{
  "schema_version": 1,
  "search": {
    "research_question": "Which visible Xero message angle should become one controlled B2B creative test?",
    "query_type": "advertiser",
    "query_value": "Xero",
    "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=1010960361920468&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=119615178068730"
  },
  "records": [
    {
      "library_id": "1561905522233885",
      "detail_url": "https://www.facebook.com/ads/library/?id=1561905522233885",
      "advertiser": "Xero",
      "capture_date": "2026-10-06",
      "research_question": "Which visible Xero message angle should become one controlled B2B creative test?",
      "search_url": "https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&id=1010960361920468&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=119615178068730",
      "country_scope": "United States",
      "ad_category": "All ads",
      "active_status": "Active ads",
      "started_running": "2026-06-14",
      "multiple_versions_notice": true,
      "creative_and_text_use_count_displayed": 8,
      "body_copy": "Get free setup support from a real Xero Coach for your first 90 days with Xero. It’s a smart investment.",
      "headline": "Setup support that sets you up",
      "cta": "Sign Up",
      "media_observed": "Unknown",
      "observed_message": "Get free setup support from a real Xero Coach for your first 90 days with Xero. It’s a smart investment.",
      "offer_observation": "Visible offer or brand message transcribed from the selected card",
      "targeting": "Unknown",
      "spend": "Unknown",
      "impressions": "Unknown",
      "clicks": "Unknown",
      "leads": "Unknown",
      "revenue": "Unknown",
      "performance": "Unknown",
      "variants": [],
      "destination_domain": "Unknown",
      "platform_labels": [
        "Unknown"
      ]
    },
    {
      "library_id": "1092686610370600",
      "detail_url": "https://www.facebook.com/ads/library/?id=1092686610370600",
      "advertiser": "Xero",
      "capture_date": "2026-10-06",
      "research_question": "Which visible Xero message angle should become one controlled B2B creative test?",
      "search_url": "https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&id=1010960361920468&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=119615178068730",
      "country_scope": "United States",
      "ad_category": "All ads",
      "active_status": "Active ads",
      "started_running": "2026-09-17",
      "multiple_versions_notice": true,
      "creative_and_text_use_count_displayed": 5,
      "body_copy": "Xero makes it easy to see and manage your finances, all in one place, so you always know where you stand. Love is why you started. Xero is why you can't be stopped.",
      "headline": "Xero. For the love of small business.",
      "cta": "Sign Up",
      "media_observed": "Video player, 6 seconds",
      "observed_message": "Xero makes it easy to see and manage your finances, all in one place, so you always know where you stand. Love is why you started. Xero is why you can't be stopped.",
      "offer_observation": "Visible offer or brand message transcribed from the selected card",
      "targeting": "Unknown",
      "spend": "Unknown",
      "impressions": "Unknown",
      "clicks": "Unknown",
      "leads": "Unknown",
      "revenue": "Unknown",
      "performance": "Unknown",
      "variants": [],
      "destination_domain": "Unknown",
      "platform_labels": [
        "Unknown"
      ]
    },
    {
      "library_id": "1989663508689059",
      "detail_url": "https://www.facebook.com/ads/library/?id=1989663508689059",
      "advertiser": "Xero",
      "capture_date": "2026-10-06",
      "research_question": "Which visible Xero message angle should become one controlled B2B creative test?",
      "search_url": "https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&id=1010960361920468&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=119615178068730",
      "country_scope": "United States",
      "ad_category": "All ads",
      "active_status": "Active ads",
      "started_running": "2026-09-27",
      "multiple_versions_notice": true,
      "creative_and_text_use_count_displayed": 9,
      "body_copy": "Free standard ACH payments are now included in all Xero business plans. So you can pay as many bills as you want, at no extra cost. Fees apply for other payments methods.",
      "headline": "ACH fees? Not your problem.",
      "cta": "Sign Up",
      "media_observed": "Unknown",
      "observed_message": "Free standard ACH payments are now included in all Xero business plans. So you can pay as many bills as you want, at no extra cost. Fees apply for other payments methods.",
      "offer_observation": "Visible offer or brand message transcribed from the selected card",
      "targeting": "Unknown",
      "spend": "Unknown",
      "impressions": "Unknown",
      "clicks": "Unknown",
      "leads": "Unknown",
      "revenue": "Unknown",
      "performance": "Unknown",
      "variants": [],
      "destination_domain": "Unknown",
      "platform_labels": [
        "Unknown"
      ]
    }
  ],
  "repeated_patterns": [
    "All three selected cards use a Sign Up action."
  ],
  "differences": [
    "The selected cards lead with setup support, brand confidence and ACH-fee relief."
  ],
  "exceptions": [
    "The public cards do not provide a first-party result for any message angle."
  ],
  "test_hypothesis": "For our own B2B offer, a specific cost-removal message may produce more qualified starts than a broad brand message.",
  "test_control": "Hold audience, offer, destination, format, placement, spend and delivery window constant; change only the message angle.",
  "result_source": "First-party qualified-start rate using the agreed qualification definition."
}