I think focusing on conversion rate is fair in this case. I would think Google Ads (formerly AdWords) is more for conversions and less for brand awareness. The

I think focusing on conversion rate is fair in this case. I would think Google Ads (formerly AdWords) is more for conversions and less for brand awareness. Their example query of "file upload php" is someone who's looking for a solution right this second, so it's not unreasonable that they would sign up and try out the service right this second.