Kova

Commerce

What we're testing

Pott Candles

23 October 2026

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Christmas Test 2: Fir, which message sells it

Too early to callAd creativeStarted 21 Oct

£458 spent across 4 versions in 2 days. Too early to call; verdict due around 30 Oct.

What we think

With the same Fir review still, a different reason to buy may land better: the artificial-tree angle, the cosy evening, or a gift for someone who loves Christmas.

What is different between the versions

The caption only. Same Fir review still, same headlines, same link. £225 a day for the ad set.

When we call it

£300 spent on each version, or 14 days, whichever comes first. Not before.

Progress to a verdict

23% · due around 30 Oct

What this will tell us

Which Fir message to carry into the rest of the Christmas ads.

Over time

Cost per purchase, running total

Each day's line is the whole test so far, so it settles as the numbers grow

Artificial tree (Fir 02)Cosy evening (Fir 04)Gift for a Christmas lover (Fir 05)Tree promise (Fir 01), from Test 1

Spend per day

Shows whether every version is getting its share

Artificial tree (Fir 02)Cosy evening (Fir 04)Gift for a Christmas lover (Fir 05)Tree promise (Fir 01), from Test 1

Purchases, running total

The count behind the cost per purchase

Artificial tree (Fir 02)Cosy evening (Fir 04)Gift for a Christmas lover (Fir 05)Tree promise (Fir 01), from Test 1

Click-through rate, running total

The earliest signal: does the ad earn the click

Artificial tree (Fir 02)Cosy evening (Fir 04)Gift for a Christmas lover (Fir 05)Tree promise (Fir 01), from Test 1

Versions

Version	Spent	Link clicks	CTR	Purchases	Cost per purchase	Purchases per click	ROAS
Artificial tree (Fir 02) Ad 1059	£84.96	29	1.08%	3	£28.32	10.34%	2.66x
Cosy evening (Fir 04) Ad 1060	£69.24	25	0.75%	2	£34.62	8.00%	2.20x
Gift for a Christmas lover (Fir 05) Ad 1061	£128	51	1.11%	2	£64.02	3.92%	1.82x
Tree promise (Fir 01), from Test 1 Ad 1055	£175	65	0.96%	4	£43.83	6.15%	1.52x

Read on: cost per purchase. Click-through rate is the early signal while purchase counts are small.

Day-by-day figures

Day	Artificial tree (Fir 02) spend · clicks · purchases	Cosy evening (Fir 04) spend · clicks · purchases	Gift for a Christmas lover (Fir 05) spend · clicks · purchases	Tree promise (Fir 01), from Test 1 spend · clicks · purchases
21 Oct	£8.94 · 2 · 0	£67.55 · 25 · 1	£91.70 · 32 · 2	£132 · 52 · 2
22 Oct	£76.02 · 27 · 3	£1.69 · 0 · 1	£36.33 · 19 · 0	£43.38 · 13 · 2
23 Oct	£0 · 0 · 0	£0 · 0 · 0	£0 · 0 · 0	£0 · 0 · 0

Where it runs

4 ads in 1 campaign. Figures are each ad's total since the test started. Open an ad to see the copy it runs.

CampaignCS | Sales | Cold | New Customers | Christmas Creative Testing 2026

Ad setTest 2 Fir Message - Broad - Exclude Customers£225 a dayLive

Ad 1061Live

Gift for a Christmas lover (Fir 05)

Image · Fir · T2 Fir 05 Gift For Christmas Lover

£128 spend2 purchases£64.02 per purchase1.11% CTR

Copy

TextFor the person who would put their Christmas tree up in October if they could. Give them Fir: our fresh, true-to-life Christmas-tree scent, paired with a beautiful handmade Pott. When the candle is finished, they can choose another refill. A little Christmas joy, with something to keep.

HeadlinesA little Christmas joy to keep
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here

Linkpottcandles.com/collections/the-christmas-collection

Open in Ads Manager →

Ad 1059Live

Artificial tree (Fir 02)

Image · Fir · T2 Fir 02 Artificial Tree

£84.96 spend3 purchases£28.32 per purchase1.08% CTR

Copy

TextAn artificial tree can look the part. Fir brings the scent. Fresh Siberian pine and eucalyptus make your home smell like Christmas - whether your tree is real, artificial or still waiting to go up. Discover Fir, our Christmas-tree scent.

HeadlinesFir, our Christmas-tree scent
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here

Linkpottcandles.com/collections/the-christmas-collection

Open in Ads Manager →

Ad 1060Live

Cosy evening (Fir 04)

Image · Fir · T2 Fir 04 Cosy Evening

£69.24 spend2 purchases£34.62 per purchase0.75% CTR

Copy

TextCurtains closed. Lights low. That lovely Christmas-tree scent drifting through the room. Fir is made for the evenings you've been looking forward to all year. A true-to-life blend of Siberian pine and eucalyptus, in handmade pottery you can keep and refill.

HeadlinesMade for the evenings you look forward to
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here

Linkpottcandles.com/collections/the-christmas-collection

Open in Ads Manager →

Ad setTest 1 Fir Proof - Broad - Exclude Customers£300 a dayLive

Ad 1055Live

Tree promise (Fir 01), from Test 1

Image · Fir · T1 Fir 01 Tree Promise

£175 spend4 purchases£43.83 per purchase0.96% CTR

Copy

Text"Smells just like a Christmas tree without the needle drop." That unmistakable scent of Christmas, whenever you light it. Fir blends Siberian pine and eucalyptus for a fresh, true-to-life Christmas-tree fragrance. Choose your handmade Pott, then keep it and refill it.

HeadlinesSmells just like a Christmas tree
A Pott you'll keep after Christmas
Our limited edition Christmas Potts are here

Linkpottcandles.com/collections/the-christmas-collection

Open in Ads Manager →

Notes

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. The tree promise caption on the same still runs in Test 1 (Ad 1055), in a different ad set, so it is shown here as a guide rather than a fair arm.

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.