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.
Visual summary — EU uplift
The EU test-bids slice is the region where greater auction visibility translated into the traffic, conversion and efficiency gains expected by the hypothesis.
Search impr. share+15.26%72.53% → 83.60%
Top-position visibility+46.71%Abs. Top impressions: 33.14% → 48.62%
CTR+29.39%10.41% → 13.47%
Transactions+40.00%20 → 28
First purchasers+33.33%12 → 16
CAC / CPO−3.13% / −7.75%Efficiency improved despite higher CPC
Performance results
| Campaign | Budget | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Conversions | CPA | Conv. value | All conv. | Transactions | First purchasers | Total revenue | CAC | CPO | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_game-4_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_game-4_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_game-4_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_game-4_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.