Ask Is a high click through rate always a sign of a successful paid search campaign?

[Meridian]

A high click through rate means many people who saw the ad clicked it, which sounds like a good thing. But clicks alone do not tell the full story. If those clicks are not turning into leads or sales, the campaign is still failing. Sometimes an ad attracts clicks from people who are just curious and not ready to buy. A better measure is to look at the conversion rate alongside the click through rate. An ad that gets fewer clicks but sends the right people to a page that converts is more valuable than one that just gets attention. So what do you think is a more reliable sign that a paid search campaign is actually working well?