Optimizing Paid Social Strategy With A/B Testing

Kubota, a leading equipment manufacturer, sought to optimize its paid social advertising efforts on Meta, where 24% of its audience were daily users. The goal was to determine whether performance or brand messaging would most efficiently drive leads.

Goodway conducted a phased A/B test to compare Kubota’s Meta ad creative, utilizing consistent imagery across performance and brand ads. After analyzing the A/B test data, the team optimized Kubota's ad planning and creative approach, shifting messaging from performance to branded copy, which enabled more robust ad targeting capabilities within the Meta platform.

The A/B test showed Kubota’s performance and brand ads drove similar clicks and landing page views. Yet with more interest and look-alike targeting options available on the Meta platform for brand ads, those demonstrated the potential for greater Meta audience reach. Goodway also tested interest targeting variations to determine the top-performing ads and used those insights to enhance Kubota’s Meta advertising strategy and execution for the year.