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Testing portfolio · Paid acquisition
Testing is useful when it changes the next decision
A collection of paid-acquisition examples across landing pages, locations, ad creative and lead forms. These are separate tests, presented together to show the optimisation approach rather than imply one combined client result.
3 vs. 0
Landing-page test conversions versus the control
12
LinkedIn ads tested across two lead-form versions
Landing-page testing
A digital landing page was tested against an existing website page for a Social Media ad group. The test page generated three conversions from 72 clicks and approximately CAD $376 spend. The control received more traffic (103 clicks and approximately CAD $591 spend) but generated no conversions.
The result is directional rather than statistically conclusive because the sample is small. It was still useful evidence: message-to-landing-page alignment deserved further attention and future testing.
Location-level analysis
In a Google Ads example, location reporting separated where conversion activity was actually occurring. Decatur generated 45 conversion actions, Jonesboro 22 and Riverdale 13. That made it possible to protect investment in the stronger markets instead of treating the entire geography as one undifferentiated audience.
Creative and lead-form testing
A LinkedIn lead-generation campaign was structured to compare two lead-form versions using the same set of creatives. Twelve ads were used: five new banners and one existing banner, each duplicated across the two forms. The objective was to isolate whether form structure, not just creative, was affecting conversion behaviour.
The operating principle
CTR alone is not the answer. The test decisions considered click-through rate alongside conversion behaviour, audience quality, cost efficiency and what the result meant for the next budget or execution decision.