# Meta Ad Library research brief

State: RESEARCH_BRIEF_READY
Next action: Review the evidence and run the controlled test against the named first-party result source.

## Question
Which visible Pave message angle should become one controlled B2B creative test?

## Search scope
- query_type: advertiser
- query_value: Quickbase
- country: United States
- ad_category: All ads
- active_status: Active ads
- capture_date: 2026-10-06
- search_url: https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&id=1000878149361808&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=15116500060

## Sources
- Quickbase | Library ID 928084500021442 | started=2026-09-29 | multiple_versions=true | creative_text_use_count=2 | destination=Unknown | platforms=["Unknown"] | selected_variants=[] | media=Unknown | https://www.facebook.com/ads/library/?id=928084500021442
- Quickbase | Library ID 3633603946816181 | started=2026-09-29 | multiple_versions=true | creative_text_use_count=NOT_DISPLAYED | destination=Unknown | platforms=["Unknown"] | selected_variants=[] | media=Video player, 16 seconds | https://www.facebook.com/ads/library/?id=3633603946816181
- Quickbase | Library ID 4537455406510412 | started=2026-09-29 | multiple_versions=true | creative_text_use_count=NOT_DISPLAYED | destination=Unknown | platforms=["Unknown"] | selected_variants=[] | media=Video player, 30 seconds | https://www.facebook.com/ads/library/?id=4537455406510412

## Observations
- 928084500021442: body=AI can generate an app. Pave lets you build one that runs your operation for real — in minutes, on Quickbase's 25-year foundation. Try Pave free.; headline=Build a real app, free.; CTA=Learn More; message=AI can generate an app. Pave lets you build one that runs your operation for real — in minutes, on Quickbase's 25-year foundation. Try Pave free.; offer=Try Pave free / Learn More
- 3633603946816181: body=Build apps that come complete. Don’t get billed for the gaps later.; headline=Ready-to-run apps. No extra tools. Pave by Quickbase; CTA=Learn More; message=Build apps that come complete. Don’t get billed for the gaps later.; offer=Try Pave free / Learn More
- 4537455406510412: body=New in Pave: Connectors. Link your apps to 350+ services and put your data to work. Available now to everyone, so connect your first service today.; headline=Try Pave Free — Pave by Quickbase; CTA=Learn More; message=New in Pave: Connectors. Link your apps to 350+ services and put your data to work. Available now to everyone, so connect your first service today.; offer=Try Pave free / Learn More

## Unknowns
- 928084500021442: targeting=Unknown; spend=Unknown; impressions=Unknown; clicks=Unknown; leads=Unknown; revenue=Unknown; performance=Unknown
- 3633603946816181: targeting=Unknown; spend=Unknown; impressions=Unknown; clicks=Unknown; leads=Unknown; revenue=Unknown; performance=Unknown
- 4537455406510412: targeting=Unknown; spend=Unknown; impressions=Unknown; clicks=Unknown; leads=Unknown; revenue=Unknown; performance=Unknown

## Repeated patterns
- All three Pave records use a Learn More action and a free-try offer.

## Differences
- The records lead with speed, completeness/hidden cost and connectors.
- Two cards visibly use video with different durations; one media subtype was not transcribed.

## Exceptions
- The public cards do not provide a first-party result for any message angle.

## Bounded test hypothesis
For our own B2B operations offer, a completeness-and-hidden-cost message may produce more qualified demo starts than a speed-to-build message.

## Held constant
Hold audience, offer, destination, format, placement, spend and delivery window constant; change only the message angle.

## Separate result source
First-party campaign qualified-demo rate using the agreed qualification definition.