Morning Marketers!
Want to know the difference between a good ad and a great one?
📊 One was tested. The other was guessed.
Most brands set and forget their ad creatives.
But the highest-performing teams?
→ They test every assumption.
→ They iterate fast.
→ They build winners through data.
This week, we’re diving into how to run A/B tests that actually move the needle and how even small tweaks can drive big ROI.
Let’s stop wasting ad spend. Let’s start optimising.
🚨 The Problem: You’re Scaling Paid Spend Without Clarity
You launch ads. You increase budget.
But performance plateaus… or worse, declines.
Here’s why:
❌ No structured testing framework
❌ You’re guessing what works
❌ You’re relying on gut, not data
❌ You kill tests too early, or run them too long
The result?
Bloated CAC. Wasted spend. Underperforming campaigns.
✅ The Fix: Run Strategic, Iterative A/B Tests Across Your Funnel
Testing = learning.
And in paid media, learning = earning.
But A/B testing isn’t just “change the headline and hope.”
It’s structured. It’s measurable. And it compounds.
A B2B SaaS company wanted to improve demo signups from LinkedIn Ads. Their initial headline:
“Book a Free Demo Today”
CTR was 0.79%.
They A/B tested 3 new headlines:
“See How [Brand] Can 2x Your Pipeline”
“Get a Personalised Demo, No Pitch”
“Why 1,000+ CMOs Choose [Brand]”
💥 Winner: “Get a Personalised Demo - No Pitch”
CTR jumped to 1.89%.
CPL dropped by 38%.
And that headline became part of their landing page H1.
The test took 7 days. The impact lasted 7+ months.
5 Key A/B Testing Strategies That Drive ROI
1️⃣ Always Test One Variable at a Time
Why it works: Isolating variables = clear insights.
🎯 Don’t change headline and image and CTA, you’ll never know what moved the needle.
📌 Start with:
→ Headlines
→ Primary images
→ CTA button copy
→ Offer positioning
2️⃣ Run Tests for a Minimum Viable Duration
Why it works: Ending too early = bad data.
🎯 Let the algorithm optimise, and ensure statistical significance.
📌 Tip: Run each variant until you hit 95% confidence or a minimum of 1,000 impressions per variation (depends on channel).
3️⃣ Use Micro-Conversions as Early Indicators
Why it works: Don’t just wait for purchases.
🎯 Track clicks, scroll depth, form starts, these show early momentum.
📌 Tip: Especially useful for higher-ticket or B2B funnels.
4️⃣ Track & Reuse Winning Assets
Why it works: What works in one campaign often works in others.
🎯 Build a swipe file of high-performing hooks, angles, formats, and creative types.
📌 Tip: Winning email CTAs? Try them in your ad headlines.
Best-performing testimonial? Make it your ad copy.
5️⃣ Test New Ad Formats & Placements
Why it works: Sometimes the channel is the bottleneck.
🎯 A great ad in the wrong format = poor performance.
📌 Try:
→ Video vs static
→ Stories vs feed
→ Carousel vs single image
→ LinkedIn Text Ad vs Sponsored Post
✅ Action Plan for This Week:
Choose one underperforming ad to test
Pick one variable to isolate (e.g. headline)
Launch a clean A/B split (same budget, same targeting)
Let it run until statistically significant
Document your findings for future reuse
A/B testing isn’t just for growth marketers, it’s for smart marketers.
You’re not guessing anymore. You’re learning. And that’s how you scale.
Talk soon,
