Creative and landing page tests your team can learn from.
Built for the era where Google AI Max rewrites your headline and Meta Andromeda picks the creative. Distinctive Brand Assets and a closed-loop learnings system, so creative output compounds while AI does its part.
Most pipelines look productive, assets shipping on schedule, calendar full, pages designed. Six months in, the team still cannot answer: which angle moves enquiries, which page section breaks trust, what to test next.
Google’s AI Max for Search matches buyers on search terms you never bid on, rewrites your headline and description per query (text customisation), and routes traffic to whichever URL on your site best matches the intent (final URL expansion). Meta’s Andromeda does the equivalent on the creative side. Both run AI-driven auctions where the page the buyer lands on is no longer something the marketer fully controls.
If you have one homepage, every query lands there. If you have a library of message-match LPs, AI Max routes by intent — and conversion compounds.
If your LP hero contradicts the AI-generated headline, CTR is fine but bounce-rate spikes. Continuity testing between ad copy and LP becomes the new lever.
AI Max can be constrained to specific URLs. Tested LPs with proven CVR earn the inclusion list. Untested LPs leak spend.
Translation for in-house teams: a single homepage with one hero is now structurally outclassed by a tested LP library. Volume of well-tested message-match pages is the new compounding asset. Every test we ship goes into the AI Max inclusion list, every winning hook becomes a Distinctive Brand Asset, every losing variant gets retired.
Anchored on Distinctive Brand Assets so volume reinforces the brand. Closed by a learnings loop so every test sharpens the next.
Distinctive Brand Assets
The recognisable, ownable elements that make a brand identifiable in 0.3 seconds, before the buyer reads a word. Methodology from the Ehrenberg-Bass Institute.
Performance creative
Concepts, hooks, and assets built to give platforms more to learn from. Volume reinforces the DBAs, never fragments them.
Landing page testing
Component-based variants for message-match, trust, and conversion. Same DBAs carried from ad to page so attention does not break.
Closed-loop learnings
Hypothesis, signal, outcome, next-test brief. The result of every test feeds the next, so creative output compounds instead of resets.
No LP starts from zero. Every LP teaches the next.
Quantitative + qualitative inputs feed the first test. PostHog reads what the page is doing. The next LP is built from what we learned.
Inputs. What we read before we build
We pull data from your Google Ads account (search terms, impressions, CTR, quality signals) and your existing landing page (CVR, scroll depth, drop-off, form abandonment). Then we layer on a qualitative review. Heuristics, brand-LP message-match, ad-to-page continuity, where the page asks too much too soon.
Generate the first test landing page
Built from the inputs above. Production-grade. In market within a week.
Apply PostHog. Behavioural + event analytics
PostHog instrumentation goes live with the page. Behavioural analytics (heatmaps, session replay, rage-click detection) shows where users hesitate, scroll past, or bail. Event analytics (clicks, form interactions, scroll milestones) shows what they actually do. We read both to identify exactly which copy weakens conviction and where conversions are breaking.
Generate the next landing page
Built from what PostHog showed. Sharper copy where users hesitated. Restructured sections where conversions broke. New hypothesis. New test.
In scope
- page section & component variants
- campaign-specific landing pages
- message-match pages
- conversion path improvements
- integration with existing analytics
Out of scope
- full website builds
- custom development
- calculators & portals
- complex backend integrations
- bespoke design systems
How does Google AI Max change landing page testing?
Google AI Max for Search introduces three behaviours that change the LP game. Search term matching expands the queries that trigger your ads beyond your keyword list. Text customisation rewrites your headline and description per query. Final URL expansion routes traffic to whichever URL on your site best matches the intent. Translation: a single homepage with one hero is now structurally outclassed by a tested library of message-match LPs. AI Max routes by intent — and conversion compounds when each tested LP carries proven CVR. Every test we ship goes into the AI Max URL inclusion list.
What are Distinctive Brand Assets and why do they matter?
Distinctive Brand Assets (DBAs) are the recognisable, ownable elements. Logo, colour, character, sonic, layout signature. That make a brand identifiable in a fast-scroll feed before the buyer reads a word. The methodology comes from the Ehrenberg-Bass Institute. Performance creative without DBAs is forgettable in 0.3 seconds. Every test we ship reinforces the DBAs we already know work.
What is closed-loop learning?
Every test ships with a hypothesis, a primary signal, and an outcome captured against that hypothesis. The result enters the learnings library, becomes the next test's brief, and informs the next creative production cycle. Test → ship → measure → learn → next test. No test starts from zero. No winning idea is forgotten. No losing idea is repeated.
What is performance creative?
Creative built to give Meta and Google more to learn from. Concepts, hooks, static and animated variants, ad copy, retargeting assets, and creative testing batches. Anchored on Distinctive Brand Assets so volume reinforces brand instead of fragmenting it.
What does landing page testing include?
Component-based campaign page variants for message-match, trust, and conversion. Hero, proof, CTA, FAQ section variants. Within monthly operating limits. Not full website builds, custom development, calculators, portals, or bespoke design systems.
Do you manage paid media as part of this?
Not in this offer. Works alongside your in-house media team or current agency. For media + creative + pages under one roof, see Performance Partner.
How many tests per month?
Cadence depends on media volume, tests need traffic to learn. Typical engagement runs 2 to 4 meaningful tests per month.