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The best advice is to always start out very small. Those of us who are old and grumpy and have lost much of what we have earned trying to get too big too fast agree 100%. Do an A/B/C/D test, then if A is the winner, test it against A/E/F/G and so on and so on. You will probably find that P is the right combination of ad, landing page, field order on form, etc etc etc
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