Higher-rated RSAs get more impressions, not more conversions

A study summary published by Search Engine Journal reports Adalysis co-founder Brad Geddes's analysis of more than 5,900 Google Ads accounts. The question is whether the ad strength rating of a responsive search ad (RSA) reflects real performance.

Does Google show higher-rated ads more often?

According to the study, yes. In ad groups with two RSAs sharing the same keywords, bids and budget, the higher-rated ad received more impressions in 63% of ad groups. Google's help page says ad strength is not used directly in the auction. Geddes's reading rests on observational data, and Google may not share it.

Does the higher-rated ad convert better?

Not always. The higher-rated ad had the higher conversion rate in only 45% of ad groups, and the higher click-through rate in 52.5%. Cost per acquisition ran 11.8% higher on average for higher-rated ads. Geddes attributes much of the gap to pinning: ads that pin a price or a required disclaimer get lower ratings but can convert better because they filter clicks. Among unpinned ads, click-through rate rose as the rating rose.

What should advertisers in Turkey do?

Brands and agencies managing Google Ads accounts can set up their ad tests as follows before the busy campaign season:

• List which ads in each ad group contain pinned headlines; if pinning is deliberate, do not treat a lower rating as a problem on its own.
• Decide A/B tests on conversions and acquisition cost, not on ad strength; do not read the impression gap as a result.
• For unpinned ads, try increasing headline and description variety; the study shows the rating tracks performance more closely for them.
• In sectors that need mandatory disclaimers (health, finance, real estate), track the pinned ad as a separate test.