The study tested different types of messages in Google Ads campaigns about energy, the environment, and Higher-Ed programs. They found that using two-sided messages works better in national campaigns, while one-sided messages are more effective in local campaigns. Conclusive ads get more views and clicks in national campaigns, but inconclusive ads have a higher click-through rate. In local campaigns, inconclusive one-sided ads work best, while conclusive two-sided ads are more effective. Overall, two-sided inconclusive ads perform best nationally, while one-sided inconclusive ads work best locally.