Understanding CTR in Google Ads
Click-through rate (CTR) measures how often people who see your ad end up clicking it. It is calculated by dividing clicks by impressions and expressing the result as a percentage.
CTR Formula
CTR = (Clicks / Impressions) x 100
Example: 50 clicks from 1,000 impressions = 5% CTR
Why CTR Matters
- Quality Score component: Expected CTR is one of three factors that determine Quality Score
- Relevance signal: Higher CTR indicates your ad resonates with searchers
- Cost efficiency: Better CTR can improve ad position while lowering costs
Important Caveat
CTR is a useful metric, but it is not the ultimate goal. A high CTR with low conversions means you are paying for clicks that do not become customers. Always balance CTR optimization with conversion rate and ROAS.
Google Ads CTR Benchmarks by Industry
CTR varies significantly by industry. What is considered good in legal services differs from e-commerce. Here are the 2026 benchmarks for Search campaigns.
| Industry | Avg. CTR | Good CTR |
|---|---|---|
| Arts & Entertainment | 11.78% | 14%+ |
| Travel & Hospitality | 10.16% | 12%+ |
| Sports & Recreation | 8.82% | 10%+ |
| Restaurants & Food | 8.65% | 10%+ |
| Animals & Pets | 7.08% | 8%+ |
| Personal Services | 6.95% | 8%+ |
| Automotive - Repair & Service | 6.58% | 8%+ |
| Health & Fitness | 6.44% | 7%+ |
| Real Estate | 6.19% | 7%+ |
| Retail | 5.51% | 6%+ |
| Education & Instruction | 5.46% | 6%+ |
| Home & Home Improvement | 5.21% | 6%+ |
| Healthcare & Medical | 4.89% | 5.5%+ |
| Finance & Insurance | 4.17% | 5%+ |
| Beauty & Personal Care | 4.08% | 5%+ |
| Business Services | 3.60% | 4.5%+ |
| Industrial & Commercial | 3.37% | 4%+ |
| Technology | 3.29% | 4%+ |
| Legal Services | 3.27% | 4%+ |
| Automotive - For Sale | 3.17% | 4%+ |
| Career & Employment | 3.06% | 4%+ |
| Apparel & Fashion | 2.70% | 3.5%+ |
| Attorneys & Legal Services | 2.50% | 3%+ |
Pro tip: Compare your CTR to your own historical performance, not just industry averages. Improving from 2% to 3% is meaningful progress regardless of what competitors achieve.
CTR Benchmarks by Campaign Type
Different campaign types have vastly different CTR expectations. Search campaigns naturally have higher CTR because users are actively looking for something.
| Campaign Type | Avg. CTR | Good CTR | Notes |
|---|---|---|---|
| Search - Branded | 10-15% | 15%+ | People searching your brand name |
| Search - Non-Branded | 2-5% | 5%+ | Competitive generic keywords |
| Display | 0.35-0.60% | 0.60%+ | Passive audience, lower intent |
| Shopping | 0.80-1.50% | 1.50%+ | Product-focused searches |
| Video (YouTube) | 0.40-0.80% | 0.80%+ | TrueView skippable ads |
| Performance Max | Varies | Varies | Blended across all placements |
Why Display CTR Is So Low
Display ads appear while users browse content, not while they search. A 0.5% CTR on Display is normal and not a problem. Focus on conversion rate and cost per conversion rather than CTR for Display campaigns.
Factors That Affect Your CTR
Understanding what influences CTR helps you improve it. Here are the key factors.
Ad Position
Ads in position 1-2 get significantly more clicks than those in positions 3-4. Higher positions naturally increase CTR.
Ad Relevance
Ads that closely match the search query get more clicks. Include keywords in headlines and descriptions.
Ad Extensions
Sitelinks, callouts, and structured snippets make your ad larger and more informative, increasing CTR by 10-15%.
Headline Quality
Clear, benefit-focused headlines that stand out from competitors drive more clicks than generic messaging.
Brand Recognition
Known brands get higher CTR on the same keywords. Brand building compounds ad performance over time.
Keyword Match Type
Exact match keywords typically have higher CTR than broad match because the ad is more relevant to the specific search.
How to Improve Your Google Ads CTR
Here are actionable strategies to improve your CTR.
Include Keywords in Headlines
When users see their exact search terms in your ad, they know it is relevant. Use dynamic keyword insertion or manually craft ads for each ad group.
Use All Available Ad Extensions
Sitelinks, callouts, structured snippets, call extensions, and location extensions all increase ad real estate and CTR.
Write Benefit-Focused Copy
Focus on what the user gains, not just what you offer. "Save 50% on your first order" beats "We sell products."
Add Numbers and Specifics
"4.9 Star Rating" and "Free Shipping Over $50" are more compelling than vague claims. Specifics build trust.
Test Multiple Ad Variations
Run at least 3 responsive search ads per ad group with unique headlines. Let data determine what works best.
Refine Keyword Targeting
Tighter ad groups with closely related keywords allow for more relevant ad copy, boosting CTR.
When High CTR Does Not Matter
Chasing CTR at all costs can hurt your campaigns. Here is when to deprioritize CTR.
High CTR, Low Conversions
If your ads get lots of clicks but nobody converts, your ad promises something your landing page does not deliver. Fix the mismatch before optimizing CTR further.
Vanity Clicks
Clickbait-style ads can inflate CTR while attracting the wrong audience. A lower CTR with higher-quality traffic is often better.
Display Campaigns
On Display, focus on view-through conversions and engagement metrics rather than CTR. The goal is awareness, not clicks.
Branded Searches
Branded keywords naturally have high CTR. Do not use brand CTR as a benchmark for non-brand campaigns.
The best metric is profit. Track CTR alongside conversion rate, cost per conversion, and ROAS to get the full picture. Tools like marketingOS help you monitor all these metrics together.
CTR by Match Type
Keyword match type significantly affects CTR because it determines how closely your ad matches the actual search.
| Match Type | Typical CTR Impact | Why |
|---|---|---|
| Exact Match | Highest CTR | Ad is highly relevant to specific search |
| Phrase Match | Medium CTR | Captures intent but with some variation |
| Broad Match | Lowest CTR | Matches loosely related searches |
Pro tip: A lower CTR on broad match is not necessarily bad. Broad match reaches more users, some of whom will convert. Judge by cost per conversion, not CTR alone.
Setting Realistic CTR Goals
Here is a practical framework for setting CTR targets.
Realistic CTR Targets by Campaign Type
- Branded Search: Aim for 10%+ CTR
- Non-Branded Search: Beat your industry average by 1-2%
- Display: Anything above 0.5% is solid
- Shopping: Target 1%+ for most products
Frequently Asked Questions
What is a good CTR for Google Search Ads?
A good CTR for Google Search Ads is typically 3-6%. The overall average is around 3.17%, but this varies significantly by industry. Branded keywords often see 10%+ CTR, while competitive non-brand terms may be 2-3%.
What is a good CTR for Display Ads?
Display Ads have much lower CTR than Search, typically 0.35-0.60%. This is normal because Display Ads interrupt users rather than responding to active searches. Focus on viewability and conversion metrics for Display campaigns.
Why is my Google Ads CTR so low?
Low CTR usually stems from poor ad-to-keyword relevance, weak headlines that do not stand out, missing ad extensions, or targeting too broad an audience. Review your Search Terms report to ensure your ads match what users are actually searching for.
Does CTR affect Quality Score?
Yes, expected CTR is one of three components of Quality Score (along with ad relevance and landing page experience). Higher CTR generally improves Quality Score, which can reduce your costs and improve ad positions.
Is high CTR always good?
Not necessarily. High CTR with low conversions means you are attracting clicks but not the right customers. Focus on CTR as an indicator of ad relevance, but ultimately measure success by conversions and ROAS.