26 ROAS and $259 CAC against 0.67 and $395

The condition set on 25 August ("if the ROAS goal campaign does not improve by the end of the week, cut it and consolidate") has been met. It improved from zero to 0.67 and still trails on ROAS, acquisition cost and CPM. At creative level the result is mixed, which argues for one campaign carrying every creative rather than two half-budgets, and one home for the September volume.

Move the ROAS goal campaign's ads into the cost cap campaign and pause the ROAS goal campaign, keeping every creative live
Hold the cost cap at $180 and the daily budget at $500 plus the ROAS goal campaign's share, so the consolidated campaign exits learning on the full budget
Expect two to three days of re-learning and read nothing before Thursday

This week, Tuesday, ahead of batch one.

3. Close the cart pool with creative, not with a retargeting campaign

Meta pixel · 105 carts and 52 started checkouts unconverted in seven days

Adds to cart held at 124 while cart to order eased from 24.2% to 15.3%. At a $303 order value that pool is the cheapest revenue available. We do not run standalone retargeting campaigns: the consolidated structure already re-serves to people who carted and checked out, and Meta does that allocation better than a manual audience would. What the structure lacks is creative built to close that person, and Klaviyo access is still outstanding on the owned side.

Include closing creative in batch one: review and testimonial statics, an objection-handling cut (price, "will it suit my stroke", the guarantee) and a proof static that leads with the award, all launched into the consolidated campaign so Meta serves them to the cart and checkout audiences on its own
Get Klaviyo access this week and audit the abandoned-cart and browse-abandon flows before building anything new
Read the result on cart-to-order rate next week, not on ROAS

Batch one this week; Klaviyo as soon as access lands.

4. Give the 25 August batch its full week, then convert the concept to video

Meta · $293 of delivery, 3 carts, no purchase, 4.8% page to cart

CBO funded the V1 homepage variant and starved the rest, which is a read on headline and destination, not on the concept. The people who did click behaved like buyers.

No changes to the batch before Friday
Carry the three-putt statistic into the demonstration shoot above regardless of the static's result
From batch one onward, launch new concepts with enough volume behind them that learning does not depend on CBO's early allocation to a single variant

Read Friday, reported next week.

5. Test a proof-led landing page against the homepage

Meta · homepage 0.64 on $1,944; product page 0.72 with better page-to-cart

Neither destination leads with the proof that is closing (the Rick Shiels award, the reviews) or names the persona the ad spoke to. The award static's weak page-to-cart on the homepage is the clearest symptom.

Build one listicle-style page: the award, three reviews, the roll comparison, one CTA
Run it against the homepage behind the two award statics, same creative and copy, so the page is the only variable
Confirm the destinations of the ads with no recorded link URL in Ads Manager while setting this up

Build this week, live next week.

6. Close out the access list so the second channel can start

Onboarding · Google Ads, Merchant Center, GA4, feed tool and Klaviyo outstanding

Meta is the whole of paid this week. The Google build is being done from scratch and cannot start until the accounts are shared; every week it waits is a week of brand and shopping demand left to organic.

Google Ads admin, Merchant Center admin, GA4 and feed-tool access to the addresses already sent
Klaviyo access for the cart-pool work above
Shopify plan limit on collaborator seats: resolve or share via a staff account

This week.

Last week's calls, marked

Carried forward from the 25 August update in Slack and scored honestly, including the one that was only half right.

Confirmed "Cost cap bidding is more effective for us right now." (25 Aug)

A full week agrees at campaign level: 1.26 against 0.67 ROAS, $259 against $395 acquisition cost, cheaper CPMs. Creative-level pairs are mixed, which is noted honestly in tab 05.

Paid off Pushed the cost cap campaign to $500 a day to drive through learning. (25 Aug)

It took $3,106 of the week, the larger share, and produced the account's best campaign numbers.

Act this week "If the ROAS goal campaign does not improve by end of week, we cut it and consolidate." (25 Aug)

It improved from zero to 0.67 and still trails on every measure. The condition is met; consolidation is move 1 above.

Half right "A 2.43 ROAS on 7dc-1dev is a big move in the right direction." (25 Aug, on the launch day of the new ads)

The account closed 25 August at 1.60, the best day of the new structure, and the six days after it averaged 0.80. One day was read as a trend; this report reads weeks.

Too early New 25 August batch set live on both campaigns.

$293 of delivery and 3 carts so far. CBO is feeding it slowly; it gets its full week before a read.

This week's calls, logged

Scored, hits and misses, in next week's edition.

Call	Status
Front-load September: execute the Creative Demand Model with as many fresh ads as we can ship in the first two weeks	Logged this week · scored next report
Consolidate the ROAS goal campaign into the cost cap campaign	Logged this week · scored next report
Close the cart pool with creative, not with a retargeting campaign	Logged this week · scored next report
Give the 25 August batch its full week, then convert the concept to video	Logged this week · scored next report
Test a proof-led landing page against the homepage	Logged this week · scored next report
Close out the access list so the second channel can start	Logged this week · scored next report

← 05 · Watch list