It looks like the new Google expanded text ads are falling short of marketer’s expectations, but still good.
The new format has led to a drop in average cost per click (CPC), a lowering of the average cost per acquisition (CPA), and an increase in total number of clicks.
However, it has not led to the significant CTR improvement predicted by Google. CTR results were mixed – having gone up for some and slightly down for others.
Looking at over 2.7 million searches and 82,000 clicks across multiple industries
including finance, travel, real estate, and eCommerce from 26 July 2016 to 6 January 2017.
The new format has led to a 21.6% reduction in cost per click and a 13.8% reduction in cost per acquisition.

Ad Format Impressions Clicks CPC Change CPA Change
Expanded 1,441,178 21,498 -21.6% -13.8%
Standard 1,067,497 18,897 0% 0%