Compare Bing search and Microsoft audience network campaigns in Home Services against sourced CTR ranges. Figures are the Home Services medians and quartiles for Microsoft Ads from the Benchmarketing curated dataset (Q1 2023 – Q4 2024).
Microsoft Ads CTR benchmarks for Home Services: median 3.84%, top quartile 6.2%, bottom quartile 2.5% (Q1 2023 – Q4 2024). See what moves it and how Home Services compares on other channels.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Home Services on Microsoft Ads | 3.84% | 6.2% | Setting a target for this exact channel and industry |
| Microsoft Ads, all industries | 2.83% | 4.60% | A baseline when you need the whole-platform picture |
| Home Services on Google Ads | 6.47% | 9.83% | Comparing channels for the same industry |
| Home Services on Meta Ads | 0.92% | 1.62% | Comparing channels for the same industry |
| Home Services on TikTok Ads | 0.88% | 1.55% | Comparing channels for the same industry |
| Home Services on Pinterest Ads | 0.68% | 1.20% | Comparing channels for the same industry |
The factors that most often explain why a result lands above or below the range.
| Driver | Why it matters |
|---|---|
| Query intent mix | Brand and high-intent queries convert and click far more often than broad research queries, so the share of each in a Microsoft Ads account moves the result more than copy changes do. |
| Offer specificity | In Home Services, ads with a concrete offer (price, availability, a clear next step) earn more clicks than general brand messaging. |
| Ad position and assets | Sitelinks, callouts, and top-of-page position change how much of the results page a Microsoft Ads ad occupies, which moves CTR and CPC together. |
| Creative fatigue | CTR on Microsoft Ads falls as the same people see the same ad repeatedly; frequency above a few impressions per week usually shows up here first. |
Half of the accounts in the benchmark group do better than 3.84% and half do worse. It is a realistic first target.
The better-performing quarter of accounts reach 6.2% or higher. Treat it as a stretch goal once the basics are in place.
Results around 2.5% usually point to a tracking, targeting, or offer problem worth fixing before scaling spend.
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), AdLiftr Snapchat Ads Cost Benchmarks (2026), Ad Badger Amazon Advertising Benchmarks (2026). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
The Home Services median CTR on Microsoft Ads is 3.84%. Top-quartile accounts reach 6.2% or higher, and the bottom quartile sits at 2.5%. Aim for the median first, then the top quartile once your campaign mix resembles a typical Home Services account.
The biggest factors are query intent mix and offer specificity. Brand and high-intent queries convert and click far more often than broad research queries, so the share of each in a Microsoft Ads account moves the result more than copy changes do.
Google Ads: 6.47% median; Meta Ads: 0.92% median; TikTok Ads: 0.88% median; Pinterest Ads: 0.68% median; Microsoft Ads: 3.84% median. Channels reach people at different stages of the decision, so compare each with its own range rather than with each other.