As part of the Adava Care Google Ads engagement, a new set of "no-fee" ads was created and deployed to run alongside existing ads in an even rotation. The goal is to generate a direct, controlled performance comparison between the two ad variants — without relying on automated optimization tools that can obscure the reasoning behind results.
This test was set up by Sebastian using [1], which enabled bulk deployment of the new ad across all ad groups with a single copy-paste action.
The team deliberately chose a manual A/B rotation over automated ad optimization tools. The reasoning: automated tools make decisions without surfacing why one variant performs better, making it harder to extract strategic insight. Running ads on an even rotation preserves the ability to answer specific questions about what messaging is driving results.
"You're doing it so you can answer the question… that's the hardest thing when we're using tools that might be doing it for us. And then we have to just be like, well, why did it do that?"
— Melissa Cusumano, 2025-11-05 call