[briandear]

If the ads were higher quality, the click through would improve but conversions wouldn’t. So it would drive up the acquisition costs even more — further making the point that this was a loser idea.

[lerchmo]

Hmm, this is not how improving ads has ever worked for me. Better ads = better performance.

[rchaud]

higher clickthroughs to the landing page would have zero incremental effect on conversions? How do you figure that?

why would anyone bother to A/B test ad copy or landing page CTAs if this were true?