Paid Search CTR Benchmarks

Last updated July 2024

According to our research, the average Paid Search CTR in Q2 2024 was 2.41% (averaging across all countries, platforms, and industries).

This is the headline figure, though – results can vary hugely depending on circumstances.

Find results more comparable to your campaigns by using the filters on the Paid Search CTR Benchmark tool below. Drill down by country and industry to find results from advertisers similar to you.


Top Tip: CTR is a more useful measure than the number of clicks as it can be used to compare campaigns with different impressions & costs directly.


Paid Search CTR Benchmark Tool

Use the drop-downs to filter results so that you can compare your results to those similar to you.


Instructions (click to expand)

When using the drop-downs:

  • Filter results by Country and Industry. When you leave filters to the default “All” position, the benchmark will include results from people who did not specify anything for that field (eg “All Industries” will include all the industries listed in the drop-down, as well as data from where the industry field was left blank).
  • Choose a single option by clicking the “Only” button next to any choice.
  • Select multiple options at once. Untick the “All” tickbox then tick the box by each option you would like to see included in the data.
  • Reset all filters.  Tick the top tickbox by clicking the “All …” tickbox.
  • To close a filter drop-down menu. Click elsewhere within the benchmark tool.


  • Compare your results to the benchmark by using the CTR calculator in the left-hand column (desktop only).
  • As the above figures are self-reported we use multiple filters and levels of analysis to ensure the data is useful.
  • More options to break down the benchmark further (including by more countries) are coming as we gather more data.
  • We only show data with enough data points to make it useful. If you filter results it may make other filters unavailable.
  • The current quarter only contains data up to the end of last month.
  • If the above benchmark tool has stopped working, please let us know.


How should I use this benchmark?

The best use of this benchmark is as context for your results - if your CTR is following a general trend for Paid Search then that is useful to know.

For example, if your CTR goes down suddenly one month and you see that this is repeated elsewhere, then perhaps it was not your campaign tanking but instead an industry-wide issue out of your control.

Similarly, if your CTR is suddenly really good one month (but so is everyone else's) then perhaps you are not a PPC genius after all! (You could be though).

Context can be really illuminating, and adding benchmarks to reporting and forecasting can be very helpful.


How do I compare my results to these benchmarks?

If you want to compare your results directly to the above benchmark, here is a simple guide to help you. If your results are...

  • above the Top 25% figure, you should be very pleased
  • above the Average CTR figure, you should be slightly pleased
  • below the Average CTR figure, you should be slightly disappointed
  • below the Bottom 25% figure, you should be very disappointed

Most results occur between the top 25% and bottom 25%, so if you are somewhere in the middle you are more or less doing ok.

Again, please note that the best benchmark is always your past performance. If you performed better compared to the same time last year then that is important. This benchmark is more useful for context than a direct comparison.


What do percentiles mean?

We included the 25th percentile (bottom 25%) and the 75th percentile (top 25%).

These work by putting all the CTRs in order from smallest to largest, then choosing the numbers that are 25% from the bottom and 25% from the top.

We include these top and bottom 25% markers for a few reasons:

  • Most results occur between these top and bottom markers. If you are within this range, your campaigns are performing more or less as expected.
  • If you are performing below average then it is useful to know how far below it you can be before you should be concerned.
  • If you are performing above average then it is useful to know how much you should be celebrating.
  • If you are particularly good (or bad) at Display Advertising, then comparing yourself to the average probably isn't that helpful. By providing these extra sets of data, you can compare your results to benchmarks more relevant to yourself.


How is CTR calculated for Paid Search?

The Click-Through Rate for Paid Search is calculated by dividing the number of clicks an ad received by the number of ad impressions it had.

In other words - what percentage of people clicked on an ad after seeing it?


The CTR equation is:

The CTR Formula or Click Through Rate Equation, which is Clicks divided by Impressions (as a percentage)Click to enlarge

CTR = (Clicks ÷ Impressions) x 100


CTR is a simple way to measure how interesting something is. For Paid Search, CTR is also the engagement rate as there is no other way to engage with PPC ads except by clicking on them.


Top Tip: The best benchmark is always your own past performance. Use this benchmark tool to add context and compare trends.


Find out more


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