A high click-through rate (CTR) doesn't pay your bills—conversions do.

If your CTR is rising but your conversion rate drops, you've likely gone too broad or too sensational in your messaging. Your best CTR is the one that aligns perfectly with your ideal audience and leads to more qualified conversions, not just more clicks. Boosting your click-through rate isn't about gaming the system; it's about winning by writing better, more relevant ads for the right people.

Paid search can be a hard revenue stream to build and maintain, but it is a very effective way to drive traffic and generate leads and sales for your client. However, it is important to be realistic about the challenges involved and to be prepared to invest the time and resources necessary to be successful.