What is CTR?
Click-through rate (CTR) is the percentage of impressions that resulted in a click. Calculate it as clicks ÷ impressions × 100. For example, 20 clicks from 1,000 impressions gives a CTR of 2%.
CTR helps show whether an ad or listing is attracting clicks, but it does not tell you by itself whether those clicks turn into leads or sales.
What is a normal CTR for Google Ads?
There is no single normal or good CTR for every campaign. As a recent reference point, WordStream/LocaliQ reports a 6.64% average CTR across more than 13,000 US-based campaigns running from April 2025 to March 2026. Treat this as a broad benchmark, not a target or a guarantee for an individual account. Results vary by industry, campaign mix, market, and measurement method.
Search ads usually earn a higher CTR than display ads because search users are actively looking for something, while display ads reach people as they browse. Compare like with like: the same network, campaign type, industry, geography, and period. Brand searches can also behave very differently from non-brand searches.
How should you use CTR?
Compare a campaign with its own earlier performance and with a relevant benchmark. Review CTR alongside conversion rate, cost per lead or sale, and business outcomes. A high CTR is useful only if the traffic is relevant and contributes to the campaign goal.
Sources: Google Ads Help: CTR definition; WordStream/LocaliQ: PPC benchmarks and methodology.