Two campaigns, ten placement units. Prospecting locked on Carla’s first-batch references plus one Gemini-iterated variant. Retargeting half-locked: the reviews angle shipped today, three more angles wait on Carla’s second-batch revisions.

Status at a glance

Campaign A — LK_Prospect_2026Q2 · €8/day

Targeting — ad-set breakdown New 2026-05-20

Billy pushback 2026-05-20: at €8/day on a niche premium DTC product, broad targeting burns impressions on irrelevant audiences. Manual interest stacks required. Same 6 ads (A1–A6) run inside each ad set — Meta does not double-charge for mutually-exclusive audiences. Full rationale + Phase 2 trigger-gated additions in ops/briefs/2026-05-20-targeting-stacks.md.

Phase 2 — trigger-gated additions

Specialist sign-off needed before launch. Billy validates: (1) Spanish interest names map to Meta taxonomy, (2) size floors hold after exclusions, (3) budget split €4/€4 vs consolidate to one €8/day ad set, (4) ship Ad set 3 at T+0 or defer to T+7.

Prospecting slate — 6 ads from Carla batch 1 (refs 3–7)

Each of the 6 ads (A1–A6) below runs inside every active ad set above. Per-ad performance reads cleaner because the creative variable is held constant across audiences.

A1 · Locked

Lilac bg + orange “10% OFF REGALO” + price slash + per-use footer. Discount-led variant A of the head-to-head.

Assetcarla-refs-2026-05-19/3.png

Format(s)4:5 · 1:1 · 9:16 needed from Carla in 1440 master

Headline (Ads Mgr)10% OFF de regalo

Primary textTBD draft at upload

A2 · Locked Gemini

Same composition as A1, headline shifted to pale-violet. Orange isolated to CTA + 30+ icon + price bubble. Tests the lilac-headline variant against A1’s orange-headline parent.

Assets on diskad-assets/a2/a2-4x5-v3.png · a2-1x1-v2.png · a2-9x16.png

Headline (Ads Mgr)10% OFF de regalo

Primary textTBD draft at upload

A3 · Locked

Cream + lilac “10% OFF REGALO” + annotation diagram + per-use footer. Discount-led with educational annotations.

Assetcarla-refs-2026-05-19/4.png

Format(s)4:5 master from Carla; 1:1 + 9:16 for placement expansion

Headline (Ads Mgr)Hipoalergénicas. 0,5mm.

Primary textTBD draft at upload

A4 · Locked

Cream + lilac discount + numbered icon list. Tests icon-set as proof shorthand vs. annotation arrows.

Assetcarla-refs-2026-05-19/5.png

Format(s)4:5 master from Carla

Headline (Ads Mgr)Diseñadas para repetirse.

Primary textTBD draft at upload

A5 · Locked

Real-body, white tank, red-orange panel bg, brand wordmark. No discount. Tests editorial vs. promo for brand-responsive audience segments.

Assetcarla-refs-2026-05-19/6.png

Format(s)4:5 master from Carla

Headline (Ads Mgr)Invisibles bajo la ropa.

Primary textTBD draft at upload

A6 · Locked

Real-body + annotation overlay, red-orange panel bg, no discount. Hybrid: real-body × annotations × brand wordmark.

Assetcarla-refs-2026-05-19/7.png

Format(s)4:5 master from Carla

Headline (Ads Mgr)Pezoneras reutilizables.

Primary textTBD draft at upload

Campaign B — LK_Retarget_2026Q2 · €4/day

Angle 1 · Real PDP reviews Locked Gemini

Editorial-typographic. Three verbatim 5☆ reviews from Supabase imports (Pamela A. · Valeria A. · Verónica A. — Cliente verificada). Brand-cream bg, EB Garamond italic quotes, brand-orange stars + CTA. Rendered via gemini-3-pro-image-preview 2026-05-20.

Variant A · No discount

Assetangle-1-reviews/variant-a-no-discount/4x5.png

Headline (Ads Mgr)Esto dicen quienes ya las usan

Primary textTBD — suggest: “7 de 7 reseñas en 5 estrellas. Estas son tres.”

Variant B · With 10% OFF ribbon

Assetangle-1-reviews/variant-b-discount/4x5.png

Headline (Ads Mgr)10% OFF tu primera compra

Primary textTBD — suggest: “Las que ya las usan lo cuentan así. 10% off tu primera.”

Angle 2 · Materials / how-made Carla pending

Base = Carla batch−2 ref 8.png (educational, annotations, brand wordmark, footer present). Already correct — ships as Variant A once 4:5-reframed.

Variant A · No discount

Source refcarla-refs-2026-05-19/8.png (3:4 master, reframe to 4:5 1440×1800)

Headline (Ads Mgr)Silicona médica. 0,5mm.

Primary textTBD — suggest copy that names the four annotations

Variant B · Price-slash overlay

Carla to produce: 8 + 28.99€ → 26.10€ bubble (lilac on cream, no double-orange)

Source refPending Carla — see ops/briefs/2026-05-20-carla-pushback.md §3

Headline (Ads Mgr)10% OFF tu primera compra

Primary textTBD

Angle 3 · Vestido sin espalda Carla pending

Base = Carla batch−2 ref 16.png (draped halter/backless scenario). Needs Fix 1 (Waterproof → A prueba de agua) + Fix 2 (per-use footer) + Fix 3 (4:5 reframe).

Variant A · No discount

Source refcarla-refs-2026-05-19/16.png (pending all 3 fixes)

Headline (Ads Mgr)Para los vestidos sin espalda.

Primary textTBD

Variant B · 10% OFF ribbon

Carla to produce: 16 (after fixes) + lilac 10% OFF tu primera compra ribbon top-right

Source refPending Carla — same brief

Headline (Ads Mgr)10% OFF tu primera compra

Primary textTBD

Angle 4 · 3-slide problem-narrative carousel Carla pending New

Surfaced from Carla batch−2. Three-card narrative 13 → 14 → 15: home → outfit → tape pain → solution. Ships as no-discount only (per 2026-05-20 user decision: discount overlay would dilute the problem → solution arc). Carousel mandates 1:1 cards at 1440×1440.

Slide 01 · Casa

Source13.png → needs footer + 1:1 reframe

Slide 02 · Outfit

Source14.png → needs footer + 1:1 reframe

Slide 03 · Tape pain

Source15.png → needs footer + 1:1 reframe

Headline (Ads Mgr): Para vivir tu día sin pensar en ellas.  Primary text: TBD — surface the narrative arc in 50–150 chars.

Bonus prospecting pipeline (T+7 rotation candidates)

Carla batch−2 leftovers after fixes. Hold for the 2026-05-26 T+7 review — rotate in as variant freshness against the slowest-performing Campaign A ads. All need the same 3 systemic fixes from ops/briefs/2026-05-20-carla-pushback.md.

Pipeline · 9

Headline-led INVISIBLES ALL-CAPS (single word, allowed for hierarchy). Strong thumb-stop variant. Tests headline-led prospecting vs. annotation-led.

After fixesFooter already present. Only needs Waterproof swap.

Pipeline · 10

Emotional-question prospecting variant. Adds an emotional register to the slate’s otherwise educational + discount mix.

After fixesNeeds Waterproof swap + footer added.

Pipeline · 12

¿Tu primer alivio del día…? question. Same composition as 11 (killed) but cleaner vertical-left icons. Tests question-led hook.

After fixesWaterproof swap + footer + question body to sentence case (not ALL-CAPS).

Carla cycle (sent 2026-05-20, awaiting return)

Setup walkthrough — Ads Manager upload

1. Phase 0 · Audience hygiene (~10 min)
   • Rename existing 4 audiences with LK_ prefix: PAST_PURCHASE (30 DAYS) → LK_Past_Purchase_30d; ADD TO CART (30D) → LK_ATC_30d; ENGAGED_IG(90D) → LK_IG_Engagers_90d; ENGAGED_FB(90D) mark as deprecated (below floor).
   • Create LK_Past_Purchase_180d (Custom audience → Website → event = Purchase, retention = 180d).
   • Create saved audience LK_Retarget_Union = LK_IG_Engagers_90d ∪ LK_ATC_30d ∪ LK_VC_NotIC_14d ∪ LK_Site_Visitors_30d, excluding both past-purchase audiences.
   • Verify via meta-ads wrapper: 9 audiences with LK_* prefix, LK_Past_Purchase_180d Ready-for-use.
2. Phase 1 · Campaign A launch (Sales / Purchase / €8/day)
   • Create campaign LK_Prospect_2026Q2 — objective Sales, ad-set budget (no CBO).
   • Single ad set: name LK_Prospect_2026Q2_broad_es18-40. Settings per the Campaign A card above. Set the 4 exclusion audiences.
   • Upload 6 ads (A1–A6). For each ad: Advantage+ Creative enhancements OFF on every toggle (Music, Image animation, 3D animation, Visual touch-ups, Brightness/contrast, Image expansion, Image templates, Add overlays, Show product tags). Standard Enhancements OFF. Multiple text optimisations OFF. Sitelinks OFF. Language: Spanish (Spain) specifically.
   • Per ad upload Headline (≤27 chars), Primary text (50–150 chars), CTA = Comprar ahora, Destination = lucernaskin.com/products/cubrepezones with UTM utm_source=meta&utm_medium=cpc&utm_campaign=LK_Prospect_2026Q2&utm_content=A1 (etc).
3. Phase 2 · Campaign B launch (Sales / Purchase / €4/day) — blocked on Carla return
   • Create campaign LK_Retarget_2026Q2. Same Sales objective, separate budget.
   • Single ad set: LK_Retarget_2026Q2_union. Audience = LK_Retarget_Union saved. Exclude both past-purchase audiences. Placements + per-ad enhancements identical to Campaign A.
   • Upload 7 placement units once Carla returns: Angle 1 V-A + V-B (locked, ready now), Angle 2 V-A + V-B, Angle 3 V-A + V-B, Angle 4 carousel (3 cards 1:1, single ad).
4. Phase 3 · Reporting preset (~5 min, anytime)
   • Build column preset LK_Funnel_CR1-CR3: CR1 = Link Clicks + Link CTR · CR2 = Adds to Cart + Checkouts Initiated · CR3 = Purchases + Cost per Purchase + Purchase ROAS · plus Spend, Impressions, Frequency, Quality Ranking, Engagement Rate Ranking, Conversion Rate Ranking. Save and set as default for both campaigns.
5. Phase 4 · T+7 review (2026-05-26)
   • Kill bottom-2 ads per campaign by CPA outlier OR CTR < 0.5% after ≥1k impressions. Brief 2 replacement variants per campaign (single-dimension changes only). Bonus pipeline (refs 9 / 10 / 12) ready to slot in as Campaign A replacements.

Canonical spec: ops/briefs/2026-05-19-campaign-structure.md · Launch checklist: ops/briefs/2026-05-19-launch-checklist.md · Carla pushback brief: ops/briefs/2026-05-20-carla-pushback.md · Carla refs: ops/reference/images/carla-refs-2026-05-19/ · Rendered assets: ops/reference/meta-ads-baseline/2026-05-19-creatives/ad-assets/ · Plan file: ~/.claude/plans/session-handoff-humble-rabin.md.