3 posts
Your ad platforms grade their own homework, and self-reported conversions quietly overstate paid impact. Here's a practical guide to B2B incrementality testing — geo holdouts, ghost-ad control tests, and platform conversion lift studies a lean team can actually run.
Demand Gen replaced Discovery Ads and absorbed Video Action Campaigns. With channel controls and Lookalike segments, it's now a credible top-funnel test for B2B teams over-indexed on LinkedIn. Here's how to run it as a controlled experiment.
Most LinkedIn creative A/B tests end inconclusive because the test campaigns share the same audience and compete in the auction. Here is how to isolate one variable, separate the audiences, and fund each cell so your test actually produces a winner.