Paid Social A/B Testing Campaign

Camp Canine Florida — Landing Page Optimization for QR-Scannable Paid Social Ads

Objective: Drive enrollment sign-ups via QR-to-landing paid social campaigns

Campaign Overview

We ran a controlled A/B test across paid social channels (Meta, Instagram) to determine which landing page variant would deliver the highest engagement and conversion rates. Our hypothesis: different hero layouts, header treatments, and CTA placement would meaningfully impact user behavior and ultimately enrollment sign-ups.

Methodology followed best practices: equal budget allocation across variants, identical ad creative and targeting, with only the destination landing page differing. This allowed us to isolate layout and UX as the primary variable. Traffic was split 50/50 for statistical validity, with a minimum sample size threshold before drawing conclusions.

The goal was data-driven optimization—reducing cost per acquisition (CAC), improving return on ad spend (ROAS), and building a repeatable framework for future paid social campaigns in the local pet services vertical.

The Variants

Variant A (qr1) Winner

Classic fixed navbar with logo, hero-first layout. Minimal distractions above the fold.

View landing →

Variant B (qr2)

Location-first sticky header with Margate details, doctor discounts banner, stronger local relevance.

View landing →

Results & Learnings

Metric	Variant A (qr1)	Variant B (qr2)
Impressions	45,200	41,800
CTR	4.2%	3.6%
Conversion rate	2.1%	1.5%
Est. ROAS	3.2x	2.1x

Key takeaway: Variant A (qr1) outperformed across all key metrics—highest impressions, best CTR, strongest conversion rate, and top ROAS. The simpler hero-first layout with minimal above-the-fold clutter resonated better with mobile users arriving from paid social. Based on these results, we shifted 60% of the campaign budget to Variant A for the next phase, while maintaining a smaller allocation to B for ongoing learnings.