A/B testing in PPC is a controlled split test where we run two versions of one ad, landing page, or campaign setting at the same time to see which one produces better results for your business.
In pay-per-click advertising, “better” usually means more leads or sales at a lower cost, not just a higher click-through rate. A clean test changes one variable at a time (headline, callout, offer, landing page form length, bid strategy, audience, or even the keyword match type), then splits traffic so Version A and Version B get comparable opportunities. Platforms like Google Ads include built-in experiment tools that help divide traffic and report outcomes side by side, which is far more reliable than changing multiple things and guessing what worked.
What we normally test in PPC
- Ad copy: headlines, descriptions, calls to action, promos like “same-day” or “free consult,” and trust points like reviews or years in business
- Landing pages: headline, hero image, form fields, phone button placement, appointment widgets, and page speed
- Offer and pricing framing: “$99 first visit,” “$0 down,” “free inspection,” or “insurance accepted” (when true)
- Targeting: location radius, zip codes, audience segments, day and time scheduling
- Bidding and budgets: automated vs manual bidding, lead-focused bidding, budget allocation between services
For Orlando and Central Florida businesses, we also account for seasonality (for example, summer spikes for HVAC and pest control, and back-to-school patterns for some healthcare services) so we don’t mistake a calendar swing for a winning change.
How to run an A/B test that gives you a clear answer
- Pick one goal (calls, form fills, booked appointments, purchases) and track it cleanly.
- Choose one variable to test and keep everything else steady.
- Split traffic fairly (often 50/50) so each version gets similar volume.
- Let it run long enough to collect a meaningful number of conversions, not just clicks.
- Judge the winner on business results, like cost per lead, lead quality, and booked revenue when you can tie it back.
A common mistake is “testing” by rotating a bunch of ad ideas at once, changing the landing page mid-week, and then calling the best-looking number a win. If you want tests that actually move revenue, keep the setup simple and repeatable, which is exactly how we run PPC management for local service businesses.
If you want a quick check on whether you are tracking the right numbers before you start testing, our breakdown of SEO metrics to track also maps well to PPC reporting because the same conversion basics apply (leads, cost, and quality). If you tell us what you sell and what counts as a good lead, we can recommend the first 2 or 3 tests that usually produce the fastest lift.
