Ad creative testing
How structured ad testing cut CPL by 12%
A responsive search ad programme focused on the ad groups converting below expectations.
Responsive search ads
Weakest first
After testing
The challenge
Some ad groups were falling short and the ads had gone stale.
Ad groups below 18% conversion rate were dragging account efficiency down.
What mattered most
The strategy
Test with structure, not guesswork.
I kept the core proposition and gave supporting messages room to learn.
- 01Identified ad groups below expected conversion thresholds.
- 02Built more than 10 fresh responsive ad variations and descriptions.
- 03Retained the core proposition while testing supporting messaging.
- 04Rolled winning messages across the account.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
CPL
Cheaper enquiries after testing
Indexed to 100 because raw CPL values were not supplied.
The outcome
Fresh creative, better economics.
More than 10 new variations were tested on the weakest groups first, and CPL fell 12%.
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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