Introduction

In the evolving landscape of digital marketing, the battle between artificial intelligence (AI) and human creativity increasingly captures the spotlight. One of the most intriguing arenas for this rivalry is advertising, particularly when it comes to crafting compelling Google Search Ads. Our recent experiment set out to directly compare AI-generated ads against their human-written counterparts. The goal was to determine which could drive better performance in terms of conversions, cost-efficiency, and overall return on ad spend (ROAS).

So, who came out on top? We delved into the data from a 72-day experiment covering three distinct ad groups, each featuring both AI-generated and human-written ads. In this blog post, we'll reveal the findings that could shape the future of your advertising strategies.

Methodology

To ensure a fair comparison, we created three ad groups with two ads each: one written by our PPC team (ESC Copy) and another generated by ChatGPT (AI Copy). These were rotated indefinitely to eliminate any optimization bias, allowing each variant an equal opportunity to perform. Our criteria for success included metrics like conversions, conversion value, and ROAS, all while adhering to an established budget.

Experiment Results

Ad Group 1

Performance Overview

Ad Group 1 yielded some of the most compelling insights. Notably, the human-written ESC ads, despite spending 33% more, received 43% fewer impressions and 29% fewer clicks compared to the AI ads. This resulted in a 88% higher cost per click (CPC). However, ESC ads made a remarkable comeback in deeper metrics, such as:

CTR (Click-Through Rate): ESC ads achieved a 23% higher CTR.
Conversions: ESC ads registered 298% more conversions.
Conversion Rate: Resulted in 462% higher conversion rates.
Cost-Per-Conversion: Lower by 66%.
Conversion Value: ESC Ads generated 478% more value.
ROAS: The return on ad spend was 334% higher for ESC ads.

Ad Group 2

Performance Overview

The ESC ads in Ad Group 2 showed considerable differences in budget allocation, spending 263% more than the AI ads. This increased budget allowed them to secure:

Impressions: 222% more impressions.
Clicks: 285% more clicks.
CPC: 6% lower cost per click.
CTR: 19% higher CTR.

Even with these click-related metrics, the true performance lay within:

Conversions: 165% more for ESC ads.
Conversion Rate: Lower by 31%.
Cost-Per-Conversion: 37% higher for ESC ads.
Conversion Value: Esc ads still generated 360% more value.
ROAS: 27% higher than the AI ads.

Ad Group 3

Performance Overview

In Ad Group 3, the ESC ads spent 56% more but garnered significant gains in the following areas:

Impressions: 43% more impressions.
Clicks: 49% more clicks.
CPC: 5% higher.
CTR: 4% higher.
Conversions: 208% more conversions.
Conversion Rate: 107% higher.
Cost-Per-Conversion: Lower by 49%.
Conversion Value: Esc ads generated 167% more value.
ROAS: 71% higher.

Combined Analysis

When merging data from all three ad groups, the overall performance enhancement by ESC ads became evident:

Impressions: 36% more impressions.
Clicks: 50% more clicks.
CPC: 25% higher for ESC ads.
CTR: 10% higher click-through rate.
Conversions: 214% more conversions.
Conversion Rate: 109% higher.
Cost-Per-Conversion: 40% lower.
Conversion Value: 360% higher.
ROAS: 144% better return on ad spend.

The human-written ESC ads demonstrated their superior effectiveness across the board, notably in conversions and overall value generated.

Discussion

While AI-generated ads offered some promising metrics, especially in terms of initial reach and cost-efficiency per click, human creativity ultimately surpassed AI in driving actions that matter most—conversions, conversion values, and return on ad spend. This suggests that while AI can serve as an efficient tool for reaching broader audiences quickly, the nuanced and contextual understanding of human marketers remains irreplaceable for deeper engagement and real conversions.

Implications for Future Advertising Strategies

Understanding these findings, it's clear that combining AI's efficiency with human creativity might offer the best of both worlds. Brands can initially use AI to scale and reach extensive audiences, followed by human-generated content to convert those impressions into meaningful actions. The partnership between AI-driven insights and human innovation holds significant potential for crafting impactful, high-converting ad campaigns.

Conclusion

This comprehensive experiment underscores the irreplaceable value of human input in advertising. By outperforming AI-generated ads across every crucial metric, human-written ESC ads have showcased the unique strengths intrinsic to human creativity. While AI continues to advance and can undoubtedly aid in scaling efforts, the nuanced touch of human creativity provides a compelling edge that drives deeper engagement and superior results.

As digital marketing continues to evolve, it is crucial to acknowledge and harness the symbiotic potentials of AI and human ingenuity. They aren't mutually exclusive but components of a well-rounded, dynamic strategy capable of propelling brands to new heights of success.

FAQ

What was the primary goal of the experiment?

The primary goal was to evaluate whether AI-generated Google Ads could outperform human-written ads in terms of conversions, conversion value, and return on ad spend.

How were the ad comparisons structured?

Each ad group featured two ads: one written by a human PPC team (ESC Copy) and one generated by ChatGPT (AI Copy), rotated without optimization bias to ensure fairness.

What criteria determined the winning ad?

The winning ad was determined based on higher conversions, better conversion value, and superior return on ad spend (ROAS) while staying within budget.

What were the most significant findings of the experiment?

Human-written ESC ads significantly outperformed AI-generated ads across all metrics, including a 214% higher conversion rate and a 144% better ROAS.

How can these findings be applied to future advertising strategies?

Combining AI-generated efficiency with human creativity can create more effective advertising strategies. Using AI to reach broader audiences and humans to drive deeper engagement can lead to superior campaign performance.

AI-Generated Ads vs Human Ads: An In-Depth Analysis

Table of Contents

Introduction

Methodology