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Keep the ad with higher CTR or the one with more conversions?
Posted by on October 17, 2022 at 10:46 amHi, I have a Google Ads ad testing question. We have two expanded text ads in an ad group, targeting the same keywords, that point to the same landing page. Both of the ads have “small business” messaging with similar headlines but the descriptions on ad B are more benefit focused.
These ads are our two lowest performers in the ad group and we’d like to pause one of them to make room for more testing. But I’m not sure which to pause: ad A has a higher conversion rate but ad B has a higher CTR. Since they point to the same landing page, does it make sense to pick the one with the higher CTR and trust that the conversions will come? Or, since our ultimate goal is conversions, should we pick the one with the higher CVR?
Here’s the data from the past 90 days:
||Impressions|Clicks|CTR|Conversions|CVR|
|:-|:-|:-|:-|:-|:-|
|Ad A|10,293|266|2.58%|5.22|1.96%|
|Ad B|2,833|113|3.99%|1|0.88%|From what I’ve seen, the difference in CTR is statistically significant but the difference in CVR isn’t.
This is B2B lead gen. Thanks in advance!
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1 Reply
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It’s worth pausing A a while and giving B some headroom since A is taking most of the impressions. (Google clearly favouring A and sometimes this can be at the expense of a better Ad.) Or put ads on strict rotation for a while.
If you need a decision now, my gut on these figures would say keep A though as it’s clearly slightly better converting and that might be down to ad text resonating better with buyers… Plus Google favouring it.
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Look at the cost per metrics.
The impressions between Ad A and Ad B is too far apart, and the conversion volume is too low to make a rational decision.
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You should consolidate this ad group into another one as this data is to small to know anything… especially after 90 days. There should be better ways to spend your time in an ad account then looking at such small amounts of data.
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I do not see comments yet but , i think 95% of Reddit Guys will tell you pause Ad B and go ahead with ad B which i am 100% agree.
But, most important thing in this case is Lead Quality:
How is the quality of leads in Ad B? If that 1 lead is more good than 5 leads in Ad B? So, it can make sense to continue with Ad B.
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Ideally, you should use conversions per impression to assess performance. More information here: [https://www.tenthousandfootview.com/5-brilliant-google-ads-hacks/](https://www.tenthousandfootview.com/5-brilliant-google-ads-hacks/)
Also, you don’t have enough conversions to choose a winning ad.
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I would keep the one with the lowest cost per lead or per acquisition of a new client or customer.
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I agree – I don’t think you have enough data for an informed decision yet. Also worth checking your settings to see if you’re account is preferring best performing ads or if it’s rotating evenly, especially if ad A is older than ad B – maybe Google isn’t giving your second ad the chance it needs.
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Check the leads, if they are good go with A.
Tbh to throw a curve ball out there, what i would likely do is run with A and also add a third, new ad, and remove B. If you did such a good job of A first time, you can improve on it! : ) -
Base it on where Facebook is pushing your spend, it will only spend money where it thinks conversions are most likely to occur.
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