What is the primary metric for determining a winning ad?

The primary metric for determining a winning ad is Click-Through Rate (CTR). CTR measures the percentage of people who see your ad and click on it, indicating how relevant and compelling your ad copy and creative are to the target audience. A high CTR suggests that your ad resonates well with users, leading to more traffic to your landing page. While a low Cost Per Click (CPC) is desirable, it doesn't alone guarantee a winning ad if the ad isn't generating clicks or conversions. Clicks are important, but CTR provides context by showing the proportion of impressions that resulted in clicks. Ad position is influenced by many factors, including bid and Quality Score, but a high position with a low CTR still indicates an underperforming ad.