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Let’s face it—when it comes to A/B testing on LinkedIn Ads, most advertisers overcomplicate it or rely on tools that don’t deliver clean results.

We’re here to fix that.

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Here’s the simple, effective way we run A/B tests for our own campaigns and clients—without skewed data, inflated costs, or wasted impressions.‍

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The best way to A/B test on LinkedIn

Skip the “create test” feature for now.

The most reliable method is this:‍

Put multiple ad variations inside the same campaign.

‍That’s it.
For example, we might load:

• 2 video creatives
• 2 different versions of copy
  

All four ads live side-by-side in one campaign. Then we let the system do the rest—with the right settings.

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Use “Optimize for performance”— Not “rotate Ads evenly”

When setting up the campaign, LinkedIn gives us two delivery options:

• Rotate Ads Evenly
• Optimize for Performance (recommended)

The first one sounds fair in theory… but it’s flawed.

Why?

Because it doesn’t guarantee even impressions—just even entry into the auction.

Poor-performing ads get shown less and cost more.

We call it the “charge me more and show me less” button.
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That’s why we always leave Optimize for Performance turned on.

LinkedIn will rotate our ads, measure engagement, and start prioritizing the ones that resonate best.

Yes, one variation might get 40–50% of impressions—that’s the point.

It’s not a perfect split-test, but it is the fastest way to let performance guide optimization.‍

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What about LinkedIn’s A/B test feature?

We’ve tested it. And here’s the truth:

• It creates new ad objects
• It splits them into two separate campaigns
• That introduces too many variables (auction differences, budget pacing, etc.)

So while it sounds helpful, it rarely delivers clean, actionable insights.

We prefer to test inside a single campaign where conditions are controlled.

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Final tips

If you’re serious about A/B testing on LinkedIn, remember:

✔ Put all variations in one campaign

✔ Use “Optimize for Performance”

✔ Let the data decide your winner

❌ Don’t rely on “rotate evenly”

❌ Avoid LinkedIn’s built-in test tool for creative testing

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Want more expert tips like this?

We’ve built a full suite of resources to help you master LinkedIn Ads from setup to scale:

⬆️ Subscribe to our channel for weekly strategies: https://youtube.com/@b2linked

🎧 Check out the Podcast: b2linked.com/podcast

💪 Join the Courses & Community: b2linked.com/community-courses

Smart testing = better performance. Let’s keep it simple and effective.