Should You Strive for the First Position in Google Search Ads? Here’s My Take.
I get this question a lot from clients:
“Should I aim for the first position on Google Search Ads?”
At first glance, being #1 feels like the obvious choice—your ad is right at the top, it’s the first thing people see, and surely, that must mean more clicks and more business… right? Well, not always.
After managing Google Ads campaigns for over 15 years, I’ve learned that ad position isn’t everything. Sometimes, being at the very top can burn through your budget without delivering the results you expect. Other times, it’s the smartest play you can make.
So, should you fight for position #1, or is there a smarter way to approach your Google Ads strategy? Let’s dive into both sides of the argument, look at real-life case studies, and I’ll share my best advice to help you make the right call for your business.
How Google Determines Ad Position (And Why It Matters)
Before we debate whether #1 is worth it, here’s a quick refresher on how Google decides where your ad shows up.
Google uses a system called Ad Rank to position your ad on the Search Engine Results Page (SERP). Your Ad Rank is calculated by three key factors:
- Your bid – How much you’re willing to pay for a click.
- Quality Score – How relevant and useful your ad and landing page are.
- Expected impact of ad extensions – Additional features like sitelinks or callouts.
Higher Ad Rank means a better position, but paying more doesn’t guarantee better results. And that’s where things get interesting.
Why Being #1 on Google Search Ads Seems Tempting
I understand why clients love the idea of being first—there are definitely some benefits worth considering.
1. Maximum Visibility
When you’re in position 1, your ad is the first thing people see. That can be a game-changer for brand awareness, especially if you’re new to the market.
Example: I worked with a new local HVAC company that wanted to dominate search results. By securing the top spot for high-intent keywords like “emergency AC repair,” they increased brand awareness by 65% within three months.
2. Higher Click-Through Rates (CTR)
In general, position 1 gets more clicks. People naturally click on the first thing they see—it’s human nature.
Case Study: An e-commerce client I worked with jumped from position 3 to 1 on competitive product-related keywords. The result? A 32% increase in clicks—not bad, right?
3. Outranking Your Competitors
There’s a psychological edge to being first. When your ad consistently outranks competitors, it sends a subtle message:
“We’re the best choice.”
Example: A personal injury law firm I worked with insisted on maintaining the #1 spot for competitive keywords. This aggressive strategy led to capturing 85% of clicks during peak periods.
Why Position 1 Isn’t Always the Smartest Play
Okay, let’s talk about the downsides—because yes, there are plenty. And if you’re a small or medium business, wasting budget is the last thing you want to do.
1. It’s Expensive—Really Expensive
The top position can be ridiculously expensive, especially in competitive industries. Sometimes, paying for position 2 or 3 gives you better ROI without the crazy costs.
Case Study: I once managed Google Ads for a dental clinic. We tested both position 1 and position 3 for “teeth whitening.” Position 3 had a 25% lower cost per click and—surprisingly—converted better because it filtered out casual browsers.
2. You Attract Curiosity Clicks
When you’re at the top, you’ll get all kinds of clicks—including people who are just window-shopping. Not everyone who clicks is ready to buy.
Example: An IT services company I worked with realized that position 1 clicks often came from users still researching. Shifting to position 2 led to 20% more booked consultations from people further down the decision-making funnel.
3. Budget Drain & Ad Fatigue
If you’re not careful, trying to hold position 1 can burn through your budget fast—especially if your Quality Score isn’t optimized.
So… What’s the Sweet Spot?
Honestly? It depends—on your business goals, industry, and budget. Here’s my approach when helping clients find the right balance:
1. Match Ad Position to Your Goals
- Brand Awareness? Go for the #1 position for maximum exposure.
- Lead Generation? Aim for position 2-3—lower costs, better conversions.
2. Focus on Quality Score
If you want to rank higher without overspending, invest in improving your Quality Score:
- Write relevant, engaging ad copy.
- Ensure your landing page is user-friendly and fast.
- Use extensions like site links and callouts to boost visibility.
3. Let Data Guide You
I always recommend A/B testing ad positions. Sometimes position 2 will give you a better conversion rate—and save you money.
Quick Comparison: Position 1 vs. Position 2-3
| Factor | Position 1 | Position 2-3 |
|---|---|---|
| Visibility | Maximum – Always seen | High – Still prominent |
| Click-Through Rate (CTR) | Highest – Captures all traffic | Strong – Fewer accidental clicks |
| Cost Per Click (CPC) | Most expensive | 20-30% cheaper |
| Conversion Quality | Mixed – Includes low-intent clicks | Better – Captures serious buyers |
| ROI | Can be lower if not optimized | Higher in many cases |
My Advice for SMEs Running Google Search Ads
- Don’t Chase #1 Blindly – It’s not always the best for your bottom line.
- Test & Optimize – Constantly experiment to find the most profitable ad position.
- Use Smart Bidding – Google’s Maximize Conversions or Target ROAS bidding can optimize for results, not just rank.
- Prioritize Intent – Bid more on purchase-ready keywords and save on informational ones.
Final Thoughts: Is Position 1 Worth It?
Here’s my honest answer: Sometimes, but not always.
If you’re focused on brand awareness—go for the top. But if your priority is cost-efficiency and conversions, the sweet spot may lie a little lower.
At MarketSign, I help businesses like yours navigate these decisions every day. If you’re ready to maximize your Google Ads ROI, let’s connect.
