Experiment context
Hypothesis. Higher bids were expected to raise Search impression share and top positions, increasing traffic and transactions despite higher CPC.
How the test ran. The analysis combines Google Ads visibility metrics with GA4 / calculated purchase metrics by region.
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 | Budget | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Conversions | Cost / conv. | Conv. value | All conv. | Transactions | First purchasers | Total revenue | CAC | CPO | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_project-delta_service5 | 220$ | 5,571 | 399 | 784.27$ | 7.16% | 1.97$ | 38.55% | 23.70% | 60.09% | 28 | 28.01$ | 662.02$ | 163.41 | 15 | 7 | 405.64$ | 112.04$ | 52.28$ | 1.75% | 1.75% |
| google_search_us_project-delta_service5_test-bids | 220$ | 6,349 | 532 | 1,572.45$ | 8.38% | 2.96$ | 58.49% | 36.49% | 70.48% | 23 | 68.37$ | 513.68$ | 154.14 | 13 | 7 | 352.35$ | 224.64$ | 120.96$ | 1.32% | 1.32% |
| change, % | — | 13.97% | 33.33% | 100.50% | 17.04% | 50.25% | 51.73% | 53.97% | 17.29% | -17.86% | 144.09% | -22.41% | -5.67% | -13.33% | 0.00% | -13.14% | 100.50% | 131.34% | -25.00% | -25.00% |
| google_search_eu_project-delta_service5 | 220$ | 6,117 | 637 | 1,371.75$ | 10.41% | 2.15$ | 72.53% | 33.14% | 84.92% | 29 | 47.30$ | 714.78$ | 154.77 | 20 | 12 | 447.45$ | 114.31$ | 68.59$ | 1.88% | 1.88% |
| google_search_eu_project-delta_service5_test-bids | 220$ | 4,298 | 579 | 1,771.69$ | 13.47% | 3.06$ | 83.60% | 48.62% | 89.19% | 42 | 42.18$ | 1,008.65$ | 248.65 | 28 | 16 | 776.33$ | 110.73$ | 63.27$ | 2.76% | 2.76% |
| change, % | — | -29.74% | -9.11% | 29.16% | 29.39% | 42.33% | 15.26% | 46.71% | 5.03% | 44.83% | -10.82% | 41.11% | 60.66% | 40.00% | 33.33% | 73.50% | -3.13% | -7.75% | 46.69% | 46.69% |
Conclusions
Higher bids improved visibility and CTR in both US and EU. Efficiency deteriorated in the US but improved in the EU, where transactions increased and CAC and CPO decreased; the bid increase should therefore be kept for EU and rolled back or redesigned for US.