Google Ads CTR – What It Is & How to Improve It

Definition: Google Ads CTR (Click-Through Rate) is a key performance metric that measures the percentage of people who click on your ad after seeing it.

CTR is one of the most important indicators of ad relevance and effectiveness. A high CTR means users find your ad engaging and relevant, while a low CTR suggests poor targeting or weak ad copy.

Working with a certified Google Ads Agency is a great way to ensure your campaigns always have high click-through-rates!

What Is CTR in Google Ads?

It is calculated as: CTR = (Clicks ÷ Impressions) × 100

For example, if your ad is shown 1,000 times and gets 50 clicks, your Google Ads CTR rate is 5%.

Why Does Google Ads CTR Matter?

• Affects Quality Score: Higher CTR improves Google’s Quality Score, reducing your cost-per-click (CPC).
• Impacts Ad Rank: Ads with higher CTR are more likely to appear in top positions.
• Influences Conversions: Higher CTR often translates to better conversion rates.

Are you looking to understand Google Ads terms to improve your campaign performance? Check out our Google Ads Glossary for more in-depth definitions.

What Is a Good Google Ads CTR?

A “good” CTR depends on factors like campaign type, industry, and audience targeting. At SCOPE, we aim for a 10% minimum CTR.

Google Ads CTR Benchmarks in 2025 by Campaign Type

Campaign Type	Average CTR
Search Ads	3-6%
Display Ads	0.5-1%
Shopping Ads	0.8-2%
YouTube Ads	0.5-2%

These Google Ads CTR benchmarks for 2025 serve as general targets. If your CTR is significantly below these numbers, your ads may need optimisation.

Factors That Impact CTR

• Industry-Specific CTRs: Some industries, like legal services, tend to have higher CTRs due to high-intent searches.
• Ad Positioning: Ads appearing in top positions generally see higher CTRs.
• Audience Intent: Branded keywords typically have higher CTRs than generic terms.

Why Your Google Ads CTR Is Low

If you have a low CTR in Google Ads, it could be due to several issues:

1. Poor Keyword Targeting

If your ads are triggered by broad match keywords, you may be attracting unqualified traffic. Broad keywords can cast too wide a net, leading to impressions from users who aren’t genuinely interested in your product or service. Refining your keyword strategy to include more specific, relevant terms can help ensure that your ads are shown to the right audience, ultimately improving your CTR.

2. Weak Ad Copy

Generic or uninspiring ad copy often fails to capture user interest. If your headlines and descriptions don’t clearly convey your unique selling points or a compelling call to action, users are less likely to click. Enhancing your ad copy with engaging language, clear benefits, and a strong call to action can make your ads more attractive and drive up your CTR.

3. Lack of Ad Extensions

Ad extensions such as sitelinks, callouts, and structured snippets provide additional information and encourage user engagement. Without these extensions, your ad may appear less informative or appealing compared to competitors’ ads that take up more real estate and offer more value. Including relevant ad extensions can improve your ad’s visibility and attractiveness, thereby boosting your CTR.

4. Targeting the Wrong Audience

If your ads are displayed to an audience that isn’t interested in your offerings, your CTR will suffer. This misalignment can be due to overly broad audience settings or ineffective geo-targeting. Refine your targeting parameters to focus on users who are more likely to be interested in your product or service, ensuring your ad impressions translate into clicks.

How to Improve Google Ads CTR

Boosting your Google Ads click-through rate average requires strategic optimisation:

1. Write Engaging Ad Copy

• Include powerful CTAs (e.g., “Book a Free Consultation”).
• Highlight offers and benefits (e.g., “Save 20% Today”).
• Use numbers and statistics for credibility (e.g., “Trusted by 10,000+ Customers”).

2. Optimise Ad Relevance

• Match your headline and description with your keyword intent.
• Use Dynamic Keyword Insertion (DKI) for more personalised ads.

3. Leverage Ad Extensions

• Sitelinks – Direct users to specific pages.
• Call Extensions – Let users call directly from the ad.
• Structured Snippets – Highlight specific services.

4. Improve Landing Page Experience

• Ensure the landing page matches ad intent.
• Optimise for fast load times and mobile responsiveness.

Clicks vs CTR in Google Ads – Understanding the Difference

Many advertisers confuse “clicks” with CTR, but they are not the same:

• Clicks: The number of times users click on your ad.
• CTR: The percentage of users who click out of total impressions.

Example:

• Ad A: 1,000 impressions, 50 clicks → CTR = 5%
• Ad B: 10,000 impressions, 200 clicks → CTR = 2%

Even though Ad B got more clicks, Ad A has a higher CTR, meaning it engaged users better.

Final Thoughts on Google Ads CTR & Performance Optimisation

Improving your Google Ads CTR is critical for running successful PPC campaigns. A high CTR not only reduces costs but also boosts ad rankings and conversions.

Key Takeaways

• CTR directly impacts Ad Rank & Quality Score.
• Benchmark your CTR against industry averages.
• Optimise ad copy, keywords, and targeting to improve performance.

Want an expert to manage your Google Ads? Work with a Google Ads Agency to maximise your ad performance and ROI.