How To Use Social Media To Manage a Public Relations Crisis
How to improve click-through rate of google ads
So, what is the average Google Ads click-through rate (CTR)?
When people ask this, they’re usually trying to see how their ads perform against industry benchmarks. According to WordStream’s 2024 Google Ads Benchmark Report, the average CTR across all industries ranges between 4–6%, though this can vary by sector.
However — too many advertisers settle for “average.”
If you’re aiming to get the most out of your ad spend (or your client’s budget), it’s time to dig deeper.
What is Google Ads click through rate?
Click-through rate (CTR) is simply the ratio of clicks to impressions — in other words, how many people saw your ad vs. how many actually clicked on it.
Formula:
CTR = (Clicks Ă· Impressions) Ă— 100
An “impression” means your ad was shown on the Search Engine Results Page (SERP). A “click” means a user engaged with your ad and landed on your destination — whether that’s a website, app store, or lead form.
What Google ads CTR is and what it represents.
The issue with click-through rate is that although better click-through makes your Quality Score better, you are paying per click, so high click-through can cost you more. Let us take a plunge into this a bit.
When high click-through rate is good
When the CTR is high in Google Ads, it is an indication of interest-generating ad copy but the greater benefit is that Google algorithm would be inclined to place high-quality ads with high placements and cheap prices. Google allocates resources to the ads that will most probably be clicked because they will make profits only when people interact.
Quality Score is based on:
- Relevance of ad/keywords/landing page
- Past performance- expected CTR
- Landing page experience
A better Ad Rank increases visibility and reduces CPC and CxA – this is despite it being connected to higher Quality Scores. These are among the factors that could be optimized to maximize ROI.
When high click-through rate is not good
In pay-per-click (PPC) advertising, a high CTR can be misleading if it doesn’t translate into conversions. If your CTR is 12% but conversion rate is only 0.5%, you’re essentially paying for curiosity — not customers. The goal isn’t more clicks — it’s qualified clicks. Focus your bids on relevant, affordable keywords that actually drive results.
That is why your keywords you bid on are important. It may not be profitable to place bids on expensive, high-volume keywords that convert, since they are too expensive. You optimally need a high CTR on low-cost relevant keywords that will have a probability of conversion.
What is a good CTR in Google Ads?
Across industries, a 4–6% CTR is considered average, while 7–9% is above average. According to Search Engine Journal’s 2024 report, CTR varies by vertical:
- Travel, Automotive, Real Estate: Average 7–9%, top performers hit 10–12%
- Arts & Entertainment: Average 11%, great performers reach 13%+
Benchmarking helps, but optimization is what moves you beyond averages.Â
How to improve click-through rate in Google Ads
Since we have learned what click-through rate is and how much it influences your performance in Google Ads, as well as what a good click-through rate is, it is now time to discuss how you can reach such a level. And there is some way to approach this. One is your targeting.
- Chase the Appropriate Keywords
Target three keyword types:Â
- Commercial (ex: best CRM).
- Branded (your brand or another brand).
- Local (ex: San Diego personal trainer).
These keywords target users having a high purchase intent, which results in improved click-through rates (CTR).
Design negative keywords to stop your ad appearing when not relevant (e.g. refurbished because you only sell new phones). This helps make sure that your advert can only be viewed by interested users.
Make your audience targeting more precise. This enables you to compose very relevant ad copy and boosts your click rate.
- Write Better Ad Copy
- Make it simple and scan: Place your primary keyword at the headline and description, not twice. Words and complicated language should be avoided.
- Have clear Call to Action (CTA): Tell users what you want them to hear with action-oriented powerful phrases such as the Buy now or Start saving today.
- Place a special offer in the headline: Discounts, free shipping or other offers attract attention immediately. Free numbers and words do extremely well.
- Include your primary keyword in the display path: This shows users that your landing page is relevant to what they were searching for which boosts trust and clicks.
- Write emotional advertisements: Consider the use of benefit–oriented and emotionally appealing language. Instead of saying “Best public speaking coach”, try “Speak with confidence” or “Unlock your potential.”
- Test and Optimize
- Dynamic keyword insertion (DKI): Although insertion of keywords automatically using DKI may also result in enhanced early returns, highly performing accounts do not overuse it. Apply it as an aid and not as a crutch.
- Install ad extensions: Ad extensions make your ads more visible and clickable by providing extra information.
Some of the most effective ones include:Sitelink Extensions – Add links to key pages
Callout Extensions – Highlight features or benefits
Price Extensions – Display product/service pricing upfront
They might not skyrocket CTR overnight, but they give you an edge on the SERP.
- A/B test ads: Test multiple versions of your ads to see which performs best. Run at least 3 ad variations per ad group for meaningful comparison.Pause underperforming ads and redirect the budget to the ones that convert better.
- Place on hold the bad ads: Locate the bottom third of your account (low CTR, low impressions), and either stop them or shift their budget to more productive campaigns, such as the remarketing on the Display Network. It is an effective process of scaling your Google Ads.
Improve your Google Ads click-through rate
An excellent CTR doesn’t just improve ad performance — it amplifies your visibility, lowers cost-per-click (CPC), and drives stronger returns.
Here’s how to keep optimizing your ads for impact:
- Refine Your Keywords: Focus on relevance. Use negative keywords to avoid irrelevant impressions.
- Sharpen Your Targeting: Narrow your audience for precise ad delivery.
- Enhance Your Copy:
- Keep it scannable and direct
- Use strong CTAs (“Start saving today”)
- Highlight offers or USPs in the headline
- Add primary keywords to your display path
- Craft emotionally resonant ad messages
- Optimize Smartly:
- Use dynamic keyword insertion (DKI) wisely
- Add sitelink, callout, and price extensions
- Test at least 3 ad variations per ad group
- Continuously pause underperforming ads
Â
When done right, these strategies collectively push your CTR higher, improve Ad Rank, and make every rupee you spend work harder.
Pro Tip from Par Marketing:
Before scaling your next campaign, audit your ad account health and keyword performance using a CTR-focused lens. Identify wasted clicks, strengthen intent-driven keywords, and realign ad copy with your audience’s search behaviour.
Need help improving your ad performance? Reach out to Par Marketing — where every click counts, and every campaign is built to convert.
FAQs
The average CTR across all industries typically ranges between 4% and 6%. However, this rate can vary significantly by sector, with some industries like Arts & Entertainment having averages closer to 11%.
A high CTR is a strong indication of an interest-generating ad copy and greatly improves your Quality Score. This often results in higher ad placements and a lower cost-per-click (CPC), making your overall campaign more efficient.
A high CTR is not good if it doesn’t lead to conversions, meaning you are paying for curiosity rather than customers. In such cases, you are wasting money on clicks that are not profitable, highlighting a disconnect between your ad copy and the landing page experience.
The three most effective strategies are chasing appropriate, intent-driven keywords and using negative keywords; writing better ad copy with clear CTAs and special offers; and continuous testing/optimization using ad extensions and A/B testing at least 3 variations.
November 18, 2025
Reading Time: 6 minutes
