I'm assessing the feasibility of serving up slightly different content based on the campaign ad that is clicked on. In many aspects, this will be similar in approach to serving up different languages or adaptive design for mobile, with different content having the same URL. However, I can't find any overt indications that Google actually supports this kind of behaviour, since it isn't based on language, nor user agent. Would such an approach be detrimental to the overall SEO results?
I'll add that I'm aware that it would be far more straightforward to simply create different URLs with the different content; I'm just investigating whether this would be a viable option.
EDIT: It is for a landing page. It's not so much for SEO purposes as to simply tailor the content to the user's interests (as demonstrated by the particular link they click on to get to the page itself). As @lucgenti points out it's similar in approach to a multivariate test, except it would be ongoing, not just for the duration of the test.