Click-through rate, usually shortened to CTR, tells you how often people click your ad after seeing it. It is calculated by dividing clicks by impressions. If your ad is shown 1,000 times and gets 50 clicks, your CTR is 5 percent. Click-through rate optimisation is a big part of any PPC campaign.

Many small business owners ask what counts as “good”, but the answer depends on context. Industry, competition, search intent, and even the wording of your offer all influence performance. A local service business targeting high intent searches might see a CTR above 7 or 8 percent. A broader campaign focused on awareness could sit closer to 2 or 3 percent and still be healthy.

Rather than chasing a universal benchmark, it helps to think about what CTR actually represents. A strong click-through rate means your ad matches what people are searching for. Your message feels relevant. Your headline speaks their language. When CTR is low, it usually means there is a disconnect between keyword, ad copy, and user expectation.

Improving CTR often comes down to small adjustments. Clear headlines that include the search term tend to perform better. Specific offers usually beat vague promises. Local references, pricing hints, or clear benefits can help people decide quickly that your business is worth a click.

It is also important to remember that CTR alone does not equal success. A high CTR with poor enquiries or sales suggests you are attracting curiosity rather than genuine buyers. The goal is qualified clicks, not just more traffic.

If you are unsure whether your campaigns are performing well, an outside review can quickly highlight missed opportunities. At Pollinate Marketing, we offer a free PPC audit where we look at your keywords, ads, and targeting to show where growth could come from. If you want a clearer picture of how your Google Ads are really performing, get in touch and we will take a look.