By Ryan Richardson · Published 8 October 2026
Copy length was one of 4 dimensions (hook, angle, identity, length) tagged on ads in a single cold-traffic test matrix. Short and medium are the two length tags with enough spend and impressions to read.
A 'long' copy length tag had under A$20 spend and is too thin to include.
| Length | Ads | Spend | Impressions | CTR | Landing page views | Purchases |
|---|---|---|---|---|---|---|
| Short | 81 | A$110.01 | 19,143 | 8.39% | 802 | 0 |
| Medium | 40 | A$68.78 | 11,312 | 8.04% | 551 | 0 |
The CTR gap between short and medium is small (0.35 points) against a combined 121 ads, so this is closer to a tie than a clear winner. Both lengths drew roughly the same click-through-to-landing-page-view ratio and zero purchases, so the honest read is that copy length wasn't the thing holding sales back for this cold audience.
| Claim | Value | Source |
|---|---|---|
| Short copy spend/ads/impressions/CTR/LPV/purchases | A$110.01 / 81 / 19,143 / 8.39% / 802 / 0 | Sixty Steps ad account, Meta Ads data |
| Medium copy spend/ads/impressions/CTR/LPV/purchases | A$68.78 / 40 / 11,312 / 8.04% / 551 / 0 | Sixty Steps ad account, Meta Ads data |
| Combined impressions and ad count, short + medium copy | 30,455 impressions / 121 ads | Sixty Steps ad account, Meta Ads data |
| CTR gap, short vs medium copy | 0.35 percentage points (8.39% - 8.04%) | Sixty Steps ad account, Meta Ads data |