What is a Good CTR for Google Ads & Facebook Ads?
In short: For Google Search Ads, 2–5% CTR is solid. Facebook/Meta feed ads average 0.9–1.5%. Display ads run much lower at 0.1–0.3%. What counts as “good” depends on the channel, industry, and campaign type.
CTR benchmarks by channel
- Google Search Ads: 2–5% average; 5%+ is strong; 10–20%+ for branded terms
- Google Display / GDN: 0.1–0.3% average; above 0.5% is excellent
- Facebook / Meta (Feed): 0.9–1.5% average; 2%+ is strong
- Facebook / Meta (Stories / Reels): 0.5–1% average
- LinkedIn Ads: 0.3–0.6% average (smaller audience, higher intent)
- YouTube TrueView (skippable): 0.5–1% view-through CTR
These are cross-industry averages. Your numbers will vary by vertical, ecommerce and travel often see higher CTR than B2B SaaS or legal. See ad cost benchmarks by channel for broader context.
CTR benchmarks by industry (Google Search)
- Higher CTR: Ecommerce, travel, entertainment (clear, action-driven queries)
- Average CTR: Finance, education, healthcare
- Lower CTR: B2B software, legal, industrial (longer research cycles, multiple comparison queries)
The most reliable benchmark is your own account history. Week-over-week improvement matters more than hitting an industry average.
Why your CTR is low, and how to fix it
- Weak headline, Add numbers, urgency, or a direct benefit. “Save 40%” beats “Great deals”.
- Poor keyword-to-ad match, Your copy should mirror the search query as closely as possible
- No ad extensions, Sitelinks, callouts, and prices expand your ad’s visual footprint
- Wrong audience, On Facebook, low CTR usually means the offer doesn’t match the audience
- Ad fatigue, Rotate creative every 2–4 weeks; CTR drops as frequency rises
How CTR connects to CPC and Quality Score
In Google Ads, CTR and CPC are directly linked. A higher CTR raises your Quality Score, which means Google charges you less per click and places your ad higher. Improving CTR is one of the most cost-effective levers in paid search. See what is a good CPC for how this plays out in practice.
CTR is only half the picture
A high CTR means nothing if the clicks don’t convert. Always optimise toward the metric that drives revenue: CPA, ROAS, or profit per click. Use our break-even CPC calculator to find the maximum CPC that keeps campaigns profitable.
Common mistakes
- Chasing CTR with clickbait. Misleading headlines hurt conversion rate and landing page quality scores.
- Cross-channel comparisons. A 0.3% CTR on LinkedIn reaching senior decision-makers may be more valuable than 3% CTR on broad display.
- Ignoring position. Position 1 ads have higher CTR by default. Check average position before blaming copy.
FAQ
What is the average CTR for Google Ads?
Across all industries, Google Search Ads average roughly 3–4% CTR. Display campaigns average 0.1–0.2%. Figures vary by industry, bid strategy, and account structure.
Is 5% a good CTR for Google Ads?
Yes. 5% is above average for most non-branded campaigns. For branded keywords (people searching your company name), 10–20%+ is normal.
How do I calculate CTR?
CTR = (clicks ÷ impressions) × 100. See what is CTR for the full breakdown.