A/B Testing & First Paid Ad Campaign

In early 2025, we launched Tanked’s first major paid advertising campaign to build brand awareness and drive conversions for their on-demand fuel delivery service. With a budget under $800, I led a full A/B testing strategy using Meta Ads Manager and analyzed performance in Excel to identify what messaging and content worked best across audience segments.

Objective:
- Increase conversions through tailored messaging
- Optimize ad spend by demographic
- Determine the most effective content format (Reels vs. Graphics)

Approach:
- We tested four messaging styles - Reliability, Convenience, Humor, and Educational - across three audience groups:
1. Women (35–64)
2. Men (35–64)
3. Gen Z (18–34)
- We also compared Reels vs. Graphics to find the most engaging format.

Key Insights
- Women 35–54: Best with Reliability + Educational Reels
- Women 55–64: Responded to Convenience + Humor Reels
- Men 35–44: Engaged with Convenience + Funny Graphics
- Men 45–64: Converted best with Reliability + Educational Graphics
- Gen-Z: Strongest results from Educational Reels
- Reels outperformed Graphics across all segments, especially younger users. Reliability messaging worked best for women, while Convenience performed better for men.

Takeaway:
- This campaign established a data-backed strategy for Tanked’s future paid ads. By using segmentation, creative testing, and budget-conscious execution, we created a scalable blueprint for targeting, content development, and ad spend optimization.