Day 224: New Headline Split Test & Campaign Recovery.

After a difficult few days rebuilding campaigns from the ground up, things are finally moving in the right direction — and a brand new headline split test is now live on the landing page.

- Cost per purchase is down to £15.77 over the most recent tracking period (10th–13th).

- A 2x return on ad spend is holding steady: £1,291 spent vs. approximately £3,400 in sales over seven days.

- A new headline split test is running on the Myelin Method landing page, testing two distinct angles.

- Ad spend is rebuilding slowly from £100/day back up toward previous levels, currently sitting at £200/day.

What Happened Over the Last Five Days

It's been around five days since the last video update, and a lot has been happening behind the scenes.

The focus has been entirely on rebuilding — new Facebook campaigns, a refreshed landing page, and a more disciplined approach to scaling ad spend back up. It hasn't been glamorous work, but it's been necessary.

The good news is that the effort is starting to show in the numbers.

Scaling Ad Spend Back Up From £100/Day

After the campaign issues covered in a previous video, ad spend had to be reset all the way back to £100 per day. We're now at £200/day and the plan is to increase by around £20/day as confidence in the campaign builds. It's a slower, more controlled approach to scaling — but given what just happened, that caution is well justified.

The Recent Sales Numbers

Even at the reduced spend level, the results are encouraging. Yesterday came in at £640 in sales, and today is tracking around £565.

These aren't the big numbers we're aiming for long-term, but on just £200/day in ad spend, they represent a solid 2x-plus return. The key metric — cost per purchase — has also been trending down, sitting at £15.77 over the most recent period.

Seven-Day Performance Snapshot (7th–13th)

Looking at the full seven-day window from the 7th to the 13th, the total ad spend was £1,291 (roughly $1,740). Against that, we generated approximately £3,400 in sales — nearly a 2.7x return on ad spend.

There are still some low days in the mix, but the overall direction is positive and the trajectory is improving as the campaign stabilises.

The New Headline Split Test Explained

The split test now running is focused purely on the headline of the Myelin Method landing page. Testing one element at a time is the right approach, and the headline is arguably the highest-leverage element on any landing page.

The two versions being tested are:

- Control: "Your brain builds new skills at 70 the same way it does at 17"

- Challenger: "How 70 year olds are learning faster than 17 year olds using the Myelin Method"

The challenger headline is more direct and action-oriented, spelling out the transformation and naming the method explicitly. It'll need four to five days of data before we can draw any meaningful conclusions.

Why the Myelin Method Landing Page Strategy Matters

The landing page itself has been rebuilt around the Myelin Method concept — a super-clean, focused page that explains what the method actually is and how it works.

The current conversion rate is sitting around 3%, which is a reasonable baseline.

The goal with this split test and subsequent ones is to push that number higher, which would have a compounding effect on the overall return from every pound spent on ads.

Click-Through Rates and Ad Health

On the ad side, click-through rates are looking healthy. The campaigns that were rebuilt appear to be performing well at this budget level.

The challenge now is scaling up methodically without disrupting the performance that's been established. Increasing by roughly £20/day is a conservative but sensible approach given the recent instability.

What's Coming Next

Once this headline split test has enough data, there are more tests lined up for the landing page. There are also bigger creative ideas in the pipeline for the ad side.

April looks like it could be a strong month to push forward, expand budgets, and start testing some of the bolder strategies that have been on the backburner. The foundation feels stable enough now to start building on it again.

Closing Reflection

Getting back to a doubling return on ad spend after a complete campaign rebuild is genuinely encouraging.

It would have been easy to be disheartened after the setback, but the process of stripping everything back and rebuilding more carefully seems to be paying off.

The journey to $240K is still very much on — it just took a short detour. Fingers crossed the current trajectory holds through the rest of April.

Resources & Next Steps

Free Top 10 Split-Tests: https://www.jonathanhowkins.com/split-testing

Join the Facebook community: https://www.facebook.com/groups/coursecreatorads

Subscribe on YouTube: https://www.youtube.com/@jonathanhowkins-coursecreator?sub_confirmation=1