🎭 Hubspot’s creative testing strategy

Hubspot validates lead magnets in Ads Manager by A/B testing different copy and creative. Here’s a campaign launched in October 2023:

Ryan’s observations:

• Best practice A/B testing: Each of the 2 copy variants is being tested with all 4 creative variants.

• Broad targeting: This campaign targeted ages 20-64, excluding the 65+ option. It’s unclear if any interest targeting or LALs were used.

• Single aspect ratio: Only the 1:1 variant was used. They only targeted Facebook and Instagram, excluding Audience Network and Messenger. Perhaps this campaign was testing feed placements only, which is where 1:1 creatives look best.

From what I can tell, there were no other campaigns launched on the same day. This suggests Hubspot was independently testing this “IG for Business” offer.

I see similar testing campaign structures for other lead magnets.