10 Facebook Ad Testing Ideas To Crush Your Competition

Marketing managers drive reach, leads, and sales with Facebook ads.

A few strategic tweaks could exceed your KPIs ito push your campaigns beyond “decent.” 

But what tweaks?

Creating a new ad is crucial because it restarts the learning phase for the algorithm. With Facebook ad testing, you’ll find what resonates best with your audience—whether it’s creative, audience targeting, or placements.

Let testing inform optimization.

Facebook ad testing is a game-changer for ad performance. You can pinpoint what hits home with your audience by experimenting with different ad components—images, headlines, and descriptions. 

This process isn’t just about tweaking a single element; it’s about understanding the broader picture of what drives engagement and conversions.

You can test ads at different levels, because each level tells a different story:

• Campaign Level: Here, you can test different objectives, like conversions or website traffic, to see which goal aligns best with your overall strategy.
• Ad Set Level: This level allows you to experiment with different targeting options, such as demographics or interests, to identify the most responsive audience.
• Ad Level: At this granular level, you can test different ad creatives, such as images versus videos, to determine which format garners the most engagement.

It’s impossible to guess what resonates with your audience. 

• Do they prefer light or dark visuals? 
• Questions or statements in headlines? 
• What’s your most effective value proposition? 

Split tests (A/B tests) answer these questions and remove guesswork from the ad creation process.

Instead of one team member saying, “We should go with a photo ad” and ending the discussion there, marketers can set up multivariate tests to see what works best in action. It ensures ongoing improvements, helps avoid stagnation, and delivers better long-term results. Running a new test allows you to gather fresh data and refine future ads based on performance metrics.

Split testing involves creating multiple ad sets to find the top performer. Tools like Facebook Ads Manager or AdEspresso make it simple to test elements like images, copy, audience types, placements, or delivery settings. Once Facebook gathers enough data, it identifies the winner.

Success requires a systematic approach and sufficient data to achieve statistical significance. This guide will show you how to set up and analyze your tests to maximize your campaign performance.

Ad testing can deliver remarkable results:

• MailChimp tested ad images instead of guessing and identified the visuals that resonated most with their audience.

ClimatePro, a window tinting company, tested creative and copy combinations, achieving a 686% increase in conversions and an 82% drop in CPA.

With insights like these, A/B testing ensures you get the most out of your ad budget.

Let’s walk through 10 high-ROI Facebook ad testing ideas we find deliver the most bang for the buck:

Target audiences have a significant impact on Facebook ad performance—according to AdEspresso cost-per-click can vary by over 1000% depending on the audience. Testing helps you identify the most effective audience for your campaign.

Start by considering your campaign goals and offer. For instance, targeting demographics and locations often yields strong results, as geographic specificity in ads and landing pages tends to boost performance. Additionally, testing different audience types, like custom audiences or lookalike audiences, can reveal which aligns best with your offer. Cold audiences may respond better to low-risk offers, while warmer remarketing audiences are more likely to convert.

• Create at least two distinct audiences with minimal overlap.
• Use audience sizes large enough to generate meaningful results (e.g., 400,000+ vs. 1,000).
• Test different types of audiences, such as detailed targeting, custom audiences, and lookalikes.

Facebook ad placement determines where your audience sees your ads, and each placement can deliver drastically different ROIs. Options include Facebook’s main feed (mobile and desktop), right-hand column, Instagram, Audience Network, Instant Articles, and in-stream videos.

The match between placement and offer heavily impacts performance. For example, complex or time-consuming offers may struggle on mobile but perform better on desktop. Testing placements reveals where your audience engages most effectively. For example, Lusha ran ads across multiple placements, including brightly colored ads in the main feed and mini right-hand column ads, both tailored for their respective formats.

And here’s a right column ad:

• Assign a single placement to each ad set to avoid overlap.
• Adjust your copy and creative for each placement; for example, feed ads support more text, while right-hand column ads benefit from eye-catching visuals.
• Use images that look clear across all devices and placements (avoid tiny on-image text).
• Keep all other variables constant to ensure your test results are accurate.

Facebook ad bidding involves more than manual bids; it includes budget setup, ad delivery optimization, and payment options. Different ad delivery settings can dramatically affect reach and ROI. Users can access ad settings to control the data used for ad personalization, allowing them to influence the types of ads shown based on their browsing habits and personal information.

For example, for a daily budget of $25, this ad could reach up to 5,200 people per day when optimizing for link clicks.

When optimizing for impressions, it could reach up to 12,000 people per day.

AdEspresso tested four bidding methods—CPC, CPM, optimized CPM, and CPA—and found over a 3000% difference in reach, impressions, and CPC. While some options have evolved since then, the experiment highlights how bidding strategies significantly impact ad performance.

Another approach is split-testing bidding strategies like lowest cost (or highest value), bid cap, cost cap, or minimum ROAS (return on ad spend) when using campaign budget optimization (CBO).

• Create separate ad sets for each bidding method.
• Start with delivery optimizations or test manual bidding versus CBO at the ad set level.
• Set a reference cost-per-conversion to evaluate results and avoid settling for suboptimal outcomes

Facebook offers a variety of ad types, each with unique specs for display sizes, creative formats, and ad copy. Testing different types—like carousel ads, GIFs, or Instant Experiences—can reveal what resonates most with your audience. Keep the style and tone consistent across variations to ensure accurate results.

For example, mobile-optimized ad types like Instant Experiences often outperform static image ads. According to Instapage, this format can reduce CPC by up to 73% and increase CTR by over 40%.

Tip: Choose the ad format that best grabs your audience’s attention and effectively showcases your value offer. Each ad type has its strengths depending on the audience and campaign goals.

Ad images are critical, driving 75%–90% of ad performance, according to Consumer Acquisition. To find what works, test up to five different designs to guide future creative decisions.

Cookies and similar technologies help gather information about user activity to enhance ad performance.

Research shows that people make judgments within 90 seconds of interaction, with 62%–90% of those decisions based on color. Testing vibrant or uniquely colored ad designs can boost engagement. For example, try:

• Stock images vs. custom designs
• Ad images with different color combinations
• Product photos vs. lifestyle images
• Text on image vs. no text
• High-contrast vs. low-contrast designs
• Reversed versions of your ad image

For example, Later’s ad could test background color changes, while Asana’s campaign might benefit from tweaking image styles. By experimenting with these variations, you’ll discover what visuals drive the most clicks and conversions. For more ideas, explore Facebook’s best ad examples for design inspiration.

For more Facebook ad design inspiration, check out the ultimate showdown of top-notch Facebook ad examples

Videos often outperform images on Facebook. For example, a test by Biteable found video ads generated 3x more leads and 480% more clicks than image ads. But you won’t know what works for your audience until you specifically test Facebook video ads. Additionally, cookies from other companies are often used to deliver targeted advertisements, enhancing user experience.

To set up an A/B test in Facebook Ads Manager, create one variation with an image and another with a video. This allows you to directly compare performance and determine which format drives better engagement and conversions.

Avoid these common reasons for low video engagement, according to Social Media Examiner:

• Including intros or logos at the start.
• Overloading the video with too much information.
• Having someone talk to the camera without clear context.

By testing images against videos, you can refine your strategy and determine which format best captures your audience’s attention.

Ad copy is crucial for inspiring action after catching someone’s attention. Facebook allows you to split test every part of your ad text, including primary text, headlines, and descriptions. For example, Monday.com tested variations of ad copy while keeping the design consistent, demonstrating how small changes in ad text can significantly impact performance.

For example, Monday has experimented with different ad copy while maintaining the initial ad design:

Peter Koechley, co-founder of Upworthy, reported that testing headlines alone led to a 500% difference in results. Headlines are especially critical, as they’re the first lines readers notice. Testing headlines early and often is a best practice for optimizing ad engagement.

• Short vs. long ad copy.
• Exclamation marks or question marks in the text.
• Adding emojis for personality and visibility.
• Highlighting product benefits or positioning.
• Testing limited-time offers or pricing details.
• Using odd vs. even numbers in list posts.

Split testing 3–5 ad headlines can also help identify the most engaging options for both ads and blog articles. By refining each part of your ad copy, you can better capture attention and drive clicks. For even more insight into ad copywriting, take a look at our Facebook ad tips

Your Facebook ad is like a candy wrapper. It tempts people to click on your ad to discover the sweet deal on the landing page. But if you're unsure of the most compelling UVP, A/B testing can provide clarity.

For example, SendGrid tested two UVPs: one highlighting features like email deliverability, tracking, and scalability, and another emphasizing simplicity with “quickly and easily send mail.” Testing UVPs can reveal which resonates most with your audience and which drives a higher ROI through conversions and sales.

Test your UVP in the headline or primary text, as these are the most visible elements. By refining your value offer through A/B testing, you can better understand what motivates your audience to take action.

The call-to-action (CTA) you choose can significantly impact your ad’s performance. While “Learn More” is the most popular Facebook CTA, it isn’t always the most effective. An AdEspresso test found that “Download” achieved the highest click-through rate (CTR) and lowest cost-per-click (CPC). Identifying the best bet for CTAs can significantly impact return on investment (ROI).

• Choose CTAs that clearly describe the action you want users to take. For example, use “Buy Tickets” or “Shop Now” for purchase-driven campaigns.
• Test 2–3 CTAs that align with your campaign goals at the ad level.
• Experiment with CTAs in both the button and headline.
• Use actionable verbs to make CTAs more compelling.
• Ensure your CTA matches the landing page offer to avoid disconnects.

Facebook’s campaign objective determines the available CTA options, so tailor your tests accordingly. Split-testing CTAs is an easy way to identify the language that drives better ROI.

Even after someone clicks your Facebook ad, the success of your campaign hinges on your landing page. Many factors derail conversions: an unappealing design, a distracting background image, unclear headlines, or a disconnect between your message and landing page copy.

Testing landing page designs helps ensure you’re delivering the best user experience. For instance:

• Sumo uses a simple, direct approach with minimal landing page copy, while Typeform employs animations. Both styles resonate differently depending on the audience.

A headline change for Shulman Law, adding "Toronto's best family lawyers," improved their conversion rate by 95%. 

And the updated page:

What exactly did that do, you might ask?

To test multiple landing pages, create separate ads with unique URLs but keep other ad elements consistent. For more in-depth testing, use usability tools beyond Facebook Ads Manager.

• Align landing page copy with your ad message for consistency.
• Test variables like headlines, layouts, and CTAs to find what converts best.
• Use the data to refine not just landing pages but future campaigns.

Landing page testing can uncover insights that improve performance across your marketing funnel, helping you drive even more conversions.

Ready to start testing your Facebook ads? Remember to test one variable at a time so you can identify exactly what works for your audience—and then use what you learned to optimize other ad sets and campaigns.

Want to drive even more conversions with your Facebook ads? 

Master Facebook retargeting so you can guide interested prospects and loyal customers alike toward valuable conversions.

Facebook ad testing, also known as split testing, involves experimenting with different ad components—such as headlines, images, or audiences—to find what performs best. It’s essential for optimizing ad spend, improving engagement, and achieving statistically significant results. By using tools like Ads Manager or third-party platforms, you can refine your strategy to maximize ROI.

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To A/B test effectively, create multiple ad sets, each testing a single variable such as ad creative, audience targeting, or placements. Use Ads Manager to assign unique ad settings for each variation, ensuring no overlap. Allow enough ad spend to achieve statistically significant results, typically 300–500 clicks or 10,000 impressions per test.

A/B testing landing pages can dramatically improve conversion rates by refining elements like design, headlines, and CTAs. For example, a headline change for Shulman Law increased conversions by 95%. Use multiple ad sets with unique URLs to test different landing pages and ensure they align with the ad’s message for a seamless user experience.

Start testing key ad components, such as headlines and background images, in Ads Manager. Experiment with short vs. long text, actionable CTAs like “Shop Now,” and visually engaging elements like videos. Focus on one variable at a time to identify what works best, and use cookies and analytics tools to gather insights about online advertising performance.