fact
Dated observation
The supplied September 6 Meta ad set used a form-start event. This is not a readback of current state.
Next-period decisions · 1
Make the next experiment measurable
TLDR. First prove the submission-to-sales path. Then agree what evidence would justify keeping, changing or stopping a test.
Measurement makes the comparison interpretable. Matching the message, landing promise and sales follow-up makes the comparison commercially useful.
hypothesis
Proposed sequence
Validate the completed enquiry first, preserve intermediate events separately, then compare message routes on qualified conversations and demonstrations.
hypothesis
Channel setup in the dated proposal
September 6 proposal: Meta Leads with website conversion and a tested successful-submission Lead event. Google Search with successful submission primary and form start secondary, Maximize Conversions without an initial target CPA, search partners off and owned audiences in Observation. Current controls and suitability require confirmation.
hypothesis
A staged comparison
Establish the measurement baseline first. The proposal then retains the dated Instagram/Threads placement setup for the initial creative test, with Advantage+ placements as a separate later test using 4:5 and 9:16 assets. If measurement, targeting and creative all change together, report a package change rather than a proven cause.
hypothesis
Decision rule
Before launch, agree the qualification definition, sample, review window, acceptable qualified-enquiry cost and stop conditions using business data. Review weekly. Broken forms or duplicate counting require repair. Relevant visits without suitable enquiries call for examination of message, room and price fit. Too little evidence leaves the result unresolved.
What we still have to check
Current settings, successful submission counted once, thank-you page, retained attribution, approved product details, response owner and an agreed definition of qualified enquiry.
Sources and limits
Supplied Meta targetingsearch and ad set response · 2026-09-06 · dated provider snapshot. The snapshot establishes returned settings and search results on that date, not present reach, eligibility or performance.
Supplied campaign-settings.md · 2026-09-06 · dated proposal. Campaign options were proposed, not activated. Current eligibility, demand and budget need readback.
Next-period decisions · 2
Compare routes, then stage the next test
TLDR. Start from M1 and G1. Keep G2 smaller, make warm demand conditional, and leave M2 and project routes for later decisions.
Compare entry questions before comparing channels: discover dual use, seek a table, return with an objection, or specify a project. Each route needs a matching page and a visible path to a useful conversation.
hypothesis
Decision record
September 6 scenario, HUF daily averages: Meta total 3,000. M1 receives 3,000 minus any transfer to M4. M4 can receive 0–300 only if viable, leaving M1 at 2,700–3,000. M2 is a later challenger within the same allocation. Google G1 2,000 + G2 800 + G3 0–200 totals 2,800–3,000. M3/G4 allocations are undecided. This proposes reallocation within the dated baseline of about 6,000, subject to current confirmation. Google daily averages are not hard daily caps.
hypothesis
Search exclusions and routing
September 6 starting checklist: ingyen, használt, javítás, dákó, golyó, bérlés, játékszabály, online játék, állás, tanfolyam. Exclude only offerings the business does not provide. Check negative match types and Hungarian inflections. Keep ár eligible. Exclude brand variants from G1/G2/G4 and route dual-function queries to G1 and explicit project queries to G4 through reviewed cross-negatives when those campaigns are active.
interpretation
How to read the budget cards
Each card states an alternative or conditional amount. Zero means allocation undecided for M3/G4. Choose a scenario and record transfers or replacements explicitly before interpreting its total. Saving stages and exporting notes records a discussion. It does not authorize campaign creation, activation or spending.
hypothesis
The next decision for each group
First-test candidates: M1 home motivation and G1 explicit dual-function intent, with smaller G2 purchase intent. Conditional: M4 with usable audience and G3 with actual brand demand. Later challenger: M2 within Meta funding. Deferred: M3/G4 until the professional offer and service conditions exist. At review, retain, revise or defer using the agreed sample, costs and sales progression. Few submissions cannot establish a winner.
Choices are discussion records. No ad changes are made.
Meta · Motivation
Home and interior
A connects the transformation to time together after dinner. B addresses the concern that a games table will disrupt the room’s appearance. Both are proposed responses to a furnishing dilemma, with room fit still to verify.
Targeting, message, funnel and test
- Audience
- People considering how a dining table fits their home, with furnishing and shared-use motivations to test.
- Targeting
- Interior design (design) 6002920953955 OR Modern furniture (home furnishings) 6003253467911 OR Furniture (home furnishings) 6003132926214 in one group. No additional golf, travel or luxury-interest narrowing in this proposal.
- Demographics
- Dated proposal: Hungary, all genders, minimum age 25. Initial 35–64 audience suggestion. Advantage controls may treat age and interests as suggestions, subject to current readback.
- Hooks
- A: After dinner, the same table makes room for play. B: A dining-table look with a hidden billiards experience.
- Rationale
- A connects the transformation to time together after dinner. B addresses the concern that a games table will disrupt the room’s appearance. Both are proposed responses to a furnishing dilemma, with room fit still to verify.
- Creative
- Open on a set dining table, show the actual transformation, then play. Match the first scene to the chosen hook. Prepare 4:5 and 9:16 versions for the separate placement test.
- Landing
- Repeat the opening image and promise, then show operation, materials, verified dimensions and playing clearance, approved price or range and consultation.
- Funnel
- Ad → matched product page → operation, space and price → form with name, one contact, town and buying timing → working booking calendar or clear callback expectation → space/budget qualification → demonstration → tailored offer → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus approved operation/room/price claims, mobile form and follow-up capacity. Verify the named targeting signals and Advantage behavior. Establish the measurement baseline before the initial creative test and test placement expansion separately.
- Confidence
- Low for commercial outcome. The buying motive is a test hypothesis, and current audience reach and eligibility are unverified.
- Alternatives
- Test the two home messages first. M2 is a later competing motivation within the same Meta allocation. If M4 is viable, transfer up to 300 from M1.
- Budget
- Dated Meta baseline: 3,000 HUF daily. Subtract the actual M4 transfer, from 0 to 300, leaving 2,700–3,000 for M1. Confirm the baseline before allocation.
- Test
- Compare the two home hooks on qualified enquiries and attended demonstrations, retaining the initial placement setup. Record creative, spend and sales progression weekly. Agree sample and acceptable cost first.
- Evidence
- September 6 campaign-settings and narration proposals. Named interest/job-title IDs were returned in the supplied Meta targeting-search snapshot. They do not establish current campaign eligibility or Hungarian reach.
- Unknowns
- Does the furnishing message create reachable buyers with suitable space and budget? Verify room-fit claims, audience reach and the next-step booking/callback process.
Meta · Motivation
Social play
A makes the shared evening easy to imagine. B explains how play and dining coexist in the home. Enthusiasm for billiards may produce views without a suitable buying budget, so judge the resulting conversations.
Targeting, message, funnel and test
- Audience
- People drawn to billiards and hosting an evening at home, with willingness and ability to buy still unknown.
- Targeting
- Pool (cue sports) 6003070550582 OR Cue sports (sports) 6003293937628 in one group. The proposal does not use Swimming pool or add luxury-interest narrowing.
- Demographics
- Dated proposal: Hungary, all genders, minimum age 25. Initial 35–64 audience suggestion. Advantage controls may treat age and interests as suggestions, subject to current readback.
- Hooks
- A: Keep the evening going after dinner. B: Home billiards and a dining table in one piece.
- Rationale
- A makes the shared evening easy to imagine. B explains how play and dining coexist in the home. Enthusiasm for billiards may produce views without a suitable buying budget, so judge the resulting conversations.
- Creative
- Show people actually playing first, then reveal dining use. Support playing-surface and technical claims with verified product facts. Do not infer competition-grade performance.
- Landing
- Lead with play and operation, then the playing surface, home placement, required room and approved price. Offer a room-fit discussion or demonstration.
- Funnel
- Play-led ad → use and room requirements → approved price → enquiry → available space, budget and timing qualification → demonstration → offer → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus approved operation/room/price claims, mobile form and follow-up capacity. Verify the named targeting signals and Advantage behavior. Establish the measurement baseline before the initial creative test and test placement expansion separately.
- Confidence
- Low for commercial outcome. The buying motive is a test hypothesis, and current audience reach and eligibility are unverified.
- Alternatives
- Use as a later challenger to M1, within the confirmed Meta allocation. If enquiries lack budget fit, test earlier price visibility before seeking more traffic.
- Budget
- Later challenger using the same Meta allocation, not an additional 3,000 daily.
- Test
- Compare qualified-enquiry and attended-demonstration costs with the home route under comparable conditions. A route test that changes audience and creative does not isolate which caused the difference.
- Evidence
- September 6 campaign-settings and narration proposals. Named interest/job-title IDs were returned in the supplied Meta targeting-search snapshot. They do not establish current campaign eligibility or Hungarian reach.
- Unknowns
- Will viewers become purchase-ready enquiries? Price fit, room availability and usable sample size remain unknown.
Meta · Project
Professional specification
A offers a concise specification idea. B places that idea in a real interior. The hypothesized professional response depends on credible dimensions, finishes and procurement answers, not a promised discount.
Targeting, message, funnel and test
- Audience
- People specifying a table for a client project. Job-title signals do not verify professional status.
- Targeting
- Interior Design Consultant 545100628965172 OR Interior Designer/Owner 119802204737548 OR Commercial Interior Designer 989652454395644 in one OR group. Do not require all job titles together.
- Demographics
- Dated proposal: Hungary, all genders, minimum age 25. Keep 65+ eligible unless evidence justifies exclusion. Verify current Advantage controls.
- Hooks
- A: Two functions in one design. B: Dining and billiards in the same living space.
- Rationale
- A offers a concise specification idea. B places that idea in a real interior. The hypothesized professional response depends on credible dimensions, finishes and procurement answers, not a promised discount.
- Creative
- Show a real interior and verified dimension drawing. Advertise a specification sheet only after it exists. No assumed model files, commissions or partner discount.
- Landing
- Prepared professional page with approved dimensions, finishes, an existing specification sheet and a project-consultation action.
- Funnel
- Professional ad → specification page and prepared sheet → role, project stage and timing → technical consultation → configuration → offer → project decision → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus a completed professional offer, approved specification sheet and confirmed capacity to answer technical/project questions. Recheck job-title availability and reachable audience.
- Confidence
- Low for commercial outcome. The buying motive is a test hypothesis, and current audience reach and eligibility are unverified.
- Alternatives
- If the job-title audience is too small, a separate test may use Architecture (architecture) 6004140335706 OR Interior design 6002920953955. That broader interest route does not restrict delivery to professionals.
- Budget
- Defer until the professional offer and service capacity exist. Allocation undecided.
- Test
- Track real projects reaching technical consultation and configuration, then offers and outcomes over an agreed longer sales cycle. Keep deferred until the professional offer is ready.
- Evidence
- September 6 campaign-settings and narration proposals. Named interest/job-title IDs were returned in the supplied Meta targeting-search snapshot. They do not establish current campaign eligibility or Hungarian reach.
- Unknowns
- Professional service capacity, specification readiness, reachable audience and project cycle length.
Meta · Warm demand
Warm demand
A addresses uncertainty about usable space. B offers direct product experience. Prior engagement does not establish the objection, so compare the resulting conversations before assuming either explanation.
Targeting, message, funnel and test
- Audience
- Prior product visitors or engaged viewers who may still need a practical question answered.
- Targeting
- 30-day product-page visitors OR form starters OR at least 50-percent video viewers. Exclude 180-day submitters when the source exists. No interest narrowing. Verify eligible size and expansion settings before treating delivery as retargeting.
- Demographics
- Dated proposal: Hungary, all genders, minimum age 25. Keep 65+ eligible unless evidence justifies exclusion. Verify current Advantage controls.
- Hooks
- A: Will it fit? Let us check the room. B: See it work before deciding.
- Rationale
- A addresses uncertainty about usable space. B offers direct product experience. Prior engagement does not establish the objection, so compare the resulting conversations before assuming either explanation.
- Creative
- Demonstrate room and playing clearance for A, actual operation and the available demonstration for B.
- Landing
- Answer room requirements and approved price clearly, then explain the available demonstration and short enquiry step.
- Funnel
- Prior visit or video engagement → objection-focused ad → room/price/demonstration page → short form → appointment → demonstration → offer → personal follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus permission to use audience sources, eligible usable audience size, available exclusion data and confirmed expansion behavior. Verify demonstration/appointment capacity.
- Confidence
- Low for commercial outcome. The buying motive is a test hypothesis, and current audience reach and eligibility are unverified.
- Alternatives
- If the audience is too small or unavailable, keep the allocation with M1. Expanded delivery must be described as such, rather than assumed to be pure retargeting.
- Budget
- Conditional transfer of 0–300 HUF from M1 within the same 3,000 Meta daily allocation. M1 falls by the transferred amount. Usable eligible audience required.
- Test
- Compare room-fit and demonstration messages on completed enquiries and subsequent appointments. Check audience size and delivery before treating sparse results as an objection test.
- Evidence
- September 6 campaign-settings and narration proposal. The snapshot does not prove that these custom audiences were created, eligible or large enough.
- Unknowns
- Eligible audience size, exclusion availability, expansion behavior and the actual reason each visitor delayed.
Google Search · Purchase intent
Convertible dining intent
A directly answers dual-function intent. B provides a concrete reason to inspect how the product works. This close match supports a first-test hypothesis, not a forecast of enough searches.
Targeting, message, funnel and test
- Audience
- Searchers explicitly seeking a combined dining and billiards table.
- Targeting
- September 6 candidates, exact and phrase for each: [biliárd étkezőasztal] / "biliárd étkezőasztal", [étkező biliárdasztal] / "étkező biliárdasztal", [biliárdasztal étkezőasztal] / "biliárdasztal étkezőasztal", [átalakítható biliárdasztal] / "átalakítható biliárdasztal", [biliárdasztal fedőlappal] / "biliárdasztal fedőlappal". Verify demand and actual queries before expansion.
- Demographics
- September 6 proposal: Hungary presence targeting, all adult ages and genders including Unknown, all devices, Hungarian and English campaign languages with Hungarian ad copy. The proposal includes no Hungarian household-income targeting. Confirm current controls before launch.
- Hooks
- A: Dining and billiards together. B: See the transformation.
- Rationale
- A directly answers dual-function intent. B provides a concrete reason to inspect how the product works. This close match supports a first-test hypothesis, not a forecast of enough searches.
- Creative
- Two responsive-search-ad hook concepts, translated into English for this demonstration. Final Hungarian copy must match the landing offer and approved product facts.
- Landing
- Open with the dual function and real transformation, followed by operation, verified dimensions and clearance, approved price and consultation.
- Funnel
- Matched dual-function query → relevant search ad → transformation page → space and price → consultation request → space/budget qualification → demonstration → offer → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus Keyword Planner demand/cost review, Search setup readback and relevant query/negative checks. Apply the shared exclusions only to unavailable offerings, retain ár, and check Hungarian inflections. Exclude brand variants and review cross-negatives with other active routes.
- Confidence
- The query-to-product connection is a hypothesis. Current search volume, cost and qualified-enquiry yield remain unverified.
- Alternatives
- If relevant search demand is too low, consider reallocating within Google to G2 only after reviewing query relevance and lead quality. Keep broad generic biliárdasztal expansion for a later decision.
- Budget
- Proposed 2,000 of the existing Google daily allocation. Search volume remains unknown.
- Test
- Test the two messages while reviewing actual search terms weekly, including close variants. Judge submitted and qualified enquiries and demonstrations rather than treating exact match as a literal-query guarantee. If demand is insufficient, review relevant queries and sales quality before moving allocation to G2.
- Evidence
- September 6 campaign-settings and narration proposal. These Hungarian keyword candidates have no verified volume or cost forecast in this demonstration. The Meta snapshot does not verify Google settings.
- Unknowns
- Demand for these exact/phrase candidates, close-variant relevance, cost and sales quality.
Google Search · Purchase intent
Premium purchase intent
A meets the initial product need. B introduces the differentiating second function. Early approved pricing can help buyers assess fit before an enquiry, which matters for broader purchase terms.
Targeting, message, funnel and test
- Audience
- Searchers considering a premium billiards purchase who may not yet know about dining use.
- Targeting
- September 6 candidates, exact and phrase for each: [prémium biliárdasztal] / "prémium biliárdasztal", [luxus biliárdasztal] / "luxus biliárdasztal", [design biliárdasztal] / "design biliárdasztal", [biliárdasztal vásárlás] / "biliárdasztal vásárlás", [biliárdasztal ár] / "biliárdasztal ár". Verify demand and actual queries before expansion.
- Demographics
- September 6 proposal: Hungary presence targeting, all adult ages and genders including Unknown, all devices, Hungarian and English campaign languages with Hungarian ad copy. The proposal includes no Hungarian household-income targeting. Confirm current controls before launch.
- Hooks
- A: Billiards for your home. B: It also works as a dining table.
- Rationale
- A meets the initial product need. B introduces the differentiating second function. Early approved pricing can help buyers assess fit before an enquiry, which matters for broader purchase terms.
- Creative
- Two responsive-search-ad hook concepts, translated into English for this demonstration. Final Hungarian copy must match the landing offer and approved product facts.
- Landing
- Show the premium product, approved price and dual-function distinction early, then room requirements and a demonstration action.
- Funnel
- Purchase query → product/price explanation → room requirements → enquiry → budget, space and timing qualification → demonstration → offer → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus Keyword Planner demand/cost review, Search setup readback and relevant query/negative checks. Apply the shared exclusions only to unavailable offerings, retain ár, and check Hungarian inflections. Exclude brand variants and review cross-negatives with other active routes.
- Confidence
- The query-to-product connection is a hypothesis. Current search volume, cost and qualified-enquiry yield remain unverified.
- Alternatives
- Keep this smaller than G1 in the dated proposal. Broader biliárdasztal expansion is a later option after relevant-query and quality feedback. Earlier pricing is a possible follow-up test.
- Budget
- Proposed 800 from the same Google allocation. Broader intent may bring lower-budget enquiries.
- Test
- Inspect whether price and purchase queries generate suitable enquiries. Keep ár eligible. Review negative candidates against the actual offering and count qualified conversations, demonstrations and offers. If suitable enquiries are scarce, distinguish low demand from poor budget or room fit before broadening keywords.
- Evidence
- September 6 campaign-settings and narration proposal. These Hungarian keyword candidates have no verified volume or cost forecast in this demonstration. The Meta snapshot does not verify Google settings.
- Unknowns
- How much broader demand fits this product’s price and room requirements, and whether the proposed allocation produces a usable sample.
Google Search · Warm demand
Brand demand
A confirms brand and local relevance. B offers a direct product next step. The visitor may need contact and demonstration details more than a long category explanation.
Targeting, message, funnel and test
- Audience
- People already searching for Fusion after exposure, a recommendation or another contact.
- Targeting
- September 6 candidates, exact and phrase for each: [Fusion Tables] / "Fusion Tables", [Fusion Tables Hungary] / "Fusion Tables Hungary", [Fusion biliárdasztal] / "Fusion biliárdasztal", [Fusion asztal] / "Fusion asztal", [fusiontables] / "fusiontables". Verify demand and actual queries before expansion.
- Demographics
- September 6 proposal: Hungary presence targeting, all adult ages and genders including Unknown, all devices, Hungarian and English campaign languages with Hungarian ad copy. The proposal includes no Hungarian household-income targeting. Confirm current controls before launch.
- Hooks
- A: Fusion Tables Hungary. B: Discover the table.
- Rationale
- A confirms brand and local relevance. B offers a direct product next step. The visitor may need contact and demonstration details more than a long category explanation.
- Creative
- Two responsive-search-ad hook concepts, translated into English for this demonstration. Final Hungarian copy must match the landing offer and approved product facts.
- Landing
- Brand product page with clear contact information and demonstration arrangements.
- Funnel
- Earlier exposure or recommendation → brand query → brand ad → product page → consultation → demonstration → offer → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus Keyword Planner demand/cost review, Search setup readback and relevant query/negative checks. Apply the shared exclusions only to unavailable offerings, retain ár, and check Hungarian inflections. Keep brand variants in this separate campaign.
- Confidence
- The query-to-product connection is a hypothesis. Current search volume, cost and qualified-enquiry yield remain unverified.
- Alternatives
- Allocate up to 200 only with actual demand. Keep brand reporting separate from nonbrand and preserve the earlier source in the lead record where available.
- Budget
- Up to 200 within the Google allocation, only with actual demand. Report separately from nonbrand.
- Test
- Review actual brand queries, completed enquiries and subsequent sales steps separately. A low brand cost per enquiry does not establish that Google independently created demand. If brand demand is absent, keep this conditional allocation uncommitted rather than assuming it must be spent.
- Evidence
- September 6 campaign-settings and narration proposal. These Hungarian keyword candidates have no verified volume or cost forecast in this demonstration. The Meta snapshot does not verify Google settings.
- Unknowns
- Actual brand-query volume, prior channel exposure and incremental business contribution.
Google Search · Project
Hospitality and project intent
A connects dual use to a guest setting. B invites a technical and commercial discussion for a concrete project. Neither establishes higher hotel revenue or suitability for commercial use.
Targeting, message, funnel and test
- Audience
- Searchers specifying a table for a hotel, apartment or shared-space project.
- Targeting
- September 6 candidates, exact and phrase for each: [biliárdasztal hotelbe] / "biliárdasztal hotelbe", [biliárdasztal szállodába] / "biliárdasztal szállodába", [biliárdasztal apartmanba] / "biliárdasztal apartmanba", [biliárdasztal közösségi térbe] / "biliárdasztal közösségi térbe", [design biliárdasztal projekthez] / "design biliárdasztal projekthez". Verify demand and actual queries before expansion.
- Demographics
- September 6 proposal: Hungary presence targeting, all adult ages and genders including Unknown, all devices, Hungarian and English campaign languages with Hungarian ad copy. The proposal includes no Hungarian household-income targeting. Confirm current controls before launch.
- Hooks
- A: Two uses for the guest space. B: Discuss your project.
- Rationale
- A connects dual use to a guest setting. B invites a technical and commercial discussion for a concrete project. Neither establishes higher hotel revenue or suitability for commercial use.
- Creative
- Two responsive-search-ad hook concepts, translated into English for this demonstration. Final Hungarian copy must match the landing offer and approved product facts.
- Landing
- Approved project offer with dimensions, verified commercial-use conditions and a project-discussion action.
- Funnel
- Project query → relevant search ad → professional page → project description → technical and commercial review → offer → decision → follow-up → purchase or loss reason
- Dependencies
- Foundation checks plus Keyword Planner demand/cost review, Search setup readback and relevant query/negative checks. Apply the shared exclusions only to unavailable offerings, retain ár, and check Hungarian inflections. Exclude brand variants and review cross-negatives with other active routes. Prepare the professional offer and verify commercial-use suitability and terms before allocating spend.
- Confidence
- The query-to-product connection is a hypothesis. Current search volume, cost and qualified-enquiry yield remain unverified.
- Alternatives
- Defer until the project offer and commercial-use suitability are confirmed. Treat this as a later narrow experiment with uncertain search volume.
- Budget
- Later narrow experiment. Offer, commercial-use suitability and demand are prerequisites. Allocation undecided.
- Test
- After readiness, evaluate real project descriptions, technical discussions and offers over an agreed project cycle. Search volume may be too low for a useful test.
- Evidence
- September 6 campaign-settings and narration proposal. These Hungarian keyword candidates have no verified volume or cost forecast in this demonstration. The Meta snapshot does not verify Google settings.
- Unknowns
- Commercial-use suitability and terms, professional offer readiness, search volume and project decision times.
What we still have to check
Current demand, eligibility, price, landing readiness, baseline allocation and agreed sample/cost/stop rules.
Sources and limits
Supplied campaign-settings.md · 2026-09-06 · dated proposal. Campaign options were proposed, not activated. Current eligibility, demand and budget need readback.
Supplied Meta targetingsearch and ad set response · 2026-09-06 · dated provider snapshot. The snapshot establishes returned settings and search results on that date, not present reach, eligibility or performance.
Supplied campaign narration transcript · 2026-09-06 · historical interpretation. Older audited context files are unavailable. Numerical performance claims are not promoted to current facts.