HubSpot1. Lead your ad with free
Free in the first words lowers the bar to click.
- Put free first
- Add the outcome right after
- Mention who already uses it
What is a good Google ads CTR
WordStream by LocaliQ's 2025 benchmarks put the average Google search ad click through rate at 6.66% across industries, from over 16,000 US campaigns. Business services averaged 5.65%. A good CTR beats your own account's recent average for the same keywords, since brand and non brand searches differ a lot.
Updated · By Blake Emal · 4 real examples, each linked to its source
What are the steps
- Split brand and non brandBrand searches usually click far more often.
- Match ad to searchRepeat the searcher's words in the headline.
- Lead with one promiseFree, speed or a deadline, like HubSpot, Gusto and Ramp.
- Use assetsSitelinks and callouts make the ad bigger.
- Watch conversion tooA high CTR with no signups is wasted spend.
How do the options compare
| WordStream 2025 benchmark | Value |
|---|---|
| Average CTR, all industries | 6.66% |
| Average CTR, business services | 5.65% |
| Average cost per click | $5.26 |
| Average conversion rate | 7.52% |
| Campaigns analyzed | 16,000+ US search campaigns |
Where do these numbers come from
Which real examples show it
HubSpot
Ramp2. Add a deadline to your search ad
A date gives the offer urgency without discounting.
- Tie the offer to a date
- Name the chore it removes
- Add a clear sign up sitelink
Gusto3. Promise speed in the headline
A time promise turns a chore into a quick win.
- Name the product type
- Add how fast it is
- Use sitelinks for top services
Zapier4. Answer a how to search with an ad
Meeting a how to search with help builds trust before the pitch.
- Find how to searches near your product
- Write the ad as the answer
- Send clicks to a helpful guide
Get three ideas for your own product
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What else do people ask
Is a 2% CTR good for Google ads
It is below the 6.66% search average WordStream reports, so check keyword match and ad relevance.
Do display ads have lower CTR than search
Usually, because people seeing display and video ads are not searching for anything.
Does CTR affect cost
Google says expected CTR is part of ad quality, which affects what you pay.