What Is a Good CTR for Google Ads? Benchmarks by Industry (2026)
Published July 5, 2026
What Is a Good CTR for Google Ads?
Click-through rate (CTR) measures how often people click your ad after seeing it. A "good" CTR varies by industry, but the average across all industries on the Google Search Network is around 6–7% according to WordStream's 2026 Google Ads Benchmarks. However, some industries see much higher or lower rates.
Industry Benchmarks: Average CTR by Sector (2026)
The table below shows average search CTRs from the WordStream 2026 Google Ads Benchmarks report. Use these to gauge your performance.
| Industry | Average CTR (%) |
|---|---|
| Animals & Pets | 7.49 |
| Apparel / Fashion & Jewelry | 6.64 |
| Arts & Entertainment | 12.75 |
| Attorneys & Legal Services | 5.87 |
| Automotive — For Sale | 8.28 |
| Automotive — Repair, Service & Parts | 5.56 |
| Beauty & Personal Care | 6.75 |
| Business Services | 6.10 |
| Career & Employment | 5.88 |
| Dentists & Dental Services | 5.66 |
| Education & Instruction | 7.56 |
| Finance & Insurance | 9.83 |
| Furniture | 6.57 |
| Health & Fitness | 5.81 |
| Home & Home Improvement | 6.47 |
| Industrial & Commercial | 6.57 |
Source: WordStream 2026 Google Ads Benchmarks
How to Calculate Average CTR
CTR is calculated as:
CTR = (Clicks ÷ Impressions) × 100
For example, if your ad gets 50 clicks from 1,000 impressions, your CTR is 5%.
How to Calculate CTR in Excel
- Enter your clicks in column A and impressions in column B.
- In column C, type the formula:
=A2/B2*100 - Format column C as a percentage.
You can also use a CTR calculator tool, but the formula is straightforward.
What Affects CTR?
- Ad relevance: Match your keywords, ad copy, and landing page.
- Ad position: Higher positions usually get more clicks.
- Extensions: Sitelinks, callouts, and structured snippets can boost CTR.
- Search intent: Commercial intent queries often have higher CTRs.
How to Improve Your CTR
- Write compelling headlines that include your target keyword.
- Use strong calls to action (e.g., "Shop Now," "Get a Quote").
- Test different ad variations (A/B testing).
- Add relevant ad extensions.
- Refine your keyword targeting to match user intent.
Frequently Asked Questions
What is a good CTR for Google Ads?
A good CTR depends on your industry. The average across all industries is about 6–7%, but some sectors like Arts & Entertainment average 12.75%, while others like Attorneys & Legal Services average 5.87%. Compare your CTR to your specific industry benchmark.
How is CTR calculated?
CTR = (Clicks ÷ Impressions) × 100. For example, 100 clicks from 2,000 impressions equals a 5% CTR.
What is a good CTR for YouTube ads?
YouTube ad CTRs vary widely. For skippable in-stream ads, a good CTR is typically around 0.5–1%, while non-skippable ads can be higher. Focus on view-through rate and engagement instead.
How do I calculate average CTR in Excel?
Use the formula =A2/B2*100 where A2 contains clicks and B2 contains impressions. Then copy the formula down for multiple rows.
Why is my CTR low?
Low CTR can result from poor ad relevance, low ad position, weak copy, or targeting the wrong audience. Review your keywords, ad text, and match types.
How often should I check my CTR?
Monitor CTR weekly or after significant campaign changes. Look for trends over time rather than daily fluctuations.