B2B-focused ads were created for LinkedIn with similar layouts but different graphics and tag lines. Ads ran in the 8 states that AHL was licensed in at the time and primarily targeted mortgage loan officers (MLOs) and their managers. We also created artwork to target realtors but did not pursue a campaign. Targeting was based on “Job Title.”

The A/B test results showed the ad with the attractive lady outperformed the ad with the scruffy young guy celebrating a big win in every scenario. Data showed the creative that featured the lady captured nearly double the attention of the other ad.