How to Test Your Value Proposition Without Building Anything

What's an Ad Test?

It's not building prototypes. It's not recruiting users for interviews. It's creating targeted online ads that clearly articulate your value proposition to see if it resonates with your intended audience. 

No code. No development. Just a clear message and a simple call to action to measure genuine interest. 

Most teams jump straight to building. But sometimes, a £500 ad campaign can save you a £500,000 failed product launch.

How a healthcare client avoided a costly launch

A healthcare client was preparing to launch a new digital wellness platform aimed at helping employees manage stress. The internal team was convinced it would be a hit. After all, who doesn't want less stress at work? 

Before committing to the full build, we ran an Ad Test to validate demand with:

• Three different value propositions

• Two distinct customer segments

• A simple landing page measuring sign-up intent

The results were unexpected. While the general concept gained interest (decent click-through rates), there was a massive difference in how different audiences responded:

• HR directors: 0.8% CTR, 12% landing page conversion

• End users (employees): 2.5% CTR, 3% landing page conversion

This revealed a critical insight: employees showed interest but little commitment, while HR directors showed less initial interest but much higher commitment.

The team pivoted their approach, repositioning the product as a B2B solution sold to HR departments rather than a B2C wellness app. As a result, they developed exactly what their paying customers wanted and secured three enterprise clients before building the full platform.

How to run an Ad Test

To run this test, you'll need:

• A clear value proposition

• Budget for ad spend (typically £500-1,500)

• A simple landing page to measure conversion

1. Define what you're testing

Start by identifying the specific questions you want to answer:

• Is my value proposition compelling?

• Which customer segment responds best?

• What messaging drives the most engagement?

Be specific about what a "successful" result looks like before you start.

2. Create targeted ads

Craft ads that clearly communicate your value proposition. Consider testing variations:

• Different headlines and messaging

• Various customer pain points

• Multiple visual approaches (for social platforms)

3. Choose the right platform

The platform depends on your target audience:

• For B2B solutions, LinkedIn or Google Search

• For consumer products, Facebook/Instagram or Google

• For niche audiences, consider niche or industry-specific platforms

4. Set up proper measurement

Don't just track clicks—set up a complete measurement system:

• Click-through rates on ads

• Conversion rates on landing pages

• Engagement with specific elements

5. Analyse more than numbers

The most valuable insights often come from patterns, not just metrics:

• Which specific words or phrases drove higher engagement?

• What objections appeared in comments or feedback?

• How did different demographics respond?

Common mistakes to avoid:

• Setting budgets too low for statistical significance

• Creating landing pages that don't match the ad promise

• Focusing only on click-through rates without measuring deeper engagement

• Giving up after one attempt instead of iterating

Try this in the next week

Identify one new product or feature you're considering. Create three different value proposition statements for it. Run small ad campaigns (£50-100 each) testing the different messages. See which one resonates most with your target audience.

You'll get more insight from a week of targeted ads than months of internal debates about what customers want.