Full Definition
Click-Through Rate (CTR) is calculated simply: (Total Clicks ÷ Total Impressions) × 100. If 1,000 people see your Google Ad and 30 click it, your CTR is 3%. CTR matters for two very different reasons depending on context: **In Google Ads**: CTR is one of the key inputs into Quality Score. A higher CTR tells Google that users find your ad relevant to their search — so Google rewards you with a lower cost per click and better ad positions. A low CTR is a red flag: either your ad is being shown to the wrong audience, or the ad copy isn't compelling. **In organic SEO**: Your organic CTR in Google Search Console reflects how enticing your title tag and meta description are. Even if you rank #1, a dull or misleading title means fewer clicks — and Google may eventually demote your page if users consistently skip it in favour of lower-ranked results. Average CTRs vary wildly by context. Google Ads search campaigns average around 3–5%. Organic position 1 results average 28–30%. Display ads are often below 0.5%. To improve CTR in ads: test emotional triggers ('Stop wasting money on ads that don't convert'), include the search keyword in the headline, add specific numbers and benefits, and use ad extensions (sitelinks, callouts, call extensions) to make your listing bigger. Actionable tip: In Google Search Console, filter by pages with impressions over 500 but CTR below 2%. These are your 'lazy ranking' pages — they're visible but not earning their clicks. Rewrite their title tags.