The three ads for the next concept test
Live: campaign 120250071561230611, now $133.33/day across four cells at $33.33 each — three one-ad concept cells plus a fourth holding the two apology/side-effects executions. Every frame carries the whole
funnel — pain, solution, offer, proof — the way the winner and V1S already do. What differs between them is
which pain leads, not which beats are present. Tap any image for the full-resolution master. Figures below are today only, Meta-reported, and the cells are hours old — at this volume they show whether an ad delivers and gets clicked, nothing more.
The architecture to match — V1S, graduated to scale 2026-09-21
“I Thought Pheromones Were Bullsh*t.”
$104.90 spend · 5 purchases · $20.98 CPA · 2.54 ROAS (Meta, lifetime). Best CPA in the account and the only ad that changed the argument rather than the wording. Now running in its own $25/day scale ad set on the same post ID. Shopify confirmation of the five still pending before any step-up.
Objection hook — “I thought pheromones were bullsh*t.”
Outcome — “Then she asked what I was wearing. Then she asked me home.”
Proof — ★ 4.8 · 12,400+ verified reviews
Offer — 78% off, today only · CTA pill
Price + risk — 3 bottles + a free roll-on for $75 · 60-day guarantee
GR13 · cell 1
“A shelf full of cologne. Not one of them got me laid.”
Leads with: the failed alternative
- The argument
- Everything he already owns has already failed him. His own confession, not an insult aimed at him — and the photograph argues it: one red bottle in a shelf of black and gold.
- Stack
- Pain → “Then I tried one with real pheromones.” → 78% off → proof. The solution line was added today; without it the ad stated the problem and jumped to the discount.
- Still missing
- $75 bundle line · 60-day guarantee on the plate (the primary text carries both)
| spend | $6.78 |
| impressions | 147 |
| clicks / CTR | 5 · 3.40% |
| landing-page views | 1 |
| add-to-carts | 1 |
| purchases | 1 |
First sale of any new concept, and the fastest first sale we have had. One order is not a verdict — the 5.88 ROAS it implies is an artifact of tiny spend.
GR04 · cell 2
“You have never once been the one she remembers.”
Leads with: forgettability
- The argument
- Not sex — memory. Being the man nobody recalls the next morning. The only master in a calm register: serif, editorial flat-lay, no shouting.
- Why it earns a cell
- It tests the account's biggest unanswered question — whether RAW can sell without volume. Every ad we have ever run shouts.
- Stack
- Pain → “Pheromone-infused, not just fragrance.” → 78% off → proof.
- Still missing
- $75 bundle line · 60-day guarantee on the plate (the primary text carries both)
| spend | $7.02 |
| impressions | 128 |
| clicks / CTR | 5 · 3.91% |
| landing-page views | 3 |
| add-to-carts | 2 |
| purchases | 0 |
Highest CTR of the three and the only one with add-to-carts. Getting attention and interest, no order yet.
GR05 · cell 3
“TOO EXPENSIVE?”
Leads with: the price objection
- The argument
- Price handled as an objection rather than shouted as a discount: “Real pheromones are expensive. That is the entire reason it works.” The cost becomes the proof of the mechanism.
- Why it earns a cell
- V1S says this account's second argument lives in objection-handling, not in more bravado. This is the same move aimed at money instead of disbelief.
- Stack
- Objection → mechanism → 78% off → proof.
- Still missing
- $75 bundle line · 60-day guarantee on the plate (the primary text carries both)
| spend | $4.96 |
| impressions | 126 |
| clicks / CTR | 4 · 3.17% |
| landing-page views | 2 |
| add-to-carts | 0 |
| purchases | 0 |
Delivering and clicking, nothing past the landing page yet. Slowest of the three so far.
GR14 + GR06 · cell 4 — added 2026-09-21 evening
“We should have warned you.” · “We're sorry.”
Leads with: the side effect, as a warning
- The argument
- “Side effects include her hands on your collar, a 2am text, and a morning in somebody else's apartment.” The outcome claim arrives as an apology instead of a boast — the only humour in the account.
- Why one cell, two ads
- These are two executions of the same device, not two concepts. Giving each its own $33 cell would spend $66 to A/B a headline. One cell tests whether the device works; Meta can pick between the two wordings inside it.
- Honest caveat
- The underlying argument is still the winner's — she reacts. This is a new wrapper, not a new reason to buy. Judge it against GR13/GR04/GR05, which change the reason.
- Already in the account
- LETTER-SORRY is the same device, live in the 45-64 cell on $1.71 lifetime — starved, never judged.
GR06 “We're Sorry.” — see the second execution
Alternates, in order: GR15 — same plate as GR13, solution line reads “The red one did.” Worth an A/B
only once GR13 has earned a second cell. · GR14 “We should have warned you.” — the apology/side-effects device;
new wrapper, but the argument is still the winner's. · GR03 “You've been the friend all summer.” — dropped
because the line decays within weeks.
Left out: GR02, GR09, GR10, GR12 re-execute the winner's family · GR07, GR08 are naked offer · GR11 duplicates
the skepticism argument V1S is already proving · GR01 is a spec line with no tension.
Challenger queue — for the first cell the test frees (a cell hits the $70-with-zero kill line in about two days at $33/day): 1. GR14 "We should have warned you." — new device · 2. V3P "Cologne Never Got Anyone Laid." — paused in the closed Sept-18 test at $4.93, never evaluated, recoverable in minutes · 3. GR15 — one-line A/B of GR13. New argument beats new execution, so GR14 goes first.
Alongside this test: winner cells untouched (frequency 1.33, no fatigue) · V1S graduated to its own $25/day set on the winner's post ID · V4P killed at $71.42 · V3P queued · Sept-18 campaign closed · 45-64 winner cell stepped $30 → $38/day.
All fifteen masters: the full board.