For many industries, an average click-through rate is between 4-6%. So a good or above-average click-through rate in Google Ads would be something like 7-9%. If you’re in the travel, automotive sales, or real estate industries, however, where average CTR is 7-9%, you’d want to strive for 10-12%.

Now that we know what click-through rate is, how it impacts your Google Ads performance and what it means to have a good click-through rate, we can talk about how to achieve one. And there are a few approaches. The first is with your targeting. A proper, well-crafted campaign should focus on narrow audience that filters out prospective customer/clients/accounts that will not be interested and will never convert. Next, it should filter out “window shoppers” that will click and do have interest, but will not buy and become an account. This is accomplished at the ad copy level as well as with negative keywords. Low click-through rates could be because you’re bidding on the wrong keywords. But in most cases, you can significantly increase CTR (and conversion volume and ROI) by simply writing stronger ad copy.

Telling a user that you have what they’re looking for, that what you have is better than what your competitors have, is not a call to action. You need to actually invite your ad viewers to act. And to act now. Buy now. Download today. Though it’s just one or two words, it’s a micro-push that can make all the difference. Even better, reinforce a feature or benefit in the CTA, like “Starting saving now” or “Talk to a specialist today.”