What's a good CTR for Google Ads?
A good CTR for Google Ads is 9.8% or higher, which puts you in the top quarter of advertisers. The median is 6.1%, so anything above that beats at least half of accounts, and 3.2% or lower is the bottom quarter. It varies by industry, from 2.1% in saas to 9.8% in insurance.
Google Ads CTR benchmark
Published benchmarks for Q1 2023 – Q4 2024.
| Band | CTR |
|---|---|
| Good (top quarter) | 9.8% or higher |
| Median | 6.1% |
| Bottom quarter | 3.2% or lower |
| Strongest accounts | 12%+ |
Google Ads CTR by industry
| Industry | Median CTR |
|---|---|
| Home Services | 6.5% |
| Travel | 9.3% |
| Automotive | 8.3% |
| Legal | 5.9% |
| Education | 7.6% |
| Real Estate | 7.6% |
| Financial Services | 9.8% |
| Healthcare | 6.6% |
| Ecommerce | 2.7% |
| SaaS | 2.1% |
| B2B Services | 6.1% |
| Nonprofit | 4.2% |
| Insurance | 9.8% |
| Dental | 5.7% |
Common questions
What's a good CTR for Google Ads?
A good CTR for Google Ads is 9.8% or higher, which puts you in the top quarter of advertisers. The median is 6.1%, so anything above that beats at least half of accounts, and 3.2% or lower is the bottom quarter. It varies by industry, from 2.1% in saas to 9.8% in insurance.
What is the average CTR for Google Ads?
The median CTR for Google Ads is 6.1% in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
Is a 3.2% CTR good on Google Ads?
No. 3.2% is the bottom-quarter line for Google Ads: three in four advertisers do better. Aim for the median, 6.1%, first.
What's a good CTR for Google search ads?
Google search ads report through Google Ads, so the same benchmark applies: 9.8% or higher is good, and the median is 6.1%.
What CTR do the best Google Ads accounts get?
The strongest accounts reach 12%+. Treat that as a ceiling to learn from rather than a target for every campaign.