Everyone knows Top of Search is the best placement. Except when it's not. I see
By Carly Mcmillen · February 10, 2026 · Curated by George's Blog
Everyone knows Top of Search is the best placement.
Except when it's not.
I see sellers obsess over getting Top of Search placement because that's what all the advice says.
More visibility, higher CTR, better conversions.
But here's the problem: they never actually check if that's true for their product.
Your placement report shows you exactly where your ads perform best. But most people glance at it, see Top of Search has the most impressions, and assume that means it's working.
Look at conversion rate by placement instead.
Sometimes Product Pages converts better than Top of Search.
Sometimes Rest of Search has a lower CPC and similar CVR, making it more profitable.
The "best" placement isn't universal. It depends on your product, your price point, your competition, and what people are actually searching for.
If your data says Product Pages is converting at 18% and Top of Search is converting at 12%, why are you paying a premium for Top of Search?
Stop following generic advice about placements.
Check your actual data and allocate budget to what's working for you.