Prepared for Blue Chip SMSF

Blue Chip Ads

The plan for the relaunch

Prepared for

Jeff Rossetti & Troy Rabaud

Scope

Meta relaunch, week one to week four

For

The reconvene, Monday 15 September 2026

The decision

Rerun your best ad with the account fixed, and review at week four with real numbers.

And until then

No new creative. Nothing new gets made until the numbers say what to make.

Why now

The ad that worked is still in the account, still approved, and the ad set is still live. The relaunch is a settings job and one new cut, not a rebuild.

Your account

01The pauseThe campaign was switched off by hand at 08:01 on 7 August. Nothing else broke: no disapprovals, no delivery issues, and the ad set is still live, so one status change restarts it.
02AD 4 is the asset171 form leads at $21.73, and 37 percent of them pass qualification. Its best cell, the 45 to 54 band, came in at $11.16 a lead.
03AD 10 is the lesson112 form leads at $43.86, and 48 percent come back not a good fit, because the hook speaks to people who already have a fund.
04Age42 percent of the spend landed outside your 35 to 55 window and returned 34 percent of the leads at $26.70. The 65 plus band alone took $838.50 at $39.93.
05PlacementFacebook Reels carried half the spend and half the leads. Instagram feed was the cheapest at $18.17. Facebook Stories spent $110.54 for none. Every impression delivered was mobile.
06The category settingThe campaign is declared a Financial products special category. That declaration is what holds the ad set at 18 to 65 plus, with no age band, no lookalikes and no exclusions.
07The formThe live form asks seven questions and none of them are your five rules. No balance, no age, no question about where the person lives, and no gate on any answer.

The two videos

AD 4 · 34.0 seconds · the control

The ATO checklist

"Setting up an SMSF yourself, the ATO has a 12 point checklist."

Spend: $3,715.96
Form leads: 171
Cost per form lead: $21.73
Pass qualification: 37%
Average watch: 4 sec
Click through rate: 1.52%

AD 10 · 46.2 seconds · retires

The audit warning

"The ATO is auditing SMSFs more than ever, and if yours isn't set up right, you could be next."

Spend: $4,912.71
Form leads: 112
Cost per form lead: $43.86
Pass qualification: 9%
Average watch: 6 sec
Click through rate: 2.11%

Why AD 4 wins

AD 10 is the better watch. It holds more people to the halfway mark, earns 40 percent more thruplays, keeps the average viewer 50 percent longer and is clicked 39 percent more often. It then converts at less than half the rate. The whole gap is in who the hook selects: AD 10 opens on someone who already has a fund, and the form's own second question disqualifies them. AD 4 opens on someone mid decision who has not started. Creative gets judged on cost per qualified lead, never on watch time.

10 September 2026

The market

172

advertisers mention SMSF in active Australian ads

12

of them actually sell setup, administration, audit or software

32%

of those twelve advertisers' ads carry a video at all

62 / 38

landing pages over lead forms, right across the category

What the twelve say	Share of their 147 ads
Education, how it works	43%
Fees, cost, price	19%
Compliance, ATO, penalties	18%
Take control of your super	12%
Done for you, admin off your plate	9%
Property through super	2%

FormatTalking head video is not the norm. Grow SMSF and ESUPERFUND, two of the biggest, put nobody on camera at all. A real person on camera is a difference, not a weakness.
OfferA free consultation is the winning offer, 32 of the 147. A named price is rare at 18 percent, and a free guide is second.
DestinationThe market sends to a landing page, and the serious operators use a dedicated offer page rather than the main site. Blue Chip is not running today.

SMSF Tax and Audit Australia — SMSF Tax & Audit

The two gaps

Gap one

The 10 August change, said to a trustee.

36 ads across 16 advertisers run the borrowing change. 15 of those 16 are property sellers, lenders or educators. The only SMSF administrator using it is Easy Super, with two ads.

Nobody is telling a person who has a fund, or wants one, what the change means for the fund itself. Said plainly as a rule change, and dated on screen every time it appears, that line is open today.

36 ads · 16 advertisers · one of them an administrator

Gap two

Compliance in the video, the way the leaders do it.

92 percent of SMSF ads in market carry no compliance line in the ad text. The ones that do are the licensed advertisers, and the two biggest put the line in the creative instead of the copy, where it does not eat the primary text.

Stake burns a strip across the bottom of every video: "This is not financial advice nor a recommendation that a self-managed super fund may be suitable for you." ESUPERFUND burns one into its silent films.

92 percent carry no line in the text

The setup · week one

01 · First

VerificationFinancial services advertiser verification for ads delivered to Australia, confirmed in Business Manager. Nothing runs before it.

02 · Structure

One campaign, three ad sets, $100 a daySpecial category off, objective Leads. Cold 35 to 55 on Reels and feed, mobile only, $55. A one percent lookalike seeded on the 78 leads who passed, $25. Retargeting on video viewers, page engagers and website visitors, $20. Exclusions: the do not contact list, current clients, applicants.

03 · Creative

AD 4 as the control, one test cut beside itAD 4 reruns exactly as it is, untouched. In the same ad set, a second cut of the same footage with the borrowing change as its opening, spoken as a rule change and never as advice. The other eight copies retire. AD 10 retires.

04 · Compliance

The line, in two placesIn the primary text on the original, so the file stays as Meta has already approved it. Burned into the new cut, the way the market leaders do it.

05 · The form

Three changes to the lead formDate of birth prefill with a conditional on it, then citizenship and residence asked as two separate questions. Balance stays on the survey behind the thank you screen.

06 · Speed to lead

A call inside 60 secondsCalled inside 60 seconds of the form, SMS fallback if there is no answer, booking straight into the 15 minute phone calendar. That is the piece Aidan runs, demo call first.

Week four

01

Cost per lead

02

Cost per qualified lead

03

Connect rate

04

Booking rate

05

Show rate

What happens then

The three month plan is written on those numbers, and the creative for it is chosen from what the market read says works. Reported weekly on cost per qualified lead, not on cost per lead, because that is the number that told us AD 4 beat AD 10.

The landing page

The market sends to a page and you send to a form. That is why $22 a lead was possible, and it is also why retargeting has nowhere to land. The current offer pages carry template content with no disclaimer on them. A landing page built for this campaign is the missing piece on the conversion side, and it is the point at which the website conversation comes back.

What we are not doing

New statics
Statics did not make a lead in your account, and the market is video. The eight starved copies that shared $301 across three months retire with them.
New creative before week four
One control, one test, four weeks of real delivery. Nothing new gets made until the numbers say what to make, and then it gets made against evidence rather than a hunch.

Next steps

Troy
Confirm the verificationFinancial services advertiser verification for Australia, checked in Business Manager, along with whose name sits on the Paid for by line.
Blue Chip
The Meta form editsThe date of birth prefill and its conditional, and citizenship and residence as two questions on the live form.
LOVR
Cut the testThe second cut of AD 4 with the borrowing change as its opening, dated on screen, compliance line burned in.
Monday 15 Sep
The reconveneSign off the structure and the budget split, and week one starts.

Prepared by LOVR for Blue Chip SMSF
Nath Thompson · nath@lovr.agency