Ad copy can influence the number of click-throughs to a landing page. On most of our campaigns, we are willing to accept a lower CTR if the traffic we receive has a higher chance of converting (i.e., is more targeted). For instance, if a client has a high-priced service or product, it is likely that a small percentage of those who click through are willing to pay. Very often we ask clients to place the price on the ad so that the traffic is highly targeted and qualified. Although this results in less traffic, it saves our client money since they do not pay for unqualified clicks by visitors who will be shocked by the price. Additionally, the conversion rate skyrockets because visitors to the landing page are well aware of what is in store for them as they click through. With paid campaigns, optimizing for higher-quality traffic starts with testing different ad copy and comparing the CTRs on the ads, as well as the conversion rates they generate.