Enter clicks and impressions to calculate click-through rate, the share of people who saw your ad or search result and clicked it. Works for Google Ads, Meta Ads, e-mail and organic search.
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How CTR is calculated
CTR = clicks ÷ impressions × 100. 450 clicks from 9,000 impressions is a 5% click-through rate.
How to read your CTR
Compare like with like. Branded search keywords routinely reach double-digit CTR, non-brand search is lower, and Display or social feed ads are often well under 1%. Inside one search campaign, a keyword with a CTR far below its neighbours usually has an intent mismatch or weak ad copy.
In Google Ads, expected CTR is one of the three Quality Score components, so improving it can lower what you pay per click. But CTR is not the goal: an ad that promises too much gets clicks and no customers.
Reference point: when we checked WordStream’s Google Ads benchmarks lookup in November 2026, the all-industry medians for search campaigns were a 6.64% click-through rate, $5.42 cost per click, 8.18% conversion rate and $66.69 cost per lead. Industries differ a lot, so compare against your own vertical and your own history first.
Frequently asked questions
How do I improve CTR in Google Ads?
Put the search intent into the headline, use all relevant assets (sitelinks, callouts, structured snippets), separate brand and non-brand, and add negative keywords so the ad stops showing for irrelevant searches.
Can CTR be too high?
Yes. If CTR is high and conversion rate is low, the ad attracts the wrong people or promises something the landing page does not deliver.
Does CTR affect cost?
In Google Search, yes: a higher expected CTR improves Ad Rank, which can reduce cost per click for the same position.