Always Be Testing! (Optimising Is Fine. Testing Is Better.)

Hi there, it’s Chris here from PPC Geeks. If there’s one phrase that sums up how we approach PPC, it’s this: always be testing. It isn’t just about split-testing ad copy or button colours (though sure, those help). It’s about having a mindset of proactive experimentation and continual improvement.

A lot of accounts we audit have become stagnant. They’ve been left to run with the same ads, same keywords, same landing pages. That’s not strategy. That’s sleepwalking.

When we talk about the testing approach, we mean:

• Changing headlines and descriptions in ads
• Trying different landing page formats
• Adjusting bids, budgets, audiences
• Moving money to what’s working

Small tests stack up. A 1% improvement here, 2% there – over time they compound. But occasionally, you need a big swing. Sometimes we tell clients: if you want bigger results, you’ll need to test something completely different. Start from scratch. Reframe the whole approach.

What Should You Test?

Short answer: anything that influences performance.

Longer answer: Start with what’s easiest to change and measure. Then work your way up to bolder tests. For example:

• Don’t just swap ad copy – change the offer
• Don’t just split-test one landing page image – try sending users to a completely different page with a new structure

We even go further. It’s not just about which ad gets the most clicks – it’s about what drives revenue. That means looking past Google’s metrics and asking, which keywords and ads actually lead to conversions?

And then, more importantly: which ones lead to profitable conversions?

The Problem With Most Tests

Most tests are flawed because:

• People change too many things at once (you won’t know what worked)
• They stop the test too early
• They focus on clicks, not conversions

Also, don’t get seduced by small sample sizes. Seeing 2 conversions on one version and none on another doesn’t mean anything if that’s just 50 users. Wait for real data.

And Here’s the Reality Check

Yes, some tests costs money. But a lot doesn’t.

• You can test headlines without extra budget
• You can test page structure with a free A/B tool
• You can test audiences inside your existing campaign budget

We often tell clients: put aside 10-15% of your spend as a test pot. If you want better results, you need to give yourself room to find them.

And no matter your size or budget, there is always something to test.

Here’s the thing…

We audit dozens of accounts a month. Most aren’t testing anything. That’s a red flag. PPC isn’t a set-and-forget channel. Your competition is testing. The algorithms are evolving. What worked 6 months ago might not work now.

You don’t need to throw out the rulebook, but you do need to challenge your assumptions. Regularly.

Test smarter. Test often. Track the right outcomes.

That’s how you grow.

Need help? Start with an audit from our team – you’ll get simple, actionable insights fast.

Cheers!

~ Chris

Co-Founder & Chief Geek

PPC Geeks ~ The UK’s leading specialist PPC Agency.