What is your click through rate?

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If your click-through rates are lower than your industry average, you may want to refine your keyword list and make sure the keywords you’re targeting are actually relevant to your business. Also, try experimenting with different approaches to your ad copy to see which features, benefits, and emotional framing resonate the most. Refining your targeting to better match your messaging can also help. Get more tips for improving your CTR (and many other PPC metrics ) here. However, keep in mind that while a higher click-through rate can lower your cost per click, it will increase your cost per lead if your clicks are not relevant. So, like cost per click, it’s just another piece of the puzzle.

Average Conversion Rate for Search Ads by Industry
Conversion rate is a measure mint database of what percentage of people who click on your ad go on to “convert,” or take the desired action you want them to take, whether that’s making a purchase or becoming a lead . Conversion actions can include signing up for a free trial of a product or filling out a form to receive a quote for a service.


The average conversion rate for search varies greatly across industries, from Apparel/Fashion and Jewelry & Furniture at around 2%, to 15% for Animals & Pets and Doctors & Surgeons. Dentistry & Dental Services isn’t far behind at 13%. These are the same industries with the lowest and highest conversion rates in last year’s 2021 Search Advertising Benchmarks Report. It’s encouraging to see that the average conversion rate for Arts & Entertainment increased by 34%, likely due to changing habits during the pandemic. However, Shopping, Collectibles & Gifts and Fashion saw conversions drop by more than 50%. It’s possible that as people increasingly leave their homes, they’re researching online but buying in-store or even researching while in-store, highlighting the growing importance of an omnichannel marketing strategy .