What is CTR? (Click-Through Rate)
CTR is the percentage of people who click your ad after seeing it. It is a key signal of ad relevance and creative quality.
Formula
CTR % = Clicks ÷ Impressions × 100
Example
If 60 clicks come from 1,000 impressions, CTR = 6.0%.
Why CTR matters
A higher CTR usually improves Quality Score and lowers your CPC on Google Ads, so CTR and cost are directly linked. Low CTR often signals weak targeting or creative.
What's a good CTR?
Average Google Ads Search CTR sits around 6% across industries, but strong campaigns exceed it. Across 23 industries the average Google Ads Search CTR is 7.32%.
Compare across every vertical: average CTR by industry →
Do the math: CTR calculator →