Google Ads Tutorial

Average and Good CTR for Google Ads (2024 Stats)

Table of Contents

  • Introduction
  • What is Click-Through Rate (CTR) in Google Ads?
  • Formula for Google Ads CTR
  • What is a Good CTR for Google Ads?
  • Why Is Google Ads CTR Important?
  • How to Improve Google Ads CTR Rate?
  • Importance of CTR in Google Ads
  • Factors Influencing CTR in Google Ads
  • Common CTR Myths and Misconceptions


Click-through rate or CTR in Google Ads is the metric to measure the average clicks an ad receives per number of impressions. Companies spend a significant amount of time and money on PPC ad campaigns, and seeing that the ad couldn’t generate the expected traffic or sales can be disheartening. 

Achieving a high Google CTR rate is crucial for the success of a PPC campaign as it affects the quality score and cost of the ad. To drive more traffic and attain better results, it’s important to improve CTR. 

Before you start working on your paid ads and aim for higher CTR, it is helpful to understand what a good CTR is. It will help you assess the performance of your ad and deliver great results. 

In this blog, we will learn what CTR is, what CTR is good, and tips to improve CTR. Let’s get started.

What is Click-Through Rate (CTR) in Google Ads?

The click-through rate for Google ads is the rate at which the ads are clicked. It shows how often people who see the ad or product listing click on it. We use CTR to measure the effectiveness of pay-per-click, also known as PPC, ads across different platforms, including Google Ads

The formula is the total number of clicks on the ad divided by the total number of people who see it. The output is expressed as a percentage showing people who have viewed the ad and then clicked it.

Formula for Google Ads CTR

The mathematical formula looks like this:

(Total Clicks on Ad / Total Impressions) x 100 = Click-Through Rate

For example, if total clicks are 20 and total impressions are 200, the CTR would be 10%. Let’s take another example: Suppose your ad appears on the search engine result page 5,000 times in a week, and 100 people click on that ad in the same week. So, your CTR would be 2%. 

Google Ads Help states, “[CTR] can be used to gauge how well your keywords and ads, and free listings, are performing.”

CTR is not exclusive to Google Ads. You can see your click-through rate on the PPC account dashboard. A higher CTR indicates that more people have clicked on your ad. Not only ads but also listings and keywords have their CTRs. 

A higher click rate in Google Ads shows that more users find the ad relevant. This improves the ad rank because CTR is a key component of the expected CTR of the keyword. 

We mainly use CTR for PPC ad campaigns on different search engines and social media. However, we also use it to measure the effectiveness of search engine optimization strategies.

What is a Good CTR for Google Ads?

This is one of the most burning questions, as every advertiser wants to know what CTR they should aim for with their Google ads. CTR is a ratio shown as a percentage. According to a survey, the average click-through rate for Google ads is somewhere around 2.88% on a search network and .64% on a display network. Most marketers consider CTR between 3-5% as good. 

However, the average percentage may vary according to the industry standards. Some companies set a high bar for their CTR, aiming for 50% or more. This means that more than half the people seeing their ads are clicking through to visit the business website. Mostly, branded campaigns go for such high CTRs and success. 

Industry and ad position also affect the expected CTR. High CTR means a higher ad quality score and higher conversion rate. So, the CTR an advertiser wants to achieve depends on their goals, too. 

From a statistical standpoint, CTRs can vary according to the campaign, channel, and purpose of the ad, as well as target keywords. We can conclude that there is no magic number when it comes to good CTR. 

Here is a look at the industry benchmarks for average click-through rate (CTR), according to Wordstream:

What is a Good CTR for Google Ads

As shown in the image, a click-through rate for Google Ads can vary according to the industry. For example, for automotive, it is 8.77%, so a good CTR for this sector is around 10-11%. For arts and entertainment, it is 11.78%, so a good CTR for this industry is around 13-14%. 

As most industries have an average click-through rate of between 4-8%, a good overall CTR is 8-10%. To find the CTR of your ad, you can check the Google Ads display in the Keyword tab.

Why Is Google Ads CTR Important?

It’s important to understand the concept of CTR because it affects the quality score. A high CTR means your ad effectively gaining the target audience's attention. Ads that are relevant and make searchers happy enjoy pricing discounts from Google Ads and other search engine marketing platforms. Moreover, they earn a high-quality score for ads that have high click-through rates. 

Here are a few reasons why Google click rate is important:

  • Google uses CTR to assess the relevance and effectiveness of paid ads, campaigns, and keywords. It also helps advertisers know what works and what doesn’t.

  • With a high-quality score, you can improve and maintain your ad position at lower costs. When you pay for ads on a cost-per-click basis, you get more value for the money.

  • CTR affects Google-predicted Expected CTR over time to change the ad rank. A higher ad rank can help you achieve a better position.

  • When you advertise on relevant queries, a high CTR shows that you are driving maximum traffic to your ad and offers. 

How to Improve Google Ads CTR Rate?

Below, we have shared a few tips for improving your CTR, which indicates increasing the percentage:

  • Boost Your Google Ads Quality Score

Click-through rate is a metric that we see in Google Ads account. Although not all those factors affect the CTR, the quality score certainly does. It is a metric that ranks keywords based on their relevance and quality. The higher the quality score, the higher the rank of the Google ad. 

You can increase the quality score by reevaluating keywords and updating them. When you use relevant keywords, it enhances the popularity of the website by improving its search rankings. 

  • Mention a Special Deal in the Headline

When your ad contains deals and offers, users tend to get attracted to it. So, make sure to add a special deal in the headline of your ad to improve the CTR. 

For example, an ad that offers 60% off on products is likely to get more clicks as compared to an ad that doesn’t offer any discount or deal. A headline with an awesome deal stands out in search results and can garner a ton of clicks. 

  • Optimize Negative Keywords

Keywords trigger the ads to be shown, whereas negative keywords are the terms for which you don’t want your ad to be shown. When you pay for Google ads, you want only those people who click on the ad who are likely to buy your product. So, optimizing negative keywords limits your ad to interested people, which enhances the CTR.

  • Target the Right Keywords

Make sure to conduct thorough research to find relevant keywords that align with your target audience’s search query, also known as search intent. This will ensure your ads are relevant to searchers. 

  • Place the Main Keyword in the Display URL

Another tip to improve Google CTR rate is to put the main keyword in the display URL. This is an easy task, but most marketers overlook it. As headlines and descriptions allow a limited number of characters, try your best to fit in the keyword within that limit. 

By mentioning keywords in the ad headline, you make the ad more relevant to users, which gains more clicks. 

  • Write a Compelling Ad Copy

A compelling and high-converting ad copy can improve the CTR significantly. Writing a powerful ad copy is not a cakewalk, but adhering to a few best practices can help you. Your ad copy should effectively communicate your brand value and vision while enticing users to click on it. You also need to focus on other components, which include:

  • A Strong Call-to-Action- Persuade users to click on the ad through a strong call-to-action, such as ‘Get Started’ or ‘Buy Now’.

  • Power Words- When you use power words like ‘Best’, ‘Now’, ‘Find’, etc., it sounds more convincing and engages users with your products or services.

  • Emotional Triggers- Consider users’ perspective and their thoughts to assess what they want while searching for specific keywords. Use emotional triggers to connect with them and increase user engagement. 

  • Ensure Detailed Audience Targeting

If users can’t see your ad, it won’t get any clicks. So, use detailed audience targeting for ads, which enables you to be more accurate. You can choose who can see your ad and target their audience based on life events, remarketing lists, interests, and custom combination lists. 

So, if you teach yoga or promote health and fitness training, target users who are interested in fitness. This will increase the CTR drastically by placing your ad in front of the right audience who are likely to buy your services. 

  • Link Ads to Relevant Landing Pages

As soon as users click on your ad, they should be directed to the relevant page of your website that matches their search intent. Suppose a user clicks on the ad for a specific service but is redirected to the homepage instead; they would have to navigate through the website to find the service they want. 

The more the users have to work to find what they want, the less likely they are to take action. Therefore, it’s important that links lead to the relevant landing page that provides the exact and required information to users.

  • Make the Best of Ad Extensions

Google ads are small, so businesses don’t get enough space to sell all their products and services. However, ad extensions allow you to increase the size of the Google ad and have more space to work with. You can create more relevant ads for users that stand out from the crowd. Also, your ad will be much bigger, almost double the size. 

An ad extension is an effective way to add more information to the paid ad. There are different types of extensions that let you change the ad in various ways. You can choose to display your ad on Google Maps or in local searches.

  • Location Extension- Allows you to add an additional line at the bottom of the ad displaying the address of your business.

  • Call Extension- Lets you show the phone number of your business on the Google ad. On mobile devices, this extension allows users to click on the ad to call you.

  • Sitelink Extensions- Links people to a specific page of the website and gives an in-depth view to users of what you offer, making the ad more relevant. 

  • Split Test Your Ads

We can just assume that our ad will compel people to click on it. However, we can’t be sure about it. We don’t know what exactly will make people click on our ad or what will make them ignore it.

A split test is one way to know what works best and what doesn’t. Create 3-4 ads per ad group and test them against each other. Once you evaluate which has the best CTR, create similar ads.

Importance of CTR in Google Ads

Understanding why CTR is important in Google Ads helps you optimize your campaigns for better performance. 

  • Indicator of Ad Relevance and Engagement: CTR measures how often people who see your ad end up clicking on it. A high CTR indicates that your audience finds your ad relevant and engaging. This relevance is critical in ensuring that your message resonates with your target audience, leading to more clicks and potential conversions.

  • Influences Quality Score: Google uses CTR as a primary factor in determining the Quality Score of your ads. Quality Score is a measure of the quality and relevance of your keywords and ads. A higher CTR usually leads to a higher Quality Score, which can result in lower cost-per-click (CPC) and better ad placement.

  • Impacts Ad Rank: CTR, along with your bid amount and the quality of your ad (including landing page experience), determines your Ad Rank in Google's auction process. A higher CTR can contribute to a higher Ad Rank, meaning your ad will be more likely to be shown in a prominent position on the search results page.

  • Cost Efficiency: Ads with high CTRs are often more cost-effective. Because Google rewards engaging and relevant ads with a lower CPC, improving your CTR can make your budget go further. This efficiency is crucial for maximizing the ROI of your ad spend.

  • Audience Insight: Analyzing which ads have higher CTRs can provide valuable insights into your audience's preferences and behaviors. This information can guide the optimization of future ads, targeting, and overall marketing strategy.

  • Enhances Campaign Performance: A high CTR is often a good indicator that your overall campaign is on the right track. It suggests that your ads are well-targeted, your messaging is compelling, and your keywords are effectively aligned with user intent.

  • Supports Better Conversion Rates: While CTR itself is not a measure of conversions, a higher CTR increases the likelihood of more users visiting your landing page, which in turn provides more opportunities for conversions.

Factors Influencing CTR in Google Ads

Several factors influence the Click-Through Rate (CTR) in Google Ads, determining how often your ads are clicked in relation to how often they're shown. Understanding and optimizing these factors can significantly improve your CTR, leading to better campaign performance. 

  • Ad Relevance:

Ads that closely match the searcher's intent are more likely to be clicked. Ensure your ads are relevant to the keywords you're bidding on and the needs or interests of your target audience.

  • Keyword Selection:

Choosing the right keywords is crucial. High-intent and specific long-tail keywords often lead to higher CTRs as they align closely with what the user is searching for.

  • Ad Copy and Messaging:

The content of your ad, including the headline and description, plays a significant role. Clear, compelling, and action-oriented ad copy can greatly increase CTR. Including the targeted keyword in the ad text also helps.

  • Ad Positioning:

Generally, ads that appear higher on the search results page tend to have higher CTRs. While higher positioning typically requires higher bids, it can also be influenced by having a high Quality Score.

  • Ad Extensions:

Utilizing ad extensions (like sitelinks, callouts, structured snippets) can increase the size and visibility of your ad on the SERP, making it more prominent and increasing the likelihood of clicks.

  • Landing Page Quality:

While not directly affecting CTR, the quality of your landing page can impact your overall ad performance, including CTR. A relevant and high-quality landing page encourages users to click on your ad, expecting a good experience.

  • Targeting Settings:

How and where your ads are targeted can impact CTR. This includes geographic targeting, device targeting (mobile vs. desktop), and audience targeting (like remarketing lists).

  • Market Competition:

High competition for keywords can impact CTR. In competitive markets, standing out with unique selling propositions and compelling ad copy is essential.

  • Brand Recognition:

Ads from well-known brands often have higher CTRs due to brand familiarity and trust. Building a strong brand can, over time, positively influence your CTR.

  • Ad Formats:

Different ad formats (text, display, shopping) have varying average CTRs. For example, shopping ads might have higher CTRs for e-commerce products compared to text ads.

  • Seasonal Trends and Timing:

CTR can fluctuate based on the time of day, day of the week, and season. Tailoring your ads to these trends can improve performance.

  • Historical Performance:

Past performance of your ads can influence future performance. Google Ads uses historical data to predict future CTR, so consistently optimizing your campaigns is key.

Common CTR Myths and Misconceptions

There are several myths and misconceptions about Click-Through Rate (CTR) in Google Ads that can lead to misunderstandings and suboptimal strategies. 

  • Myth: A High CTR Always Equals Success

Reality: While a high CTR is generally positive, indicating that your ads are compelling to viewers, it doesn't automatically mean the campaign is successful. The ultimate goal is conversion, not just clicks. A high CTR with low conversion rates might mean you are attracting the wrong audience or that your landing page is not effective.

  • Myth: CTR Is the Most Important Metric in Google Ads

Reality: CTR is an important metric, but it's not the only one that matters. Conversion rates, Quality Score, cost per conversion, and return on ad spend (ROAS) are also crucial for a comprehensive understanding of your campaign's performance.

  • Myth: You Should Always Aim for the Highest CTR Possible

Reality: While a higher CTR is generally beneficial, it should not be pursued at the expense of relevance and conversion. Attracting irrelevant clicks can waste your budget and skew your campaign data.

  • Myth: CTR Will Improve Just by Increasing Bids

Reality: Increasing bids may improve ad placement, which can potentially increase CTR, but it's not a guarantee. CTR improvement is more effectively achieved through optimizing ad relevance, copy, targeting, and the overall user experience.

  • Myth: Low CTR Always Indicates Poor Ad Performance

Reality: A lower CTR doesn't always mean your ad is underperforming. It could be a reflection of the competitiveness of the keywords, the nature of the industry, or the specific goals of the campaign (like brand awareness, where impressions are more important than clicks).

  • Myth: CTR Is Irrelevant for Brand Awareness Campaigns

Reality: Even though the primary goal of brand awareness campaigns is not clicks, CTR can still provide valuable insights. A reasonable CTR in a brand awareness campaign can indicate that the messaging is resonating with the audience.

  • Myth: More Clicks Always Lead to More Conversions

Reality: Not necessarily. Clicks signify interest, but conversions depend on several factors, including the effectiveness of the landing page, the offer's relevance, and the audience's readiness to take action.

  • Myth: Copying High CTR Ads from Competitors Guarantees Success

Reality: While it's helpful to analyze competitors' strategies, simply copying them doesn't guarantee success. Each business is unique, and ad strategies should be tailored to your specific audience, brand, and objectives.

FAQs About Google Ads Click Rate

CTR is calculated by dividing the number of clicks your ad receives by the number of impressions it gets, and then multiplying the result by 100 to get a percentage. For example, if your ad gets 5 clicks and 100 impressions, your CTR would be 5%.
Improving CTR involves optimizing your ad copy to make it more compelling, using relevant keywords, improving targeting settings, and employing ad extensions. Regularly testing and refining your ads is also key to finding what resonates with your audience.
Not necessarily. While a high CTR indicates that your ad is effective at getting clicks, it doesn't always translate into conversions. Your ultimate goal should be a balance of a healthy CTR and a high conversion rate.
Yes, CTR can indirectly affect your ad costs. A higher CTR can improve your Quality Score, which can lead to a higher ad rank and lower cost per click (CPC).
CTR is a useful metric for measuring the initial effectiveness of your ads in terms of attracting clicks, but it should be considered alongside other metrics like conversion rate and ROI to get a complete picture of your campaign's success.
Yes, CTR can vary significantly across different ad formats. For instance, shopping ads and video ads might have different average CTRs compared to traditional text ads due to their visual nature and placement.
Did you find this article helpful?