Industry benchmarks put average search ad click-through rates between two and five percent, but this varies significantly by industry and keyword type. Branded keywords, where someone searches your business name specifically, will see much higher rates. Competitive non-branded keywords often fall below the average.
A higher click-through rate signals that your ad copy and extensions are relevant to the search query, which improves Quality Score and directly lowers your cost per click. Our team optimizes ad headlines, descriptions, and sitelink extensions continuously to improve CTR over time, reducing your effective cost while maintaining or growing traffic volume.