Average Click-Through Rate (CTR) by Industry (2026)
Average Google Ads Search click-through rate by industry. Higher CTR signals stronger ad relevance and typically lowers your CPC through better Quality Score. The cross-industry average is 7.32%. Data from the WordStream 2026 Google Ads benchmark report, with year-over-year change vs 2025. See the CTR definition for how it's calculated.
Cross-industry average
7.32%
| # | Industry | CTR vs 2025 |
|---|---|---|
| 1 | Arts & Entertainment | 12.75% ▼3% |
| 2 | Finance & Insurance | 9.83% ▲18% |
| 3 | Travel | 9.32% ▲7% |
| 4 | Sports & Recreation | 8.75% ▼5% |
| 5 | Automotive — For Sale | 8.28% ▼0% |
| 6 | Shopping, Collectibles & Gifts | 8.28% ▼7% |
| 7 | Real Estate | 7.61% ▼10% |
| 8 | Education & Instruction | 7.56% ▲32% |
| 9 | Animals & Pets | 7.49% ▲14% |
| 10 | Personal Services | 7.16% ▼7% |
| 11 | Restaurants & Food | 6.83% ▼10% |
| 12 | Beauty & Personal Care | 6.75% ▲18% |
| 13 | Apparel / Fashion & Jewelry | 6.64% ▼2% |
| 14 | Physicians & Surgeons | 6.61% ▼2% |
| 15 | Furniture | 6.57% ▲8% |
| 16 | Industrial & Commercial | 6.57% ▲5% |
| 17 | Home & Home Improvement | 6.47% ▲2% |
| 18 | Business Services | 6.10% ▲8% |
| 19 | Career & Employment | 5.88% ▼11% |
| 20 | Attorneys & Legal Services | 5.87% ▼2% |
| 21 | Health & Fitness | 5.81% ▼19% |
| 22 | Dentists & Dental Services | 5.66% ▲4% |
| 23 | Automotive — Repair, Service & Parts | 5.56% ▲0% |
Source: WordStream 2026 Google Ads Benchmarks
· Data year 2026 (with 2025 YoY) · Updated 2026-07-05
More benchmarks by industry
- Average Cost Per Click (CPC) by industry
- Average Conversion Rate by industry
- Average Cost Per Lead (CPL) by industry
Or see the full Google Ads cost breakdown by industry →