My thoughts on the next evolution:

1) Yes, grey will go away. We’ve exhausted every shade thereof.
2) Keyword x ad copy x landing page x buying stage = more options that I can count. But it also makes perfect sense when your goal is to help buyers make the right decision.
3) Focus on building buyer confidence, which may or may not be asking them to sign up for a free trial.

Thanks again for all the great feedback.