How To Split Test Google Ads

Split testing serves as an effective method for enhancing your Google Ads campaign performance. It enables the comparison of various ad versions to identify the most successful one. In this article, we’re going to explore the process of conducting split tests on Google Ads and offer several recommendations for achieving success.

Step 1: Identify the Variables

The first step in split testing is to identify the variables you want to test. This could include anything from ad copy to landing pages to targeting options. Once you have identified the variables, you can create different ad variations that will be tested against each other.

Tip: Keep it Simple

When creating your ad variations, it’s important to keep things simple. You don’t want to overwhelm your audience with too many changes at once. Start with one variable and test different versions of that variable before moving on to the next.

Step 2: Set Up Your Test

Once you have identified your variables and created your ad variations, it’s time to set up your test. In Google Ads, you can create a split test by selecting “Drafts & Experiments” from the left-hand menu and then clicking on “Create Experiment.” From there, you can select the type of experiment you want to run and follow the prompts to set up your test.

Tip: Use a Control Group

When setting up your split test, it’s important to include a control group. This will allow you to compare your ad variations against a baseline of what your campaign would have performed like without any changes.

Step 3: Monitor Your Results

After your split test has been running for a sufficient amount of time, it’s time to monitor your results. In Google Ads, you can view your experiment results by selecting “Drafts & Experiments” from the left-hand menu and then clicking on “Experiments.” From there, you can see how each ad variation is performing compared to the control group.

Tip: Give it Time

It’s important to give your split test enough time to gather meaningful data. Depending on the size of your audience and the amount of traffic you receive, this could take anywhere from a few days to several weeks.

Step 4: Analyze Your Results

Once your split test has concluded, it’s time to analyze your results. Look for any patterns or trends that emerge and use this information to make informed decisions about your Google Ads campaign. If one ad variation performed significantly better than the others, consider making that version your new control group and testing different variables.

Tip: Don’t Be Afraid to Fail

Split testing is a learning process. Not every test will be successful, but each one provides valuable insights into what works and what doesn’t. Don’t be afraid to fail, as this is an important part of the optimization process.


Split testing is a powerful tool for optimizing your Google Ads campaign. By identifying variables, setting up tests, monitoring results, and analyzing data, you can make informed decisions that will help you achieve your advertising goals. Remember to keep things simple, use a control group, give it time, and don’t be afraid to fail.