Shifted quartic Higgs potential normalization ($V=\kappa ({\varphi }^{†}\varphi -v^2/2{)}^2$)

In unitary gauge, ${\varphi }^{†}\varphi -v^2/2=vH+H^2/2$, so this Higgs potential gives $M_H^2=2\kappa v^2$, a cubic coefficient $\kappa v$ and a quartic coefficient $\kappa /4$. The corresponding Feynman rules are $-3i{M}_H^2/v$ and $-3i{M}_H^2/v^2$. Writing the potential with an additional factor $1/2$ changes the relation between its named coupling and the Higgs boson mass; it does not change these mass-based rules.