Google and Meta ads · Optimisation and A/B tests
Ad campaign optimisation: A/B tests and ongoing cost control
A campaign launched once is only the beginning. I watch which keywords you spend money on, and I test new ad ideas, so the budget goes where it brings customers.
Do any of these sound familiar?
- The budget runs out and there are fewer and fewer enquiries.
- The ad shows for keywords that have nothing to do with your offer.
- You don't know whether to change the ad or give it more time.
- Nobody has looked at the campaign since launch, because “it works, after all”.
- You want to spend more but fear that only the bill will grow.
An ad left to itself usually gets more expensive. Regular care is the difference between burning a budget and investing it.
What it is
What campaign optimisation and A/B testing are
Optimisation is ongoing care of a campaign: I look at which keywords people click on, what comes of it and where the money goes. I exclude searches that only cost money, strengthen those that bring enquiries, and adjust bids and budgets.
A/B tests compare two versions of the same thing at the same time, for example two headlines, two images or two landing pages. The one that brought more enquiries wins. That way I base decisions on data from your campaign, not on what you or I happen to find prettier.
I make changes carefully: I don't change everything at once, and I give the algorithms time to learn. I record every change so you can see what I did and what came of it.
What you gain
What you get from optimisation
Less money on the wrong clicks
I switch off keywords and placements that cost money without giving enquiries. The budget goes to people who are really looking for your offer.
Ads that improve over time
Thanks to tests, the versions that work better stay. The campaign learns from your real data month after month.
A safe way to raise the budget
I increase spending step by step where results are visible. You don't throw money at a campaign that has not been tested.
You know what changed and why
Every change has a date and a reason. You don't have to take my word for it, because you can see what I did.
Example
What it looks like in practice
Before optimisation
After optimisationAn illustrative example based on situations I often meet in small businesses.
Step by step
What it looks like from your side
- 1
Account audit
Your part: access to the accountI check the campaigns, keywords, ads and tracking. You get a list of what works and what burns budget.
- 2
Plan of changes
Your part: approvalI lay out the order of improvements and ideas for tests. I show them to you before I change anything.
- 3
Regular care
Your part: nothingEvery week I check keywords, costs and ads, make improvements and launch further tests.
- 4
Summary
Your part: reading the reportEvery month you get a short description of what I changed, what the tests showed and what we do next.
What you get
What you get
- A review of the account with a list of places where the budget leaks
- Exclusion of unsuitable keywords and placements
- Regular adjustments to bids, budgets and ad groups
- A/B tests of ads and landing pages with clear results
- A change log: what, when and why was changed
- A monthly summary with a plan for the next month
“A good campaign is not set once and forgotten, but constantly refined in small ways. I do it as if the budget were mine.”
Who campaign optimisation is for
- Businesses with ads already running, where the cost per enquiry is rising or stuck
- Owners who run campaigns themselves and feel they are burning budget
- Businesses leaving an agency that don't know whether the campaigns were run well
- Businesses that want to spend more on ads but first need to know what works today
Frequently asked questions
What is an A/B test?
It means showing two versions of the same thing, for example two ad headlines, to different groups of people at the same time. After a couple of weeks you can see which version brought more enquiries. The better one stays, and the weaker one gives way to a new idea.
How often do you optimise campaigns?
I look at campaigns regularly, usually weekly, and make bigger changes less often, so the algorithms have time to learn. We agree the exact frequency after a conversation, because it depends on the budget and the number of enquiries.
Can you take over campaigns that are already running?
Yes. I start by checking the account and the tracking, so I know what to keep, what to improve and what to switch off. I don't switch anything off blindly. You get a list of changes with reasons before I make them.
Does optimisation guarantee a lower cost per enquiry?
No. Nobody honest promises a specific result, because it depends on your industry, competition and season. I promise regular work, clear rules and full insight into what I change and why.
See also
What else brings you customers
Free consultation
Let's talk about your business
A no-obligation chat: I'll tell you what will really bring you more customers and what it costs. I reply within 24 hours.
