You’re "testing" constantly—but can’t point to what you learned.
Each test feels disconnected. Results aren’t documented, and a few weeks later nobody remembers what was tried or why.
Optimize Pillar · Testing for Paid Media
Stop running random "tests." Start running a testing program.
We help you define what to test, how to test it, and how to read the results—across creative, audiences and landing pages—so each experiment moves your strategy forward instead of just your spend.
- Prioritize the tests that actually matter for your funnel.
- Use simple, interpretable designs with enough power.
- Turn results into guardrails and playbooks, not just slides.
Works across Meta, Google, LinkedIn, TikTok and multi-channel funnels.
Why testing feels busy, not strategic
You don’t need more experiments. You need better ones.
The goal isn't to test everything—it's to learn the few big truths that change how you allocate budget and build creative.
Tests are underpowered or polluted.
You split budgets and audiences too thin, run tests too short, or change other variables mid-flight—so nothing is really conclusive.
Landing page testing and ad testing are misaligned.
Media and CRO run tests separately, which makes it hard to tell whether wins came from creative, offers or page changes.
There’s no clear backlog or roadmap.
Ideas come from everywhere and get launched ad hoc. High-impact hypotheses compete with random "what if we tried this" ideas.
What a paid media testing program looks like
A simple structure that keeps you learning every month.
We're not trying to run academic experiments in the wild. We're designing tests that give you directional, decision-ready insight without killing performance along the way.
Phase 1
Clarify objectives and constraints.
We define what "success" looks like for testing across channels, what volume you have to work with, and which metrics are allowed to move during tests.
Phase 2
Build a prioritized test backlog.
We sort hypotheses across creative, audiences and landing pages by expected impact, ease and confidence—then build a focused roadmap.
Phase 3
Design test structures and guardrails.
We specify budgets, durations, minimum sample sizes and analysis approaches so tests are interpretable, even if imperfect.
Phase 4
Operationalize and socialize learnings.
We define how results are documented, who reviews them, and how they change future campaigns, offers and product direction.