When should A/B testing be used in Google Ads campaigns?

A/B testing is a valuable practice in Google Ads campaigns specifically aimed at evaluating different ad variations. This method allows advertisers to compare two or more versions of an ad—such as different headlines, descriptions, or calls to action—to determine which one performs better in terms of user engagement and conversions. By systematically testing variations, advertisers can gather data on what resonates most with their target audience, enabling them to optimize their campaigns for better results.

While monitoring budget allocation, setting up conversion tracking, and finalizing keyword selection are all important components of managing a successful Google Ads campaign, they do not involve the comparative analysis of ad variations that defines A/B testing. Each of those tasks has its own distinct objectives and methodologies that are separate from the testing of ad creatives.