How to A/B Test Landing Pages in Google Ads

Anirban Sen
Apr 29
7 min read

Updated: Apr 30

Want to improve your landing page performance in Google Ads? A/B testing is the key. By comparing two versions of your landing page, you can identify what works best to boost conversions, lower costs, and engage users.

Here’s how to get started:

Set Clear Goals: Define metrics like conversion rate, cost per acquisition (CPA), or click-through rate (CTR).
Test Specific Elements: Experiment with headlines, CTAs, layouts, images, forms, or trust indicators.
Build Test Pages: Create a control version and a variation, keeping all other factors the same.
Run Experiments in Google Ads: Use the Experiments tool to split traffic evenly and track results over 2–4 weeks.
Monitor Key Metrics: Focus on CTR, conversion rate, CPA, and return on ad spend (ROAS).
Refine and Repeat: Use insights from each test to improve and plan the next experiment.

This data-driven approach helps you make informed changes, leading to better ROI and user experience.

Before You Start Testing

Set Clear Goals

Before diving into A/B testing, define specific and measurable goals. These could include:

Conversion Rate: Aim for a percentage increase (e.g., move from 2.5% to 3.5%).
Cost Per Acquisition (CPA): Set a maximum acceptable cost per conversion.
Click-Through Rate (CTR): Decide on the minimum improvement you want to see.
Average Order Value: Establish a target increase for eCommerce pages.
Form Completion Rate: Determine success benchmarks for lead generation forms.

Create Test Theories

Develop hypotheses based on your data, focusing on specific elements of your page. Link each hypothesis to your goals. A good test theory should:

Focus on one page element.
Solve a known user issue.
Include a clear expected outcome.

For instance, if mobile users are bouncing frequently, you might hypothesize:

Key areas to consider testing include:

Hero Section: Headlines, subheadings, and main calls-to-action (CTAs).
Social Proof: Testimonials, trust badges, and review ratings.
Product Information: Features, pricing, and benefits.
Visuals: Product images, demo videos, and infographics.
Form Design: Layout, required fields, and submission flow.

Build Test Pages

When creating test pages, ensure all variables remain the same except for the one you're testing.

Control Version: Verify tracking and document key metrics like:
- Conversion rates
- Time spent on the page
- Scroll depth
- Click patterns
Test Version: Create your variation while ensuring:
- Consistent messaging with your campaign.
- Adherence to brand guidelines.
- Mobile-friendly design.
- Fast loading times.
Quality Assurance: Before launching, double-check:
- Tracking codes are in place.
- Forms and buttons work as intended.
- Pages load correctly on all devices.
- URLs are structured properly for testing.

Once your test pages are ready, you can move on to setting up your experiment in Google Ads.

Google Ads Test Setup Steps

Start Your Test

To begin, navigate to 'Experiments' by going to Tools & Settings > Measurement > Experiments. From there, choose "Landing page test" as the experiment type.

Set up your test by defining these parameters:

Test Name: Use a clear and descriptive name.
Traffic Split: Distribute traffic evenly (50/50) between the control and variant.
Test Duration: Run the test for 2–4 weeks to gather reliable data.
Campaign Selection: Select the campaigns you want to include in the test.

Add Test Pages

Connect your landing pages to the experiment:

Control Page Setup
- Add the original landing page URL.
- Confirm that the Google Ads tracking template is correctly applied.
- Ensure auto-tagging is turned on.
Test Page Setup
- Enter the variant URL, ensuring it uses the same tracking parameters as the control page.
- Enable auto-tagging for consistent and accurate tracking.

: Use Google Tag Manager to set up conversion tracking on both pages. This ensures you collect consistent data throughout the test.

Check and Launch

Before launching, complete these checks to ensure everything runs smoothly:

Pre-launch Checks
- Test both pages on different devices and browsers, including forms and conversion flows.
- Verify that tracking codes are working properly.
- Check page load times; aim for under 3 seconds.
Analytics Setup
- Confirm that Google Analytics goals are tracking as expected.
- Check that conversion actions in Google Ads are set up.
- Ensure custom parameters are flowing correctly into your data.
Final Review
- Double-check campaign settings, including budget, audience targeting, ad scheduling, and geographic preferences.

Once everything is verified, click "Create" to launch your experiment. Keep a close eye on performance during the first 24–48 hours.

Note: Avoid making changes during the test. Let it run for the full duration to ensure the results are accurate and statistically reliable.

Track and Review Results

Focus on Key Metrics

Keep an eye on these essential metrics to evaluate how well your landing pages are performing:

Click-Through Rate (CTR): Measures how effectively your pages grab attention and drive clicks.
Conversion Rate: Tracks the percentage of visitors who complete the desired action, like signing up or making a purchase.
Cost Per Acquisition (CPA): Shows how much you’re spending to acquire a customer for each version of your page.
Return on Ad Spend (ROAS): Calculates how much revenue you’re earning for every dollar spent on advertising. Use the formula: total revenue ÷ ad spend.

Ensure Data Accuracy

Before making any decisions, confirm that your test data is reliable. Double-check the following:

Tracking is functioning properly on both versions of your landing page.
External factors, like seasonality or promotions, aren’t influencing the results.
No technical problems are affecting either page.

Once you’re confident the data is accurate, you can trust the results to guide your next steps.

Choose the Best Performer

After validating your data, identify the version that delivers the best results. Look for statistically significant improvements in metrics like conversion rate, CPA, ROAS, or CTR. The winning variant should clearly contribute to your business goals.

Use Results and Keep Testing

Update Your Pages

Once you’ve identified a winning variant in Google Ads, it’s time to make some updates. Replace your original landing page with the improved version and ensure all relevant ad groups are sending traffic to the new page.

Document what worked: Note the elements that performed well.
Update tracking: Adjust tracking codes and conversion tags.
Keep an eye on performance: Monitor results closely during the first week.

After implementing these updates, start planning your next round of testing.

Next Test Ideas

Use the insights from your recent test to guide future experiments. Focus on testing one element at a time to pinpoint what drives results:

Headlines: Try different value propositions or messaging approaches.
Visuals: Experiment with product images, hero sections, or videos.
Calls-to-Action (CTA): Adjust button placement, colors, or wording.
Form Design: Compare field layouts, required information, or multi-step vs. single-page forms.

Work with Experts

Getting expert advice can speed up your landing page improvements. Senwired, for example, has helped businesses boost revenue and ROI across various advertising platforms.

Here’s how experts can assist you:

Pinpointing the most impactful elements to test
Setting up well-structured experiments
Interpreting results accurately
Expanding successful strategies to other markets

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Summary

A/B testing landing pages in Google Ads revolves around setting clear goals, running well-structured tests, and making decisions based on solid data.

Here’s how to approach it for better outcomes:

Target high-impact areas: Focus on elements that can significantly boost ROI.
Stick to reliable methods: Ensure your data collection is accurate and unbiased.
Learn and iterate: Use results from each test to shape future experiments.
Keep detailed records: Document changes and outcomes to build a knowledge base.

These practices create a strong foundation for ongoing improvement.

Testing doesn’t stop after one round. Tools like advanced analytics and multi-touch attribution help refine your analysis. Once you identify successful variations:

Update your pages and confirm tracking systems are functioning.
Monitor performance closely after implementing changes.
Plan your next tests using insights from past experiments.
Seek expert help for more complex scenarios.

Collaborating with a performance marketing agency, such as Senwired, can speed up your testing process and boost ROI through their specialized expertise in Google Ads optimization.

FAQs

What landing page elements should I test first to improve performance?

To prioritize which landing page elements to test, focus on areas that have the greatest impact on conversions and user experience. Start with elements like:

Headlines: Test different messaging to see what grabs attention.
Call-to-action (CTA): Experiment with button text, color, or placement.
Page layout: Try variations in design, spacing, or image placement.

These areas often influence how users engage with your page and can lead to meaningful improvements in results. Use data from your Google Ads campaigns to identify potential bottlenecks or opportunities for optimization.

What mistakes should I avoid when running A/B tests for landing pages in Google Ads?

When running A/B tests for landing pages in Google Ads, it's essential to avoid common mistakes that can compromise your results. Here are a few pitfalls to watch out for:

Testing too many variables at once: Focus on a single element, such as the headline, call-to-action, or layout, to ensure you can attribute changes in performance to the right factor.
Ending tests too early: Allow your test to run long enough to gather statistically significant data. Premature conclusions can lead to inaccurate results.
Ignoring audience segmentation: Ensure your test accounts for differences in audience behavior. For example, mobile and desktop users might respond differently to the same landing page.

By carefully planning your tests and avoiding these mistakes, you can generate actionable insights and improve your campaign performance effectively.

How can I make sure my A/B test results are accurate and trustworthy?

To ensure your A/B test results are accurate and reliable, start by running tests long enough to gather statistically significant data. Avoid making decisions too early, as small sample sizes can lead to misleading conclusions.

Use a consistent testing framework by changing only one variable at a time, such as a headline, call-to-action, or layout. This helps isolate the impact of each change. Additionally, ensure your audience is evenly split between test variations to prevent biases.

Finally, analyze your results carefully, focusing on key metrics like conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Reliable data analysis is essential for making informed decisions that maximize your campaign’s ROI and minimize wasted ad spend.