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.
Visual summary — best winning variants only
This summary keeps only the clearest winning ad-quality variants so the table points directly to rows worth reviewing in the detailed results.
Performance results
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| new eu | 26 | 3.85% | 1 | 2.23$ | 2.23$ | 0 | 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$ | 0.00% | 57.14% | 28.57% | 0$ | — | — | — | — | — | — | — | — | — | — | — |
| new us | 11 | 18.18% | 2 | 3.28$ | 6.55$ | 0 | 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$ | 0.00% | 60.00% | 40.00% | 0$ | — | — | — | — | — | — | — | — | — | — | — |
Result. Inconclusive: the sample contains only a few clicks, so no rollout decision should be made.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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%.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
| new/old | Impr. | CTR | Interactions | Avg. CPC | Cost | Conversions | CPA | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | Conv. value | Impr. | CTR | Interactions | CPC | Cost | Conversions | CPA | 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.
Conclusions
Overall verdict: mostly successful. New ads performed most consistently in game-1 service11 and game-4 service6/service8. US game-2 service6 improved CTR while maintaining stable positions, and EU game-4 service5 nearly doubled CR despite a small CTR decline. Retain the old ad for game-1 service7 and treat game-1 service10 as inconclusive because of the limited sample. A stronger Google quality rating should still be validated against CTR and downstream conversion performance before rollout.