Experiment context
Hypothesis. Fewer, more relevant headlines were expected to improve query fit, CTR, CR, CPO and CAC even if ad strength looked lower.
How the test ran. Google Ads ad metrics were checked against GA4 transactions to decide whether the relevance gain was real.
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 | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Session campaign | Transactions | Total revenue | First purchasers | Total revenue (first purchasers) | CPO | CAC | AOV | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_ww_project-gamma_service3_ret | 82 | 28 | 88.76$ | 34.15% | 3.17$ | 88.89% | 53.57% | 94.64% | 11.11% | 8 | 11.09$ | 208.28$ | 84.13% | 28.57% | google_search_ww_project-gamma_service3_ret | 17.00 | 724.75$ | 2.00 | 29.87$ | 5.22$ | 44.38$ | 42.63$ | 60.71% | 7.14% |
| google_search_ww_project-gamma_service3_ret_test-ads-strength | 40 | 12 | 40.76$ | 30.00% | 3.40$ | 93.75% | 43.33% | 93.33% | 6.25% | 4 | 10.19$ | 664.85$ | 87.50% | 33.33% | google_search_ww_project-gamma_service3_ret_test-ads-strength | 3.00 | 278.03$ | 0.00 | 0.00$ | 13.59$ | N/A | 92.68$ | 25.00% | 0.00% |
| — | -51.22% | -57.14% | -54.08% | -12.15% | 7.26% | 5.47% | -19.12% | -1.38% | -43.74% | -50.00% | -8.12% | 219.21% | 4.01% | 16.66% | — | -82.35% | -61.64% | -100.00% | -100.00% | 160.22% | N/A | 117.39% | -58.82% | -100.00% |
| google_search_eu_project-gamma_service3_c1 | 1,995 | 363 | 1,063.26$ | 18.20% | 2.93$ | 67.93% | 70.67% | 85.46% | 32.07% | 25.82 | 41.17$ | 1,157.61$ | 58.08% | 7.11% | google_search_eu_project-gamma_service3_c1 | 55.00 | 2,425.37$ | 19.00 | 1,008.29$ | 19.33$ | 55.96$ | 44.10$ | 15.15% | 5.23% |
| google_search_eu_project-gamma_service3_c1_test-ads-strength | 1,862 | 322 | 898.54$ | 17.29% | 2.79$ | 72.31% | 71.51% | 84.61% | 27.69% | 33.69 | 26.67$ | 1,176.60$ | 61.19% | 10.46% | google_search_eu_project-gamma_service3_c1_test-ads-strength | 23.00 | 913.74$ | 14.00 | 512.81$ | 39.07$ | 64.18$ | 39.73$ | 7.14% | 4.35% |
| — | -6.67% | -11.29% | -15.49% | -5.00% | -4.78% | 6.45% | 1.19% | -0.99% | -13.66% | 30.48% | -35.22% | 1.64% | 5.35% | 47.12% | — | -58.18% | -62.33% | -26.32% | -49.14% | 102.08% | 14.69% | -9.91% | -52.86% | -16.93% |
| google_search_us_project-gamma_service3_c1 | 1,153 | 165 | 647.62$ | 14.31% | 3.92$ | 59.06% | 53.11% | 76.35% | 40.94% | 14.75 | 43.91$ | 642.74$ | 45.09% | 8.94% | google_search_us_project-gamma_service3_c1 | 11.00 | 823.53$ | 7.00 | 559.78$ | 58.87$ | 92.52$ | 74.87$ | 6.67% | 4.24% |
| google_search_us_project-gamma_service3_c1_test-ads-strength | 1,024 | 141 | 561.40$ | 13.77% | 3.98$ | 61.24% | 53.04% | 79.18% | 38.76% | 13.91 | 40.36$ | 467.33$ | 48.47% | 9.86% | google_search_us_project-gamma_service3_c1_test-ads-strength | 7.00 | 237.14$ | 5.00 | 125.84$ | 80.20$ | 112.28$ | 33.88$ | 4.96% | 3.55% |
| — | -11.19% | -14.55% | -13.31% | -3.77% | 1.53% | 3.69% | -0.13% | 3.71% | -5.32% | -5.69% | -8.08% | -27.29% | 7.50% | 10.29% | — | -36.36% | -71.20% | -28.57% | -77.52% | 36.22% | 21.36% | -54.75% | -25.53% | -16.41% |
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Session campaign | Transactions | Total revenue | First purchasers | Total revenue (first purchasers) | CPO | CAC | AOV | CR (transactions) | CR (first purchasers) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_ww_project-beta_service3_ret | 325 | 102 | 298.82$ | 31.38% | 2.93$ | 81.51% | 37.82% | 95.80% | 18.49% | 24.17 | 12.37$ | 1,167.55$ | 78.08% | 23.69% | google_search_ww_project-beta_service3_ret | 40.00 | 2,349.99$ | 1.00 | 46.00$ | 7.47$ | 298.82$ | 58.75$ | 39.22% | 0.98% |
| google_search_ww_project-beta_service3_ret_test-ads-strength | 261 | 74 | 227.08$ | 28.35% | 3.07$ | 80.00% | 37.98% | 95.67% | 20.00% | 20 | 11.35$ | 1,185.84$ | 76.54% | 27.03% | google_search_ww_project-beta_service3_ret_test-ads-strength | 14.00 | 941.24$ | 1.00 | 147.05$ | 16.22$ | 227.08$ | 67.23$ | 18.92% | 1.35% |
| — | -19.69% | -27.45% | -24.01% | -9.66% | 4.78% | -1.85% | 0.42% | -0.14% | 8.17% | -17.25% | -8.25% | 1.57% | -1.97% | 14.10% | — | -65.00% | -59.95% | 0.00% | 219.67% | 117.12% | -24.01% | 14.44% | -51.76% | 37.84% |
| google_search_eu_project-beta_service3_c1 | 1,722 | 298 | 696.15$ | 17.31% | 2.34$ | 77.74% | 54.90% | 87.96% | 22.26% | 31.39 | 22.17$ | 1,125.67$ | 68.38% | 10.54% | google_search_eu_project-beta_service3_c1 | 25.00 | 918.86$ | 9.00 | 296.59$ | 27.85$ | 77.35$ | 36.75$ | 8.39% | 3.02% |
| google_search_eu_project-beta_service3_c1_test-ads-strength | 1,146 | 192 | 422.87$ | 16.75% | 2.20$ | 82.06% | 52.68% | 88.56% | 17.94% | 20.74 | 20.39$ | 684.95$ | 72.69% | 10.80% | google_search_eu_project-beta_service3_c1_test-ads-strength | 14.00 | 484.23$ | 11.00 | 263.33$ | 30.21$ | 38.44$ | 34.59$ | 7.29% | 5.73% |
| — | -33.45% | -35.57% | -39.26% | -3.24% | -5.98% | 5.56% | -4.04% | 0.68% | -19.41% | -33.93% | -8.03% | -39.15% | 6.30% | 2.47% | — | -44.00% | -47.30% | 22.22% | -11.21% | 8.47% | -50.30% | -5.89% | -13.08% | 89.70% |
| google_search_us_project-beta_service3_c1 | 1,410 | 195 | 742.83$ | 13.83% | 3.81$ | 65.17% | 40.81% | 86.26% | 34.83% | 28.84 | 25.76$ | 1,026.10$ | 56.21% | 14.79% | google_search_us_project-beta_service3_c1 | 17.00 | 545.15$ | 11.00 | 320.71$ | 43.70$ | 67.53$ | 32.07$ | 8.72% | 5.64% |
| google_search_us_project-beta_service3_c1_test-ads-strength | 1,165 | 181 | 685.69$ | 15.54% | 3.79$ | 66.43% | 38.37% | 87.84% | 33.57% | 34.63 | 19.80$ | 1,069.07$ | 58.39% | 19.13% | google_search_us_project-beta_service3_c1_test-ads-strength | 11.00 | 485.42$ | 7.00 | 275.43$ | 62.34$ | 97.96$ | 44.13$ | 6.08% | 3.87% |
| — | -17.38% | -7.18% | -7.69% | 12.36% | -0.52% | 1.93% | -5.98% | 1.83% | -3.62% | 20.08% | -23.14% | 4.19% | 3.88% | 29.34% | — | -35.29% | -10.96% | -36.36% | -14.12% | 42.66% | 45.06% | 37.61% | -30.29% | -31.44% |
Conclusions
Simplifying RSAs produced mixed outcomes by project and geography: some Ads conversion metrics improved, but GA4 transactions and first transactions did not rise consistently. Decisions should be made at campaign-group level using GA4 purchase efficiency, not ad strength alone.