# Loser: testimonial-led cold ad

Example of how to promote a loss. The losers list stops you and the model from re-running dead angles.

- What it was: a customer testimonial as the opening hook, shown to a cold audience.
- What happened: flopped. Low hold, no clicks.
- Why it died: a cold audience has no reason to trust a stranger's face yet.
- The rule it taught: use testimonials for retargeting, not cold.
