When it comes to paid advertising for your dealership, performance obviously matters. You’re investing time, budget, and creative energy into each campaign, but how do you know what’s working and what’s not?  

One answer: A/B testing, a data-driven strategy that allows you to easily compare two versions of your ads to see which one performs better. When done correctly, it can help you fine-tune your messaging, boost click-through rates, and ultimately convert more shoppers. 

A/B testing is a powerful, accessible tool that every dealership can (and should) use across digital platforms, as small, data-backed tweaks to your ads can make the difference between being seen and being skipped.

Make Smarter Ad Decisions with Results You Can Actually Measure

Whether you’re promoting a limited-time lease offer, advertising your latest trade-in tool, or retargeting recent website visitors, A/B testing allows you to make decisions based on proven performance rather than just gut feelings. 

Instead of guessing which version of your ad will resonate more, you can use A/B testing for key elements like: 

• Headlines
• Calls to action
• Images or videos
• Ad copy length and tone
• Audience targeting
• Button placement (on landing pages)
• Offer strategy 

With just a few small changes, you can uncover what gets your customers to stop scrolling, click, and convert. Over time, these small insights can add up to impressive results in both lead quality and ROI. 

Let’s explore how to set up A/B tests the right way, and how they can help drive more qualified leads into your showroom.

Start Simple: What Makes a Good A/B Test?

You don’t need to be a data analyst to run a strong test. What you do need is a clear objective, a single variable to test, and ample time (and budget) to collect actionable results. 

Choose one variable at a time. Want to test your offer headline? Sounds great—just make sure that it’s the only difference between version A and version B. If you change multiple elements, it’s impossible to tell which one made the difference. 

Let the data run. Calling a winner too early can cause misleading results. Depending on your traffic volume and the channels involved, it’ll typically take 1-2 weeks to gather reliable insights. 

Use meaningful metrics. Instead of just tracking impressions, focus on results that align with your dealership’s goals, like click-through rates, form submissions, phone calls, scheduled test-drives, service appointments, repair order revenue, vehicles sold, and overall ROI. Affinitiv offers a comprehensive suite of tools to support A/B testing across digital platforms and beyond, making it easier to monitor performance, compare results, and make smarter marketing decisions across every channel.

Where Should You Run A/B Tests?

Almost anywhere you’re running digital ads. Some of the top places to start testing your creative include: 

Facebook and Instagram Ads 

Test different social ad formats (like carousel vs. video), headlines, CTAs, and audience segments. You might discover that a “Value Your Trade” campaign outperforms a general lease ad, or that a shorter headline increases engagement by 25%. 

Google Search Ads 

Switch up your ad copy or test new keyword variations. Google Ads’ built-in experiments feature makes it easy to A/B test and compare results. 

Display Ads or Retargeting Campaigns 

Test visuals here, like colors, images, and even CTAs like “Shop Offers” vs. “Claim Deal.” Small tweaks can lead to big differences in conversion. 

Landing Pages 

Yes, you can A/B test beyond the ad itself. Once a shopper clicks, test different landing page layouts, button colors, or forms to see what keeps them engaged and drives action.

What A/B Testing Can Tell You (That Gut Feelings Can’t)

It’s easy to assume that we know what will appeal to car shoppers. But real results often challenge expectations. Maybe the ad with less copy performs better. Maybe a softer call to action like “Explore Offers” outperforms “Claim Now.” Or maybe your hybrid and electric vehicle audience engages more with a clean, modern design versus a flashy one. 

Every test you run builds your dealership’s knowledge of what actually works. That means smarter ad spend, better engagement, and more qualified leads.

Real Results Start with Real Data

Ultimately, A/B testing empowers your dealership to create more effective ads with confidence. Instead of running campaigns and hoping for the best, you’re making intentional, informed decisions that improve performance over time. 

It’s not about doing more marketing—it’s about doing marketing better.

The Right Tools Can Make It Simple

While managing your own ad testing can feel like a lot, it doesn’t have to be. The right marketing tools and partnerships can simplify the process, from setting up tests to analyzing results. At Affinitiv, we help dealerships of all sizes run smarter, data-backed campaigns across the digital landscape. 

Want to learn how A/B testing can improve your next ad campaign? Reach out to us today.