Challenge
A Polish law firm recovers overpaid interest on euro mortgages signed before 2011. Free analysis, you pay only if you win. Poland is full of claims firms cold-calling about exactly this, so the honest pitch sounds like every scam this audience has already hung up on.
Solution
I ranked seven angles and shot three.
The living-room ad is a guy on a phone camera, yellow captions. He opens by saying a euro mortgage might be void, then admits it sounded like every scam call he had ignored. Mid-ad he slowly scrolls an article about Marek from Wrocław, charged 67,240 zł more than the contract allowed. It looks like a friend forwarded it. 26 seconds. The confusion open beat a 15-year grievance open by 34% on cost per lead.
Four faces in 19 seconds, never sitting still, talking about 3,000 zł instalments. Best CTR, cheapest lead, worst thing in the campaign.
The desk ad is a man with a podcast mic and printed pages, 28 seconds, no burned-in captions. I nearly killed it in week three. The hook that survived named the rule in the first three seconds: euro loan, before 2011.
The rest died. Urgency, on paper. The 80,000 zł money shot, Meta rejected twice. Neighbours over a fence, seven seconds before the offer. A lawyer in a suit reading the desk script, 0.71% CTR. Hands opening a 2008 envelope, 11% three-second hold against a 38% average, no face in frame one.
Results
Nine weeks, 58,400 zł, Facebook and Instagram. 762 leads at 76 zł, 1.83% CTR.
- Living room: 24,100 zł, 2.41% CTR, 71 zł a lead, 61% qualified, 116 zł per qualified lead.
- Four faces: 8,900 zł, 58 zł a lead, 22% qualified, 264 zł per qualified lead. Cut in week four.
- Desk: 13,400 zł, 1.29% CTR, 96 zł a lead, 78% qualified, 123 zł per qualified lead.
- Cut concepts: 12,000 zł at 92 zł a lead.
Every lead gets a qualification call. Euro, signed before 2011, residential. The four-face script describes nearly every mortgage holder in Poland, so złoty borrowers filled in the form. Real people, none of them eligible.
Cost per lead would have scaled the four-face ad. Qualification killed it in week four.