Creative Testing Framework for Local Service Ads

The testing mistake

Most accounts test random assets with no clear hypothesis. That creates noise, not insight.

Test in layers

Layer 1: Hook

Test the opening angle first.

• Outcome-driven
• Pain/problem-driven
• Proof-driven

Layer 2: Proof format

Once hook wins, test proof format.

• Before/after visuals
• Customer quote
• Process breakdown

Layer 3: CTA framing

Then test the ask.

• Book a site visit
• Request a quote
• Check availability

Cadence

• Launch 3 to 4 variants per test set.
• Let each variant reach meaningful spend.
• Kill clear losers fast.
• Promote one winner and open the next test layer.

Keep one control ad live

Always keep a known performer live so results stay anchored. Otherwise, account performance can swing wildly during test windows.

Creative review checklist

• Is the target customer obvious in first 3 seconds?
• Is the offer concrete?
• Is there visible proof?
• Is the next step clear?

Bottom line

Structured testing compounds. Random testing resets progress every week.