Most goggle ads show the product. These showed the problem first.
Here's every angle we built for the Badd Reaper — and the exact 6 that outperformed every control ad on the first drop.
↓ See How We Made
The Brand
The Problem
The Ask
Badd Optics — NZ-born goggle brand built for MTB, BMX & Moto riders who refuse to pay $200 for a logo.
The Reaper had real tech — Holy Halo vents, three-layer foam, UV400 Revo lens — but ads weren't communicating why it was different from every other black goggle on the market.
A full creative batch built to make the Reaper's engineering the scroll-stopper, not just the product shot.
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4.2x Scroll Stop Rate
31% Drop In CPC
12 Add Angles Tested
6 Ads Outperformed
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Measured after the first creative batch. Results from Meta campaigns.
Every angle was built to answer one objection a rider has before they add to cart.
Why it Worked?
🎯 The Fog Problem IS the Hook Every rider has fogged out mid-descent. We led with that — not the goggle. The fogged-lens creative (Image 12) made buyers feel the pain before they ever saw the product. The Reaper was the relief, not the pitch.
🔁 12 Angles = One Clear Winner Emerges Fast The market decides which angle wins — not us. By launching 12 distinct creative frames at once, the algorithm found the outperformers in days, not months. Less guessing, more riding.
📊 Spec Numbers Beat Vague Claims 94% zero fog on trail. 89% would never buy another goggle. 450+ five-star reviews. "Anti-fog" is an adjective. Those numbers are proof. Riders believe data, not descriptors.
The Transformation Story
Ads led with product shots — no mechanism story
"Anti-fog" copy not landing against established goggle brands
CPC high — competing on brand recognition instead of engineering
No angle had a breakout CTR
6 ads outperformed all previous controls
12 angles live and battle-tested in one batch
31% drop in CPC post-launch
Clear winner: fog-problem-first framing converts hardest
Before
After
The goggle didn't change. The story riders heard about it did.
"Zentoix finally gave our night-window story the creative it deserved. We knew PhenQ PM was different — we just couldn't get that across in an ad. The first batch gave us our highest-ever CTR on 3 separate creatives, dropped our CPC meaningfully, and handed us a messaging playbook we'll be running for months."
Clarice Turner — Founder, Optislim NZ
Your product deserves ads that make riders feel the problem before they see the solution.
In a free 20-minute call, we'll audit your current angle strategy and show you exactly where you're leaving CTR on the table.
No pitch. No fluff. Just a real look at your creatives.