Findings

A 4-angle cold-traffic test ran A$186 in combined spend across angles that each cleared 4-10% CTR, with no purchases recorded.

An 'identity' ad-copy dimension test: curiosity framing hit 8.92% CTR vs 7.65% for problem framing, zero purchases either way.

Short-copy ads hit 8.39% CTR vs 8.04% for medium-length copy in a cold-traffic test; zero purchases recorded in either group.

4 AI-generated image styles tested on cold traffic ranged from 4.33% to 12.87% CTR; none produced a single recorded purchase.

One avatar converted at A$41.65 a sale against A$93.44 and A$84.55 for others, in a 7-segment Facebook ad test on a real book funnel.

Product-aware buyers cost A$63.53 a sale, problem-aware A$69.74, in a 5-stage awareness ladder test on a real book funnel.

Desk-variant book cover photos drew 3.51% CTR vs 1.58% for the plain cover shot, but the plain shot produced the only sale.

A 12-cover Facebook ad test: the top-CTR cover drew 10,908 impressions and 219 landing page views with zero recorded purchases.

Deliberately rough 'ugly' creative hit A$38.67 per purchase against A$59.95 for meme-format ads, in a book funnel creative-format test.

Two cold-traffic ad hooks ('stuck' and 'failed') drew 8%+ CTR on real spend, with zero purchases recorded against either.

Three overlapping ad-coding axes (hook-level, outcome, offer) each cleared 5-7.61% CTR on real spend, with zero purchases recorded against any of them.