CPA is all that matters to me in the end (and secondly CPC). I've seen many cases where CTR and CVR goes up and so does CPC and CPA, reducing ROI. I get 2-3 times the ROI from Bing on all client accounts. It's because there's a lot less competition due to less knowledgeable businesses thinking Bing's traffic relative to Google is so little it makes it not worth spending the time to manage campaigns. At least that's my thesis. And thinks like variant matching exact match keyword and all the other Nanny hand-holding features Google Ads has added only have made the keyword auctions all the more competitive, boosting Google's revenue and increasing the advertiser's average CPA.
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