Ad CTR Benchmarks
Industry-specific click-through rate benchmarks for Google Search, Google Display, Meta, and TikTok — with a quick comparison against your own CTR.
Your CTR:%
| Industry | Google Search | Google Display | Meta | TikTok | Vs your 2.10% |
|---|---|---|---|---|---|
| Apparel | 6.20% | 0.70% | 1.20% | 1.00% | Below benchmark |
| B2B SaaS | 3.80% | 0.50% | 0.70% | 0.50% | Below benchmark |
| eCommerce (general) | 5.40% | 0.60% | 1.10% | 0.90% | Below benchmark |
| Education | 6.00% | 0.50% | 0.70% | 0.60% | Below benchmark |
| Finance / Insurance | 5.60% | 0.40% | 0.60% | 0.40% | Below benchmark |
| Health & Fitness | 6.30% | 0.70% | 1.00% | 1.20% | Below benchmark |
| Home & Garden | 5.80% | 0.70% | 0.90% | 0.80% | Below benchmark |
| Legal | 4.80% | 0.40% | 0.50% | 0.30% | Below benchmark |
| Real Estate | 4.40% | 0.40% | 0.70% | 0.50% | Below benchmark |
| Restaurants & Food | 7.20% | 0.70% | 1.50% | 1.40% | Below benchmark |
| Travel & Hospitality | 7.80% | 0.50% | 1.00% | 1.00% | Below benchmark |
| Beauty | 6.40% | 0.70% | 1.40% | 1.60% | Below benchmark |
| Automotive | 5.00% | 0.50% | 0.80% | 0.60% | Below benchmark |
| Tech / Electronics | 5.20% | 0.50% | 0.90% | 0.80% | Below benchmark |
Benchmarks reflect 2024 medians. Brand campaigns typically out-perform these by 2–3×; cold prospecting tends to underperform.
