So you’re staring at your Google Ads dashboard. You see all the numbers—impressions, clicks, cost. But one number is screaming at you: the CTR. Click-Through Rate. You wonder, is mine any good? Is it terrible? What is a good CTR for Google Ads in 2025 anyway?
It’s the question everyone running ads asks. You’re pouring money into this thing, you want to know if it’s working. The honest answer is… it depends. I know, that’s not what you want to hear. But it’s the truth.
There isn’t a single magic number. A “good” CTR for a lawyer in New York is going to be wildly different from a “good” CTR for an online store selling funny socks. They just aren’t the same.
The whole game is changing too. With Google’s AI getting smarter every year, what was normal a few years ago is now old news. We have to think about what works now and what’s coming next. So let’s get into it.
The Big “It Depends” – What Actually Affects Your CTR?
Before we even talk numbers you need to get why your CTR is what it is. It’s not random. A bunch of different things mix together to give you that final percentage. You can’t just compare your number to some random article you found online.
What’s really at play here is a mix of your industry your keyword choices and where your ad shows up on the page. It’s a combination of factors.
Your Industry is a Huge Deal
This is maybe the biggest factor of them all. Some industries just naturally have higher click-through rates. People looking for a vacation are probably going to click on a few ads to compare deals. That’s just how they shop.
Compare that to someone who needs an emergency plumber. They see an ad that says “24/7 Emergency Plumber” and they click. They probably aren’t shopping around. So you see, the user’s intent changes everything. Typically, B2C (business-to-consumer) has higher rates than B2B (business-to-business).
Branded vs. Non-Branded Keywords
This one is pretty simple. If someone searches for “Nike running shoes,” they are probably looking for Nike. So an ad from Nike is going to get a really high CTR. That’s a branded search.
If they search for just “running shoes,” that’s a non-branded search. They might click on Nike, or Adidas, or a local running store. The competition is higher and the CTR for any one ad is normally lower.
Ad Position & Competition
Where your ad appears on the Google results page makes a massive difference. The first ad gets the most clicks. The second gets fewer, and so on. It’s a steep drop-off. So if your ad is consistently at the bottom, your CTR will suffer.
And of course there’s the competition. If you’re the only one bidding on a keyword you’ll do great. But if you’re one of ten companies fighting for that top spot things get a lot harder.
So, Give Me Some Numbers! Average CTRs in 2025
Okay, okay. You still want some numbers to benchmark against. I get it. While you should take these with a grain of salt, here are some general averages we’re seeing for 2025. These are considered to be typical starting points.
Remember, there are two main types of Google Ads: Search and Display.
Search Ads: These are the text ads you see at the top of Google search results.
Display Ads: These are the image-based ads you see on websites, in apps, and on YouTube.
Their average CTRs are completely different animals.
The average CTR across all industries for the Search Network is generally floating around 3-5%. For the Display Network, it’s way lower, something like 0.5-1.0%. Don’t freak out if your display ad has a 0.8% CTR, that’s actually pretty solid.
Here’s a rough breakdown by some common industries for Search Ads:
E-commerce & Retail: 4-6%
Travel & Hospitality: 4-5%
Real Estate: 3-4%
Legal Services: 2-3%
B2B Services: 2-4%
Healthcare: 3-4%
If your numbers are in these zones, you’re generally doing okay. If you’re well above them, great job! If you’re below, you have some work to do.
How to Actually Get a Better Click-Through Rate
Seeing a low CTR isn’t a death sentence. It’s just a sign that you need to make some changes. The good news is that there are very direct ways to fix it. It’s all about making your ad more appealing to the person searching.
First, your ad copy needs to be good. Does it match what the person searched for? If they typed “blue tennis shoes,” your headline should say something about “Blue Tennis Shoes.” It seems obvious but so many people mess this up.
Also, use ad extensions. These are the extra little bits of information you can add to your ad like your phone number, location, or links to other pages on your site. They make your ad physically bigger and give people more reasons to click.
Negative keywords are another thing. These are words you tell Google not to show your ad for. For instance, if you sell high-end furniture, you might add “free” and “cheap” as negative keywords. This stops you from paying for clicks from people who can’t afford your stuff.
Is a High CTR Always a Good Thing? (Spoiler: Nope)
Here’s something that trips people up. A super high CTR is not always the goal. I know that sounds weird, but hear me out. Clicks cost money. You don’t want just any clicks you want the right clicks.
Imagine you have an ad with a 20% CTR. Amazing, right? But what if none of those people are buying anything or filling out your contact form? All you did was spend a lot of money to get people to visit your website. That’s not a win.
The real goal is conversions. Sales. Leads. Whatever your business needs.
Sometimes, a lower CTR can actually be better. An ad with a very specific headline like “Luxury Men’s Watches Over $5,000” might get a low CTR. But the people who do click are exactly the people you want. They are highly qualified.
So don’t just chase a high CTR for the sake of it. Look at the whole picture. Are the clicks you’re getting turning into actual business? That’s the real question to ask yourself.
Frequently Asked Questions
1. What is a good CTR for Google Ads?
There’s no single number, but for Search ads, a CTR of 3-5% is a decent benchmark for 2025. For Display ads, anything over 0.5% is generally considered good. It really depends on your industry and keywords.
2. Why is my CTR so low?
A low CTR usually points to a mismatch between what people are searching for and what your ad is offering. Common reasons are weak ad copy, bidding on the wrong keywords, or a low ad position.
3. Is 2% a good CTR for Google Ads?
It depends! For a highly competitive industry on the Search Network (like legal services), 2% might be acceptable. For an e-commerce brand with a branded keyword, 2% would be very low. For the Display Network, 2% is fantastic.
4. How does CTR affect Quality Score?
CTR is a huge part of your Quality Score. Google sees a high CTR as a sign that your ad is relevant and helpful to users. A higher Quality Score can lead to lower ad costs and better ad positions.
5. Can AI help me improve my CTR in 2025?
Yes, tools like Performance Max and Responsive Search Ads use Google’s AI to test different combinations of headlines and descriptions to find what works best. This can definitely help improve your CTR, but you still need to provide the AI with good creative ideas to work with.
Key Takeaways
There is no universal “good” CTR. It’s all relative to your industry, keywords, and campaign type.
The average CTR for Search ads is much higher (3-5%) than for Display ads (0.5-1.0%).
To improve your CTR focus on writing better ad copy, using all relevant ad extensions, and choosing the right keywords (including negative keywords).
Don’t just chase a high CTR. The main goal is getting clicks that lead to conversions and business growth. A super high CTR with zero sales is a waste of money.
Always be testing. What works today might not work tomorrow. Continuously try new ad copy and strategies to see what gets you the best results.
