How Often Should You Test New Landing Pages in Google Ads?

A common misunderstanding I see from people who don't quite understand how Google Ads works is that optimizing a Google Ad campaign to increase performance is simply a matter of testing more landing pages... landing pages that don't really differ too much from each other.

Don't get me wrong, sometimes a new landing page variation can make a huge difference but unless you're changing and testing a major element of the page, like say the headline or price, a new landing page likely isn't going to make a big difference.

Also, "testing" requires your data reaching statistical significance , so unless you're willing to commit to the test long enough you're probably not going to be able to trust the test results. Without statistically significant data, the results can be chalked up to chance.

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