Study Finds Lower-Rated Google Ads Can Convert Better

Google gives more exposure to responsive search ads with higher Ad Strength ratings, but those ads do not consistently deliver better conversion results, according to research by Brad Geddes covering 5,900 accounts. The study found that the higher-rated ads converted better in 45% of cases.

The finding draws a distinction between Google’s assessment of an ad and its observed performance. Ad Strength is a rating applied to responsive search ads, while conversions reflect the results an advertiser is trying to achieve. The study suggests that the ad Google serves more frequently is not necessarily the one that converts better.

Pinning helps explain the difference, according to the research. In a responsive search ad, pinning allows an advertiser to specify where particular ad text appears. That makes it relevant when considering both how an ad is assembled and how its performance compares with another ad. The finding gives advertisers a reason to examine their use of pinning rather than relying on the rating alone.

The 45% figure should not be read as a prediction for every account or every pair of ads. It describes the outcome reported across the study, not a guarantee that a lower-rated ad will win an individual comparison. Advertisers assessing their own results still need to consider which ads were served and how each performed against the conversion objective being measured.

The study also highlights why exposure and conversion performance should be considered separately. An ad can receive more serving opportunities without being the stronger converter in a comparison. Looking only at Ad Strength, or only at which ad appears more often, would leave out part of the picture for an advertiser evaluating responsive search ads.

What this means for marketers

Review conversion results alongside Ad Strength and ad serving, rather than treating the rating as a substitute for performance. When comparing responsive search ads, note whether text is pinned and consider testing changes against the outcome that matters to the account. Use the study as a prompt to investigate account-level results, not as a rule that lower ratings are preferable.