Google ad strength buys more reach than sales, Adalysis finds

The telling comparison pairs two ads in one ad group, given equal budget and keywords but different ratings. In 63 per cent of those groups the higher-rated ad took more impressions, up from 56.8 per cent in the 2022 study. On conversion rate it led in only 45 per cent. Google says the rating plays no direct part in the auction; Search Engine Journal points out that this and which ad gets shown are separate questions.

Adalysis puts much of it down to pinning, which means fixing a headline in place. That lowers the grade, and advertisers often do it to qualify buyers, such as by showing a price. Among unpinned ads, click rates rose with the grade, and conversion rates generally did too.

AI copy tools sell the headline variety the grade rewards. Anyword Starter was $49 a month, or $39 on yearly billing, and AdCreative Starter was $39, or $20, at our 3 November check (how to set up a creative test).

Because the higher-rated ad collects 63 per cent more impressions in these pairs, a straight comparison of total conversions tilts towards it before the copy is judged, so a pinned ad deserves a verdict on conversions per impression.