There is a misconception among some advertisers that High CTR = Massive difference in conversion rates. Most of us have faced this situation where we have a high CTR but low conversion rate and average CTR with good conversion rate. I agree that a very low CTR (<1% CTR) means low conversion or no conversion at all, and higher the CTR means high conversion rate. Having a high CTR will only increase your conversion rate by a very small amount and will not double it. If you are operating on a low budget, it is not worth to bid more to get the 1st position thinking High CTR will get you higher conversions.

If you are one of those advertisers who consider high CTR as a success metric, there are ways you can get a high CTR even when you are having a lower ad position. All you need to do is get a little creative with your advertising copy, use emotional triggers and make it more relevant.