The High-Stakes Game of LinkedIn Ads A/B Testing: A $60,459 Experiment

Introduction: The High-Stakes Game of LinkedIn Ads A/B Testing

LinkedIn Ads are a double-edged sword. They can either skyrocket your business or drain your budget, and there’s only one way to find out which side you’re on: A/B testing. We recently invested $60,459 to test LinkedIn Ads across four different industries. The results were nothing short of enlightening. Buckle up as we dissect our methodology, share our eye-popping findings, and reveal actionable insights that could be a game-changer for your LinkedIn Ads strategy.

Section 1: The Experiment Setup – More Than Just a Gamble

You can’t win a game you don’t understand. That’s why we meticulously planned our A/B test to ensure we’re not just throwing money into a black hole. We directed cold traffic to a one-size-fits-all landing page, not optimized for any industry. The goal? To identify Sales Qualified Leads (SQLs) through a long Typeform with a qualifying question. If they passed the test and booked a calendar slot, they were counted as an SQL. Simple, yet effective.

Table 1: Experiment Parameters
Parameter Description
Traffic Source Cold Traffic
Landing Page Not Optimized per Industry
SQL Criteria Typeform + Calendar Booking

Why These Parameters?

We chose these parameters to level the playing field. By not optimizing the landing page, we could truly test the raw appeal of our offer across industries.

Section 2: The Results – A Tale of Four Industries

The numbers are in, and they’re jaw-dropping. The cost of acquiring an SQL varied wildly between industries. Let’s break it down.

Table 2: A/B Test Results by Industry
Industry Ad Spend CTR CPM CPC SQLs Cost/SQL Conversion Rate
Tech $37,811.75 0.85% $78.73 $9.30 136 $278.03 5.89%
Ecom $12,364 0.45% $74.37 $16.55 15 $824.32 2.48%
Services $10,282.57 0.31% $53.82 $17.31 10 $1,028.26 1.96%

Key Takeaways

  • Tech is King: The tech industry not only had the lowest cost per SQL but also boasted the highest conversion rate.
  • Ecom’s Silver Lining: E-commerce defied expectations, performing decently despite common misconceptions.
  • Services, You’re Slacking: With the highest cost per SQL and the lowest conversion rate, the services industry needs a revamp.

Section 3: Lessons and Next Steps – The Roadmap to LinkedIn Ads Mastery

The most significant revelation from our experiment is the monumental role that landing page conversion rates play in the cost of acquiring an SQL. But that’s just the tip of the iceberg. Below, we delve into the nitty-gritty of what we learned and outline a comprehensive roadmap for your next LinkedIn Ads campaign.

The Importance of Landing Page Conversion Rates

A landing page is more than just a destination; it’s the first impression, the handshake, the elevator pitch. A slight increase in your landing page’s conversion rate can dramatically lower your cost per SQL. It’s not just about aesthetics; it’s about resonance, relevance, and engagement.

Table 3: Impact of Conversion Rate on Cost per SQL
Conversion Rate Cost per SQL (Tech) Cost per SQL (Ecom) Cost per SQL (Services)
2% $400 $1,200 $1,500
4% $200 $600 $750
6% $133 $400 $500

Key Insight: A mere 2% increase in conversion rate can halve your cost per SQL. That’s not just saving money; that’s making your campaign twice as effective.

Actionable Steps for Landing Page Optimization

  1. Personalize Content: Use dynamic content to tailor the landing page based on the visitor’s industry, role, or previous interactions with your brand.
  2. A/B Test Headlines: The headline is the first thing visitors see. Test different headlines to see which resonates the most.
  3. Improve Page Load Speed: A slow landing page can kill conversions. Optimize images, leverage browser caching, and minimize code.

Final Thoughts: The Never-Ending Journey

LinkedIn Ads are a constantly evolving landscape. What worked today might not work tomorrow. The key is to keep testing, learning, and optimizing. Your next game-changing insight could be just one A/B test away.

Further Reading:

If you found this deep-dive into LinkedIn Ads A/B Testing valuable, you won’t want to miss our other articles on LinkedIn Ads strategies and B2B marketingcheck them out now for more game-changing insights!

  1. How to Get Your First 1000 Followers on LinkedIn: A Step-by-Step Guide 
  2. How to Master Your LinkedIn Ads Strategy for Demand Generation
  3. Unlocking ROI with Account-Based Marketing via LinkedIn Ads – Case Study
  4. Guide to Mastering Cold Email Workflow To Get New Clients
  5. How to Choose the Best Email Finder Tool for Your Business: A Buyer’s Guide
Philip Ilic

Philip Ilic

B2B Growth Specialist

Phil helps B2B SaaS companies with growth marketing and is a deep specialist in Linkedin advertising and paid social more generally (Facebook, Twitter, LinkedIn). He runs a paid social agency called and is the founder of


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