Spending a lot MONEY on B2B Ads and still have NO IDEA if your ads are actually working?
Maybe you’ve got great visuals and catchy headlines, but the results are… underwhelming. If your ads aren’t getting clicks, let alone conversions, it’s easy to feel like you’re throwing money into a black hole.
That’s where A/B testing comes in. By running small, controlled tests on different elements—like your images, headlines, or intro text—you can zero in on what works and what doesn’t. This blog will walk you through exactly how to set up A/B testing for B2B LinkedIn Ads, helping you get more leads, higher engagement, and a better return on your ad spend. Ready to turn those guesses into data-driven results? Let’s dive in. 🦸♂️
Understanding LinkedIn Ad Types for A/B Testing
When it comes to LinkedIn Ads, there’s no one-size-fits-all approach, especially with the variety of ad formats available. Each type works best with specific strategies depending on your goals and audience. Here’s a quick look at the main ad formats and how you can effectively use A/B testing with each:
Single Image Ads: This is your classic LinkedIn ad format—a single image paired with a headline, intro text, and a CTA. For A/B testing, you’ll want to play around with different visuals, headlines, and intro text to see what resonates best. Sometimes a bold, attention-grabbing image will drive more clicks than a typical product shot. Other times, a more understated design can do the trick.
- Example: A company targeting decision-makers might experiment with various images—perhaps a sleek product shot vs. a vibrant team photo—and discover that one version sees significantly more engagement. The key is to let the data tell you what works.
Carousel Ads: These ads allow you to show multiple images or “cards” that users can swipe through. A/B testing here might focus on the order of your cards, the number of cards, or even different narratives. Are you better off leading with product benefits or testimonials? Testing can help you figure that out.
- Example: Some businesses find that highlighting customer testimonials upfront drives more engagement than diving straight into product features. It’s all about testing different ways to tell your story.
Video Ads: Video content is naturally more engaging, but it can also be pricier to produce. To make sure you’re getting the most out of your investment, test different video lengths, CTAs, and even storytelling approaches. Should you focus on a quick 15-second explainer, or does a 60-second customer success story perform better? A/B testing will give you the answer.
Conversation Ads: Unlike traditional ads, Conversation Ads create a more interactive, chat-like experience. Users can click through different paths based on their interests, making this format ideal for driving multiple actions—like signing up for a webinar, downloading a whitepaper, or visiting a landing page. A/B testing here might involve trying out different initial messages, paths, and calls to action to see what encourages the most engagement.
- Example: Imagine a tech company testing two different opening lines—one that’s direct and to the point, and another that’s a bit more casual and conversational. They might find that a straightforward, benefit-driven opener gets more users to engage with the ad. The beauty of Conversation Ads is that they allow you to test multiple CTAs within the same message flow, giving you rich data on what drives action.
Thought Leader Ads: This new format leverages content from your team’s thought leaders—employees or industry experts—rather than just your brand page. Thought Leader Ads are ideal for building brand awareness and engagement because they highlight individual insights, creating a more authentic and personal connection with the audience. For A/B testing, consider promoting different types of content (e.g., expert opinions, industry trends) to see what drives higher engagement rates.
- Example: Companies might test promoting posts from different employees to determine which topics and voices resonate most with their target audience. Thought Leader Ads can often lead to more likes, comments, and shares, as people tend to engage more with posts from individuals rather than brands.
Phase 1: Define Your Campaign Objectives
Before diving into A/B testing, it’s essential to make sure your testing aligns with your campaign objectives. Why? Because different goals require different approaches. Whether you’re aiming to generate B2B leads, boost brand awareness, or drive conversions, your objectives will guide how you structure your tests.
Lead Generation: This typically comes with a higher cost per test since driving qualified leads is more expensive. Focus on testing elements that directly impact conversions, like intro text and CTAs. For example, testing lead magnets (like an eBook download vs. a free demo offer) can reveal what resonates more with your audience.
Stat: HubSpot reports that marketers who incorporated A/B testing into their lead generation campaigns saw a 49% increase in qualified leads (SEMrush). That’s a pretty compelling reason to invest in testing.
Brand Awareness: If your goal is to get your name out there, you can focus on high-volume impressions rather than conversions. For this objective, A/B testing should revolve around visuals, messaging, and engagement metrics like video views or likes.
Conversions (Bottom of the Funnel): At this stage, you’re targeting people who are already familiar with your brand. Test ad variations that push leads over the line—think along the lines of time-sensitive offers or discounts to drive action.
Phase 2: A/B Testing Elements
Now that you’ve got your objectives set, it’s time to start testing. But where do you begin? It’s all about testing the right elements in the right order, and in most cases, visuals are your best starting point.
Start with Visuals: People process visuals faster than text, and in the fast-paced world of B2B LinkedIn advertising, your ad image or video is the first thing users notice. Start by testing 3-5 variations that differ in style, color, and layout. The goal is to figure out which visual makes users stop scrolling and pay attention.
Your first impression is visual—test wisely!
Test Your Intro Text:
Once you’ve identified the most eye-catching visuals, it’s time to move on to intro text. Your opening line should grab attention and convey value. Test variations that focus on different angles—problem/solution, urgency, or a clear value proposition. Are users more interested in hearing about how you can solve their pain point, or does a time-sensitive offer create more urgency?
Experiment with Headline Variations:
The headline is one of your last chances to make an impact before the user clicks (or doesn’t). You want it to be clear and compelling. Testing different approaches—like a statistic-based headline, a question, or something that creates curiosity—can lead to a significant difference in click-through rates.
- Example: A SaaS company tested two headlines: “Boost Your Sales with Our AI-Powered CRM” vs. “Learn How Top Companies Are Using AI to Drive Sales”. The latter, which leaned into curiosity and social proof, drove a 15% higher CTR, demonstrating the importance of specificity in B2B headlines.
Phase 3: Analyzing Your Data and Optimizing
Once your A/B tests have run their course, it’s time to dig into the data. The goal here is to identify the winning variation that best meets your B2B marketing objective. Here are the key metrics to focus on:
Click-Through Rate (CTR): This tells you how well your ad is engaging users. A higher CTR means your visuals and messaging are resonating.
Conversion Rate (CVR): CTR is great, but CVR is what really matters. Are users taking the desired action after clicking? This could be anything from filling out a lead form to signing up for a demo.
Cost Per Lead (CPL): For lead generation campaigns, this is critical. A low CPL combined with a high-quality lead is the sweet spot. Keep an eye on which variation is giving you more bang for your buck.
Stat: According to LinkedIn, ads that test 4 or more image variations see a 12% higher conversion rate on average (Semrush, CXL).
Budget Considerations
So, how much should you be spending on A/B testing your LinkedIn Ads? Here’s the reality: LinkedIn isn’t the cheapest platform, with cost-per-click (CPC) rates that can range from $5 to $10, depending on your audience and bidding strategy. But here’s the thing—investing in A/B testing is about making sure that every dollar you spend is being used wisely. Think of it as paying a little extra upfront to avoid wasting way more later.
Here’s a rough guide to what you should be budgeting:
Single Image Ads: Plan for at least $500-$1,000 per variant. This gives you enough budget to run the test long enough to see meaningful results (we’re talking statistical significance, not just hunches).
Video Ads: Video tends to be pricier, but it’s also one of the most engaging formats. Expect to spend $750-$1,500 per video variant to get enough data on how each performs.
Conversation Ads: These are designed to engage users with an interactive, chat-like experience, allowing multiple calls to action within a single ad. Because of their potential to drive deeper engagement, you should allocate at least $1,000-$1,500 per variant. This ensures you gather sufficient data to see which paths and CTAs are driving better responses.
Thought Leader Ads: Since Thought Leader Ads are geared toward engagement and brand authenticity, the cost can vary depending on your approach. A typical budget might range from $2 to $5 per click, with a recommended minimum daily spend of $50 to ensure your ads reach the intended audience and collect enough engagement data. Keep in mind that since these ads leverage personal content, you might find them more cost-effective for building trust and credibility with your audience
Remember, your goal with A/B testing is to refine and optimize your ads so that the long-term gains far outweigh the short-term costs. In the end, it’s less about how much you spend and more about how smartly you spend it.
Final Thoughts
A/B testing isn’t a one-and-done tactic; it’s an ongoing process. Think of it like going through the stages of The Matrix—at first, the landscape might feel chaotic, but as you run more tests, things start to fall into place. Every test you run gives you clearer insights, helps you fine-tune your strategy, and gets you closer to that ultimate goal: maximizing your return on ad spend.
Over time, your campaign will become leaner, more efficient, and more effective at turning clicks into conversions. And as you refine your ads, you’ll know with certainty which variations truly work for your audience. Every B2B marketing dollar will be working harder and driving more value.
Endnote
The strategies and insights in this blog post are based on established best practices for LinkedIn Ads and A/B testing. This content draws on the expertise of industry leaders, including resources from LinkedIn Marketing Solutions, HubSpot, and SEMrush. For further reading and in-depth guides on these topics, check out the following:
- LinkedIn Marketing Solutions: LinkedIn Ads Best Practices
- HubSpot: A/B Testing in Digital Marketing
- SEMrush: High-Intent Keywords for B2B Marketing