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CTR calculator
Click-through rate is the share of people who clicked your ad after seeing it: clicks ÷ impressions × 100. An ad with 150 clicks on 5,000 impressions has a CTR of 3%. Fill in any two values below and the calculator gives you the third.
By Alain Abulafya, founder of PPCleaner · Updated
PPCleaner
A good CTR on the wrong searches is still money lost. PPCleaner reads your Google Ads search terms every night and blocks the ones that were never going to buy.
Start 7 days freeHow to calculate CTR
150 clicks on 5,000 impressions is 150 ÷ 5,000 × 100 = 3%. Turned around, the formula tells you how many clicks to expect from a number of impressions, or how many impressions you need to reach a number of clicks.
What CTR tells you, and what it doesn't
CTR measures how relevant your ad looks to the people who see it. In Google Ads, expected CTR is one of the three parts of Quality Score, with ad relevance and landing page experience, so a better CTR can also lower what you pay per click.
But a high CTR is not the goal in itself. An ad that attracts clicks from job seekers, students or people looking for a free version has a fine CTR and a poor return: every one of those clicks is paid for. Check your search terms report before celebrating a CTR increase.
How to raise your CTR on Google Ads
- Match the ad to the search. Put the main keyword of the ad group in a headline.
- Use all the assets. Sitelinks, callouts and structured snippets make the ad larger and give more reasons to click.
- Remove the searches you don't want. Negative keywords stop your ad from showing on irrelevant searches. Impressions fall, CTR rises, and the clicks you lose were never going to buy. The keyword wrapper formats them for you.
Frequently asked questions
What is a good CTR for Google Ads?
On Search, a CTR well below your other ad groups usually means the ad and the keywords don't match. Compare ad groups and ads within your own account rather than with an industry average, which mixes very different searches.
Why is CTR on Display so much lower than on Search?
On Search, people are looking for something and your ad answers. On Display, the ad interrupts a page they came to read. A Display CTR is often a fraction of a Search CTR, and that is normal.
Does CTR affect cost per click?
Yes, indirectly. Expected CTR is part of Quality Score, and a higher Quality Score lets you keep the same position for a lower cost per click.
Is my data stored?
No. The calculation runs in your browser.