7 A/B Test Ideas to Boost Your Google Ads Performance

If you run Google Ads as a freelance paid media expert or traffic manager, testing should be part of your routine. It helps you understand what actually works in your campaigns, and where to focus your budget.

Before You Start: Set the Right Testing Foundation

Before running any test in Ads Manager, take a moment to define two things:

A clear objective (click-through rate, conversion rate, cost per acquisition)

A minimum threshold for statistical significance

This helps you make confident decisions and avoid changing direction too early.

How to Set Up Ad Copy Tests in Google Ads

One of the easiest ways to test ads is through Ad Variations in your Google Ads account:

Go to Campaigns > Experiments and select “Ad Variations.”

You can test:

Headlines

Descriptions

Display paths

Final URLs

It’s quick to set up and doesn’t interrupt your current campaign structure.

7 A/B Test Ideas You Can Run This Week

1. Pricing vs Benefits

Test a value-based message against a pricing-focused one.

Example:

“From €39/month” vs “Boost your revenue without long-term commitment”

2. CTA vs CTO

Compare a strong Call to Action (Buy Now, Book a Demo) with a Call to Outcome (Start Growing, Get More Leads).

3. USP vs USP

Test two different Unique Selling Propositions. This is useful when you’re not sure which aspect of your offer matters most to your audience.

4. Keyword insertion vs Non-keyword copy

Try dynamic keyword insertion in your ads and compare with static, crafted messaging.

5. Pinned vs Unpinned assets

Let Google decide the order of your ad components in one variation. In the other, pin specific headlines and descriptions to control the message.

6. Benefit-first vs Proof-first

Test if starting with a clear benefit (“Save 25% instantly”) works better than a proof element (“Rated 4.9 by 500+ users”).

7. Landing Page A vs B

Send traffic to two different pages. You can test the layout, copywriting angle, or even the offer structure. Just make sure both pages load fast and are mobile-friendly.

Common A/B Testing Mistakes to Avoid

Ending a test before collecting enough data

Testing too many variations at once

Ignoring external factors like seasonality or traffic source quality

Choosing the wrong metric (clicks instead of conversions, for example)