Experiment context
Hypothesis. Reducing RSA headline count and tightening pins was expected to increase relevance and CR, especially for first transactions, without materially hurting auction position.
How the test ran. Google Ads and GA4 were checked together because platform conversion signals and real transactions could diverge.
Traffic split. 50/50.
Performance results
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.
| Campaign | Ad group | Impr. | Interactions | Interaction rate | Avg. CPC | Cost | Conversions | Cost / conv. | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | CTR | Conv. value | Avg. CPC | Session Google Ads campaign | Session Google Ads ad group name | Transactions | First purchasers | CPO | CAC | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_eu_project-gamma_service9_c1 | service9_service6 | 6,556 | 694 | 10.59% | 1.87$ | 1,298.12$ | 24 | 54.09$ | 3.46% | 65.25% | 52.23% | 10.59% | 1,057.96$ | 1.87$ | google_search_eu_project-gamma_service9_c1 | service9_service6 | 11 | 5 | 118.01$ | 259.62$ | 1.59% | 0.72% |
| google_search_eu_project-gamma_service9_c1_test-ads-strength | service9_service6 | 6,496 | 684 | 10.53% | 1.89$ | 1,290.83$ | 33.25 | 38.82$ | 4.86% | 67.90% | 53.17% | 10.53% | 1,987.22$ | 1.89$ | google_search_eu_project-gamma_service9_c1_test-ads-strength | service9_service6 | 20 | 11 | 64.54$ | 117.35$ | 2.92% | 1.61% |
| — | — | -0.92% | -1.44% | -0.57% | 1.07% | -0.56% | 38.54% | -28.23% | 40.46% | 4.06% | 1.80% | -0.57% | 87.84% | 1.07% | N/A | N/A | 81.82% | 120.00% | -45.31% | -54.80% | 84.48% | 123.22% |
| google_search_us_project-gamma_service9_c1 | service9_service6 | 6,341 | 422 | 6.66% | 3.01$ | 1,269.35$ | 17 | 74.67$ | 4.03% | 50.93% | 39.78% | 6.66% | 386.21$ | 3.01$ | google_search_us_project-gamma_service9_c1 | service9_service6 | 18 | 6 | 70.52$ | 211.56$ | 4.27% | 1.42% |
| google_search_us_project-gamma_service9_c1_test-ads-strength | service9_service6 | 5,298 | 348 | 6.57% | 3$ | 1,045.34$ | 17.33 | 60.31$ | 4.98% | 51.09% | 39.69% | 6.57% | 729.02$ | 3$ | google_search_us_project-gamma_service9_c1_test-ads-strength | service9_service6 | 11 | 6 | 95.03$ | 174.22$ | 3.16% | 1.72% |
| — | — | -16.45% | -17.54% | -1.35% | -0.33% | -17.65% | 1.94% | -19.23% | 23.57% | 0.31% | -0.23% | -1.35% | 88.76% | -0.33% | N/A | N/A | -38.89% | 0.00% | 34.76% | -17.65% | -25.89% | 21.26% |
| google_search_eu_project-gamma_service9_c1 | service10_service6 | 963 | 123 | 12.77% | 1.65$ | 203.07$ | 2 | 101.54$ | 1.63% | 62.71% | 51.55% | 12.77% | 93.78$ | 1.65$ | google_search_eu_project-gamma_service9_c1 | service10_service6 | 1 | 0 | 203.07$ | N/A | 0.81% | 0.00% |
| google_search_eu_project-gamma_service9_c1_test-ads-strength | service10_service6 | 723 | 82 | 11.34% | 1.72$ | 140.84$ | 2 | 70.42$ | 2.44% | 59.57% | 49.68% | 11.34% | 126.65$ | 1.72$ | google_search_eu_project-gamma_service9_c1_test-ads-strength | service10_service6 | 2 | 1 | 70.42$ | 140.84$ | 2.44% | 1.22% |
| — | — | -24.92% | -33.33% | -11.20% | 4.24% | -30.64% | 0.00% | -30.65% | 49.69% | -5.01% | -3.63% | -11.20% | 35.05% | 4.24% | N/A | N/A | 100.00% | N/A | -65.32% | N/A | 200.00% | N/A |
| google_search_us_project-gamma_service9_c1 | service10_service6 | 637 | 63 | 9.89% | 2.96$ | 186.32$ | 2 | 93.16$ | 3.17% | 60.38% | 46.09% | 9.89% | 96.54$ | 2.96$ | google_search_us_project-gamma_service9_c1 | service10_service6 | 2 | 2 | 93.16$ | 93.16$ | 3.17% | 3.17% |
| google_search_us_project-gamma_service9_c1_test-ads-strength | service10_service6 | 475 | 43 | 9.05% | 2.76$ | 118.56$ | 0 | 0$ | 0.00% | 60.28% | 43.90% | 9.05% | 0$ | 2.76$ | google_search_us_project-gamma_service9_c1_test-ads-strength | service10_service6 | 0 | 0 | N/A | N/A | 0.00% | 0.00% |
| — | — | -25.43% | -31.75% | -8.49% | -6.76% | -36.37% | -100.00% | -100.00% | -100.00% | -0.17% | -4.75% | -8.49% | -100.00% | -6.76% | N/A | N/A | -100.00% | -100.00% | N/A | N/A | -100.00% | -100.00% |
| Campaign | Ad group | Impr. | Interactions | Interaction rate | Avg. CPC | Cost | Conversions | Cost / conv. | Conv. rate | Impr. (Top) % | Impr. (Abs. Top) % | CTR | Conv. value | Avg. CPC | Session Google Ads campaign | Session Google Ads ad group name | Transactions | First purchasers | CPO | CAC | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_eu_project-gamma_service7 | service7_service6 | 966 | 100 | 10.35% | 2.61$ | 260.68$ | 1 | 260.68$ | 1.00% | 63.49% | 47.62% | 10.35% | 57.78$ | 2.61$ | google_search_eu_project-gamma_service7 | service7_service6 | 4 | 0 | 65.17$ | N/A | 4.00% | 0.00% |
| google_search_eu_project-gamma_service7_test-ads-strength | service7_service6 | 1,524 | 160 | 10.50% | 2.67$ | 426.92$ | 7.50 | 56.92$ | 4.69% | 65.36% | 46.62% | 10.50% | 326.56$ | 2.67$ | google_search_eu_project-gamma_service7_test-ads-strength | service7_service6 | 4 | 3 | 106.73$ | 142.31$ | 2.50% | 1.88% |
| — | — | 57.76% | 60.00% | 1.45% | 2.30% | 63.77% | 650.00% | -78.16% | 369.00% | 2.95% | -2.10% | 1.45% | 465.18% | 2.30% | N/A | N/A | 0.00% | N/A | 63.77% | N/A | -37.50% | N/A |
| google_search_us_project-gamma_service7 | service7_service6 | 570 | 68 | 11.93% | 4.07$ | 276.77$ | 11 | 25.16$ | 16.18% | 62.05% | 41.00% | 11.93% | 384.84$ | 4.07$ | google_search_us_project-gamma_service7 | service7_service6 | 13 | 2 | 21.29$ | 138.38$ | 19.12% | 2.94% |
| google_search_us_project-gamma_service7_test-ads-strength | service7_service6 | 1,214 | 117 | 9.64% | 4.14$ | 484.45$ | 4 | 121.11$ | 3.42% | 63.83% | 42.11% | 9.64% | 173.85$ | 4.14$ | google_search_us_project-gamma_service7_test-ads-strength | service7_service6 | 3 | 2 | 161.48$ | 242.22$ | 2.56% | 1.71% |
| — | — | 112.98% | 72.06% | -19.20% | 1.72% | 75.04% | -63.64% | 381.36% | -78.86% | 2.87% | 2.71% | -19.20% | -54.83% | 1.72% | N/A | N/A | -76.92% | 0.00% | 658.49% | 75.04% | -86.59% | -41.88% |
Conclusions
Using fewer, more tightly pinned RSA assets did not create a consistent improvement across both tested directions. The effect depended on the campaign group, so the simplified RSA should only be retained where GA4 transactions and efficiency improved, rather than applied account-wide.