CTR
The share of people who click your ad after seeing it: clicks divided by impressions.
CTR, click-through rate, is the share of people who click your ad after it is shown, worked out as clicks divided by impressions. It is the clearest signal of whether your ad matches what the searcher wanted.
CTR matters beyond the click itself: it feeds your Quality Score, which lowers your cost per click and lifts your position without raising the bid. It is driven by relevance and by the copy, which is why the best headlines earn around three times the click-through of the median, the finding behind our ad-copy testing playbook.
Raise it with a tighter keyword-to-ad match and sharper writing, the discipline in writing compelling PPC ad copy.
Put the number to work: the break-even ROAS calculator turns your margins into the ROAS you need, and a free Due Diligence Audit checks whether the figures you see are the ones you are getting. Back to the glossary.