Two CTA variants for A/B test · rebuilt July 28, 2026
Variant A
Book a free call
57s · ends on “Book a free call / see if you qualify”
Variant B
Start your order online
57s · ends on “Start your order online / we handle the prescription”
What changed on July 28.
You caught two different women in the psoriasis ad. Both of these had the same
fault, so both were checked frame by frame and fixed.
Casting — shot 4 (the kitchen). She had long braids in an updo; every other shot has short cropped natural hair. Reshot as the same woman as the rest of the ad.
Black bars — shot 6 (the phone call). Veo had composed a shorter picture inside the 9:16 frame and filled the rest with black. The bars were in the file you were watching. Now cropped automatically.
Caption timing. You flagged that “safe” was hardly on screen in the eczema ad — it held for 0.26 seconds. Caption cards break at commas, which is normally right, but a list (“Safe, effective, convenient,”) is commas too, so each adjective became its own card. A list now gets one card. Every caption in all three ads was re-measured; the shortest is now 1.2s.
Casting — the last shot. Her hair was gathered into a low bun; every other shot is short cropped natural. Reshot to match.
Audio lead-in — all three ads. You were coming in on the second syllable. The first word landed about 0.6s in; it now lands at ~1.15s, with the music bed up from frame one so the opening reads as a beat, not a gap. Trade-off worth knowing: that costs about a second of hook on a platform where the first three seconds decide everything. If a Facebook test shows weak 3-second retention, this is the first thing to pull back.
Nothing else moved — same script, same voice, same evidence, same CTA pair.