Ad quality uplift

Experiment context

Hypothesis. Improving ad quality from Average to Good was expected to increase Top % / Abs. Top %, CTR, CR and reduce CPA if relevance offset CPC pressure.

How the test ran. New and old ads ran in parallel from 04.12–28.12 in the same campaigns with fixed Google quality status; results were checked by project, region and direction.

Traffic split. 50/50.

Performance results 20 snapshots · Click to expand

N/A means the metric cannot be calculated because the baseline is zero or the metric does not apply; — means no source value was provided.

project-alpha — service7
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	533	10.69%	57	3.17$	180.74$	3.43	52.74$	6.01%	81.58%	24.01%	113.07$	69.95%	89.53%	62.64%	98.45%	61.73%	58.14%	106.24%	92.75%	97.07%	76.32%	125.72%
old	762	11.94%	91	3.22$	292.78$	5.90	49.64$	6.48%	84.04%	31.46%	89.94$	—	—	—	—	—	—	—	—	—	—	—

Result. Unsuccessful: CTR decreased 10.5%, conversions fell 42%, and CPA increased 6%; retain the old ad.

project-alpha — service10
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	26	3.85%	1	2.23$	2.23$	0$	0.00%	61.90%	28.57%	0$	118.18%	42.35%	50.00%	190.60%	95.71%	N/A	N/A	N/A	108.33%	100.00%	N/A
old eu	22	9.09%	2	1.17$	2.33$	0$	0.00%	57.14%	28.57%	0$	—	—	—	—	—	—	—	—	—	—	—
new us	11	18.18%	2	3.28$	6.55$	0$	0.00%	80.00%	30.00%	0$	91.67%	218.25%	200.00%	97.91%	195.52%	N/A	N/A	N/A	133.33%	75.00%	N/A
old us	12	8.33%	1	3.35$	3.35$	0$	0.00%	60.00%	40.00%	0$	—	—	—	—	—	—	—	—	—	—	—

Result. Inconclusive: the sample contains only a few clicks, so no rollout decision should be made.

EU — project-alpha — service9
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	2,197	11.29%	248	0.65$	160.34$	3.89	41.22$	1.57%	60.83%	31.43%	588.22$	133.88%	130.52%	174.65%	101.56%	176.35%	75.10%	234.74%	43.01%	117.30%	123.89%	216.59%
new	4,114	15.19%	625	0.63$	393.49$	25.73	15.29$	4.12%	62.60%	32.20%	1,318.68$	250.70%	175.61%	440.14%	98.44%	432.79%	496.72%	87.07%	112.88%	120.71%	126.92%	485.56%
old	1,641	8.65%	142	0.64$	90.92$	5.18	17.56$	3.65%	51.86%	25.37%	271.58$	—	—	—	—	—	—	—	—	—	—	—

Result. Partially successful in EU: variant 2 increased CTR 75%, increased conversions about 5×, and reduced CPA 13%; use variant 2 only.

US — project-alpha — service9
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	1,475	9.76%	144	1.42$	204.42$	2	102.21$	1.39%	57.62%	36.73%	398.68$	119.82%	141.45%	169.41%	100.00%	169.00%	53.48%	315.85%	31.59%	125.56%	150.90%	235.04%
new	2,928	13.56%	397	1.38$	548.05$	25.21	21.74$	6.35%	62.45%	33.30%	1,363.53$	237.86%	196.52%	467.06%	97.18%	453.08%	674.06%	67.18%	144.32%	136.09%	136.81%	803.87%
old	1,231	6.90%	85	1.42$	120.96$	3.74	32.36$	4.40%	45.89%	24.34%	169.62$	—	—	—	—	—	—	—	—	—	—	—

Result. Partially successful in US: variant 2 increased CTR 96%, increased conversions 6.7×, and reduced CPA 33%; use variant 2 only.

project-alpha — service11
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	111	18.02%	20	1.85$	36.91$	0	0$	0.00%	96.15%	36.54%	0$	60.00%	107.52%	64.52%	100.54%	64.81%	N/A	N/A	N/A	107.65%	117.61%	N/A
old eu	185	16.76%	31	1.84$	56.95$	0	0$	0.00%	89.32%	31.07%	0$	—	—	—	—	—	—	—	—	—	—	—
new us	83	15.66%	13	1.90$	24.67$	3.55	6.94$	27.34%	87.93%	22.41%	57.04$	98.81%	119.54%	118.18%	98.96%	116.81%	N/A	N/A	N/A	94.82%	205.41%	N/A
old us	84	13.10%	11	1.92$	21.12$	0	0$	0.00%	92.73%	10.91%	0$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: the new ads improved CTR and absolute-top visibility; replace the old ads.

project-alpha — service11
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	542	10.70%	58	1.82$	105.42$	3.27	32.26$	5.63%	67.94%	45.59%	53.37$	175.97%	183.22%	322.22%	100.00%	322.29%	N/A	N/A	N/A	99.77%	91.75%	N/A
old eu	308	5.84%	18	1.82$	32.71$	0	0$	0.00%	68.10%	49.69%	0$	—	—	—	—	—	—	—	—	—	—	—
new us	318	7.55%	24	1.83$	43.99$	0.50	87.98$	2.08%	54.84%	24.88%	17.99$	158.21%	116.69%	184.62%	102.81%	190.43%	49.02%	388.95%	26.50%	102.62%	108.65%	33.24%
old us	201	6.47%	13	1.78$	23.10$	1.02	22.62$	7.85%	53.44%	22.90%	54.12$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: the new ads received more traffic and improved CTR by roughly 10–15%.

project-alpha — service11
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	119	14.29%	17	1.96$	33.30$	3.06	10.87$	18.02%	88.06%	34.33%	36.12$	110.19%	118.69%	130.77%	103.70%	135.42%	N/A	N/A	N/A	98.30%	86.74%	N/A
old eu	108	12.04%	13	1.89$	24.59$	0	0$	0.00%	89.58%	39.58%	0$	—	—	—	—	—	—	—	—	—	—	—
new us	70	8.57%	6	1.96$	11.75$	1	11.75$	16.67%	93.75%	21.88%	35.98$	106.06%	113.06%	120.00%	100.00%	119.78%	N/A	N/A	N/A	120.12%	89.71%	N/A
old us	66	7.58%	5	1.96$	9.81$	0	0$	0.00%	78.05%	24.39%	0$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: CTR improved by roughly 8–15% with a balanced traffic split.

project-alpha — service11
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	402	12.94%	52	1.92$	99.78$	0	0$	0.00%	91.58%	33.17%	0$	820.41%	90.55%	742.86%	107.87%	802.74%	N/A	N/A	N/A	102.56%	92.89%	N/A
old eu	49	14.29%	7	1.78$	12.43$	0	0$	0.00%	89.29%	35.71%	0$	—	—	—	—	—	—	—	—	—	—	—
new us	348	14.94%	52	1.80$	93.41$	2	46.70$	3.85%	87.75%	17.16%	171.83$	1,513.04%	N/A	N/A	N/A	N/A	N/A	N/A	N/A	122.85%	60.06%	N/A
old us	23	0.00%	0	0$	0$	0	0$	0.00%	71.43%	28.57%	0$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: Google strongly preferred the new ads and CTR improved.

EU — project-beta — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	2,230	13.45%	300	0.38$	113.24$	14.32	7.91$	4.77%	92.44%	24.93%	804.23$	209.98%	81.61%	171.43%	100.00%	170.52%	137.96%	123.59%	80.44%	99.34%	89.68%	295.67%
old	1,062	16.48%	175	0.38$	66.41$	10.38	6.40$	5.93%	93.05%	27.80%	272$	—	—	—	—	—	—	—	—	—	—	—

Result. Unsuccessful in EU: CTR fell 18% and top visibility deteriorated; retain the old ad.

US — project-beta — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	4,119	13.72%	565	1.56$	878.73$	41.85	21$	7.41%	83.62%	49.60%	3,168.55$	180.82%	104.89%	189.60%	100.00%	188.88%	180.70%	104.58%	95.37%	99.12%	88.92%	342.46%
old	2,278	13.08%	298	1.56$	465.23$	23.16	20.08$	7.77%	84.36%	55.78%	925.23$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful in US: CTR improved about 5% with stable positions; retain the new ad.

project-beta — service9
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	2,197	11.29%	248	0.65$	160.34$	3.89	41.22$	1.57%	60.83%	31.43%	588.22$	133.88%	130.52%	174.65%	101.56%	176.35%	75.10%	234.74%	43.01%	117.30%	123.89%	216.59%
new eu	4,114	15.19%	625	0.63$	393.49$	25.73	15.29$	4.12%	62.60%	32.20%	1,318.68$	250.70%	175.61%	440.14%	98.44%	432.79%	496.72%	87.07%	112.88%	120.71%	126.92%	485.56%
old eu	1,641	8.65%	142	0.64$	90.92$	5.18	17.56$	3.65%	51.86%	25.37%	271.58$	—	—	—	—	—	—	—	—	—	—	—
new us	1,475	9.76%	144	1.42$	204.42$	2	102.21$	1.39%	57.62%	36.73%	398.68$	119.82%	141.45%	169.41%	100.00%	169.00%	53.48%	315.85%	31.59%	125.56%	150.90%	235.04%
new us	2,928	13.56%	397	1.38$	548.05$	25.21	21.74$	6.35%	62.45%	33.30%	1,363.53$	237.86%	196.52%	467.06%	97.18%	453.08%	674.06%	67.18%	144.32%	136.09%	136.81%	803.87%
old us	1,231	6.90%	85	1.42$	120.96$	3.74	32.36$	4.40%	45.89%	24.34%	169.62$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful selectively: keep only the best-performing new variant in each region.

project-epsilon — service3
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	1,241	17.65%	219	1.46$	319.31$	29.34	10.88$	13.40%	82.72%	42.93%	644.14$	73.83%	92.70%	68.44%	102.10%	69.59%	55.94%	124.34%	81.76%	104.29%	92.30%	49.81%
old	1,681	19.04%	320	1.43$	458.83$	52.45	8.75$	16.39%	79.32%	46.51%	1,293.25$	—	—	—	—	—	—	—	—	—	—	—

Result. Unsuccessful: CTR fell 7%, CR fell 18%, and CPA increased 24%; retain the old ads.

EU — project-epsilon — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	538	16.36%	88	0.84$	73.68$	1.50	49.12$	1.70%	87.54%	27.34%	51.36$	110.93%	94.46%	104.76%	107.69%	112.59%	75.00%	150.12%	71.43%	95.12%	85.76%	487.75%
old	485	17.32%	84	0.78$	65.44$	2	32.72$	2.38%	92.03%	31.88%	10.53$	—	—	—	—	—	—	—	—	—	—	—

Result. Unsuccessful in EU: the new ad lost top-of-page visibility; retain the old ad.

US — project-epsilon — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	536	9.89%	53	1.70$	90.12$	5	18.02$	9.43%	80.75%	42.64%	74.32$	119.64%	80.54%	96.36%	104.29%	100.79%	100.00%	100.78%	103.74%	103.21%	102.50%	14.95%
old	448	12.28%	55	1.63$	89.41$	5	17.88$	9.09%	78.24%	41.60%	497.01$	—	—	—	—	—	—	—	—	—	—	—

Result. Unsuccessful in US: CTR fell 19%; retain the old ad.

EU — project-delta — service5
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	318	12.89%	41	1.02$	41.83$	1	41.83$	2.44%	78.34%	33.64%	4$	54.83%	95.84%	52.56%	100.00%	52.49%	100.00%	52.49%	190.63%	100.29%	96.58%	32.00%
old	580	13.45%	78	1.02$	79.69$	1	79.69$	1.28%	78.11%	34.83%	12.50$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful in EU: CTR fell 5%, but CR nearly doubled; retain the new ad for its stronger purchase intent.

US — project-delta — service5
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	15	20.00%	3	0.90$	2.69$	0	0$	0.00%	78.57%	14.29%	0$	100.00%	150.04%	150.00%	95.74%	143.85%	N/A	N/A	N/A	91.67%	40.02%	N/A
old	15	13.33%	2	0.94$	1.87$	0	0$	0.00%	85.71%	35.71%	0$	—	—	—	—	—	—	—	—	—	—	—

Result. Inconclusive in US: only 15 impressions were recorded; keep the current setup until more data is available.

project-delta — service8
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	947	16.16%	153	2.30$	352.62$	3	117.54$	1.96%	91.17%	85.33%	102.46$	35.87%	126.94%	45.54%	96.64%	44.14%	150.00%	29.43%	326.67%	101.42%	113.37%	655.95%
old eu	2,640	12.73%	336	2.38$	798.82$	2	399.41$	0.60%	89.89%	75.27%	15.62$	—	—	—	—	—	—	—	—	—	—	—
new us	1,247	13.07%	163	2.82$	459.71$	2	229.86$	1.23%	69.29%	55.48%	52.17$	43.37%	111.80%	48.51%	101.44%	49.13%	23.64%	207.81%	48.81%	94.76%	110.58%	38.83%
old us	2,875	11.69%	336	2.78$	935.70$	8.46	110.61$	2.52%	73.12%	50.17%	134.35$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: CTR improved 8–12% and absolute-top visibility increased; roll out the new ads.

EU — project-delta — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	970	12.47%	121	0.86$	103.49$	14.53	7.12$	12.01%	87.14%	12.14%	549.29$	113.58%	84.54%	96.03%	103.61%	99.17%	75.21%	131.85%	78.34%	100.39%	123.63%	70.22%
old	854	14.75%	126	0.83$	104.36$	19.32	5.40$	15.33%	86.80%	9.82%	782.27$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful in EU: lower CTR was offset by a 23% improvement in absolute-top visibility.

US — project-delta — service6
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new	662	16.92%	112	2.09$	233.99$	12.08	19.38$	10.78%	87.79%	31.37%	637.84$	92.59%	151.21%	140.00%	105.56%	147.78%	167.55%	88.29%	119.51%	98.85%	97.45%	207.58%
old	715	11.19%	80	1.98$	158.34$	7.21	21.95$	9.02%	88.81%	32.19%	307.27$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful in US: CTR increased 50% with stable positions.

project-delta — service13
new/old	Impr.	CTR	Interactions	Avg. CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value	Impr.	CTR	Interactions	CPC	Cost	Conversions	Cost / conv.	Conv. rate	Impr. (Top) %	Impr. (Abs. Top) %	Conv. value
new eu	460	14.13%	65	2.56$	166.28$	2.66	62.42$	4.10%	93.85%	80.00%	64.30$	114.71%	96.06%	110.17%	109.87%	121.14%	266.00%	45.48%	242.60%	101.00%	98.26%	3,215.00%
old eu	401	14.71%	59	2.33$	137.26$	1	137.26$	1.69%	92.92%	81.42%	2$	—	—	—	—	—	—	—	—	—	—	—
new us	436	9.40%	41	2.13$	87.30$	0	0$	0.00%	80.86%	44.22%	0$	73.28%	111.90%	82.00%	102.90%	84.40%	0.00%	0.00%	0.00%	105.04%	111.67%	0.00%
old us	595	8.40%	50	2.07$	103.43$	1	103.43$	2.00%	76.98%	39.60%	23$	—	—	—	—	—	—	—	—	—	—	—

Result. Successful: performance was broadly unchanged, while the new ad achieved the stronger quality rating.

Conclusions

Overall verdict: mixed, with more wins than losses. Eight of 15 evaluated cases were successful, three were partially successful or region-specific, three were unsuccessful, and one was inconclusive. New ads performed most consistently in project-alpha service11; service9 required selecting only the best variant; service3/service5 results were mixed. A stronger Google quality rating was not a reliable standalone predictor of CTR or downstream conversion performance.