Christmas Test 1: Fir, which kind of proof sells the "real Christmas tree" promise
Too early to callAd creativeAilis's Fir caption promises a candle that smells like a real tree. The question is what makes people believe it: a customer review on a still, a creator demonstrating the Starter Pack, a review shown in a real room, or a customer refilling from Holly to Fir.
The image or video only. Every ad carries the same caption (Fir 01, the tree promise), the same headlines and the same link. £300 a day for the ad set.
£300 spent on each version, or 14 days, whichever comes first. Not before.
Which kind of proof to film more of for Fir through December.
Cost per purchase, running total
Each day's line is the whole test so far, so it settles as the numbers grow
Spend per day
Shows whether every version is getting its share
Purchases, running total
The count behind the cost per purchase
Click-through rate, running total
The earliest signal: does the ad earn the click
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Review still | £175 | 65 | 0.96% | 4 | £43.83 | 6.15% | 1.52x |
| Creator Starter Pack demo | £45.29 | 15 | 1.46% | 0 | – | 0.00% | 0.00x |
| Review shown in a room | £131 | 34 | 1.16% | 1 | £131 | 2.94% | 0.56x |
| Customer refill, Holly to Fir | £48.13 | 11 | 0.76% | 1 | £48.13 | 9.09% | 1.01x |
Day-by-day figures
| Day | Review still spend · clicks · purchases | Creator Starter Pack demo spend · clicks · purchases | Review shown in a room spend · clicks · purchases | Customer refill, Holly to Fir spend · clicks · purchases |
|---|---|---|---|---|
| 21 Oct | £132 · 52 · 2 | £25.57 · 9 · 0 | £59.07 · 15 · 1 | £23.40 · 7 · 1 |
| 22 Oct | £43.38 · 13 · 2 | £19.72 · 6 · 0 | £71.74 · 19 · 0 | £24.73 · 4 · 0 |
| 23 Oct | £0 · 0 · 0 | £0 · 0 · 0 | £0 · 0 · 0 | £0 · 0 · 0 |
4 ads in 1 campaign. Figures are each ad's total since the test started. Open an ad to see the copy it runs.
Copy
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here
Copy
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here
Copy
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here
Copy
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here
All four Christmas tests run in one campaign (Christmas Creative Testing 2026), one ad set per test, same broad UK audience excluding past customers. Meta splits the budget between the ads inside each ad set, so an ad Meta will not spend on is a result too.
Spend, clicks and purchases are as reported by Meta for the ads in each test, from the test's start date to today, which is partial. Where versions share an ad set, Meta decides how much each one spends, so compare cost per purchase and purchases per click rather than totals. A test is only called once its rule is met; stopping early on a good week is how false winners get made.