Test design (judge’s ruling)
Arms
Property Brief web funnel vs a duplicate of the instant form. Same creatives, budget, geo and exclusions. A and B are retired, not tested against each other.
Free sub-test
Inside the instant-form arm, a 50/50 GHL split sends half of new leads a prefilled brief link.
Primary metric
Held setup or project calls with a Tier A/B non-resident lead, per $1,000, read 30 days after spend closes.
Decision rule (sign before launch)
At least $3,000 per arm. Winner needs a 25% lower cost per held call and 8+ held calls. Otherwise extend to $5,000, then decide by decision-maker share.
Guardrails
Decision-maker share, show rate, out-of-state share.