CTR benchmark data for 2026. Compare averages, medians, and top-quartile performance across channels and industries.
| Channel | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Google Ads (Search) | 6.11% | 3.2% | 9.8% |
| Google Ads (Display) | 0.35% | 0.15% | 0.65% |
| Meta Ads | 0.90% | 0.50% | 1.60% |
| LinkedIn Ads | 0.44% | 0.22% | 0.80% |
| Email Marketing | 2.30% | 1.20% | 3.90% |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Travel | 4.68% | 3.1% | 7.2% |
| Home Services | 4.28% | 2.8% | 6.5% |
| Nonprofit | 4.17% | 2.7% | 6.4% |
| Automotive | 4.00% | 2.5% | 6.1% |
| Legal | 3.84% | 2.4% | 6.0% |
| Real Estate | 3.71% | 2.2% | 5.9% |
| Education | 3.58% | 2.1% | 5.8% |
| Healthcare | 3.27% | 1.9% | 5.2% |
| Financial Services | 2.91% | 1.7% | 4.8% |
| B2B Services | 2.41% | 1.3% | 3.9% |
| Ecommerce | 2.69% | 1.5% | 4.4% |
| SaaS | 2.09% | 1.1% | 3.5% |
| Insurance | 3.12% | 1.8% | 4.9% |
| Dental | 3.52% | 2.1% | 5.5% |
A good Google Ads CTR depends heavily on your industry. The cross-industry median is 6.11% for Search campaigns. Home Services and Travel tend to see the highest CTRs (4–5%), while SaaS and B2B sit lower (2–3%). If you are above your industry median, you are performing well.
Generally yes - but not always. A very high CTR with a low conversion rate can indicate your ad copy attracts clicks that do not match the landing page promise. CTR and CVR should be optimized together.
For Google Ads Search, CTRs above 12% are in the top decile. For Meta Ads, CTRs above 2.5% are considered elite. These thresholds vary by campaign type and industry.
The most effective CTR levers are: (1) tighter keyword-to-ad-copy relevance, (2) using all available ad extensions (sitelinks, callouts, structured snippets), (3) adding emotional triggers or numbers in headlines, and (4) excluding irrelevant search terms that dilute click intent.
CTR = (Total Clicks ÷ Total Impressions) × 100. If your ad received 500 clicks from 10,000 impressions, your CTR is 5%.
Yes. Expected CTR is one of three components Google uses to calculate Quality Score, which directly affects your Ad Rank and CPC. Higher CTR typically leads to better positions at lower costs.