Plain-English rules for whoever owns the ad account. One idea: let the audience pick the winners, then feed the winners.
One blanket number hides the winners. A teaching video earns watch time; a proof video earns better leads.
| Video | Judge it on |
|---|---|
| Video 1 — Local Owner Intro + Free Window Estimate Offer | Cost per booked local estimate (lead form / call). |
| Video 2 — 5 Worn-Out Window Warning Signs Checklist | Hook-through / 3-second retention -> click-through to estimate page (judged on stopping the scroll and earning the click). |
| Video 3 — Summer Heat Timing — Stop Paying to Cool the Street | Click-through rate during the target season window (and share of bookings tagged to the seasonal campaign). |
| Video 4 — Drafty, Foggy Windows to Bright and New — One Real Job | Thumb-stop + watch-through to the 'after' -> estimate bookings (judged on completed transformation views converting to leads). |
| Video 5 — On a Real Window Job — 3 Things Homeowners Never Check | Average watch time / video completion (judged on holding attention and building authority), with estimate bookings as the downstream signal. |
| Video 6 — Our Documented Window Install Standard | Lead quality / booked-to-quote rate (judged on producing comparison-ready homeowners who convert, not just raw clicks). |
| Video 7 — Customer Outcome — TEMPLATE (capture a real one, never invent) | Conversion rate to booked estimate (bottom-funnel; judged on closing, not stopping the scroll). |
The ad name is the record. Never rename a live ad — make a new dated name for a new variant.
| Pattern | {trade}-{video}-{variant}-{launch date} |
| Example | window-replacement-video2-hookA-20260721 |
| Rule | Keep the video number in every name so results roll up by video automatically. The date is the launch date, not the edit date. |
All seven videos get the same small daily budget — the smallest amount that still buys a readable sample. Same audience, same area, one campaign. Don’t touch anything while it learns. Confirm real budgets with whoever owns the ad account before any spend.
Pause the clear losers only after they’ve spent enough for a fair read. Move their budget to the top 2–3. Change one thing at a time inside a winner (new hook first), with a fresh dated name.
Move proven videos into their own campaign. Raise budget in small, steady steps — big jumps reset the platform’s learning. Re-cut the seasonal video for the next season; swap Video 7 to a real, permissioned customer as soon as you have one.
Results only roll up if every link out of every ad keeps the full tag set. If a link shortener drops a tag, fix it before launch.
| Required tags | niche · lane · asset · resource · utm_source · utm_medium · utm_campaign · utm_content |
| Example | https://demo.stpierre.ai/?niche=window-replacement&lane=video2&asset=hookA&resource=demo&utm_source=meta&utm_medium=paid_social&utm_campaign=blueprint&utm_content=window-replacement-video2-hookA-20260721 |
| Rules | No homeowner or personal data in any link — campaign tags only. Keep utm_content identical to the ad name so click data and ad data reconcile. Check every tag survives every redirect before turning an ad on. |