Digital Advertising
Tips for Improving Click-Through Rates on Online Ads
We improve click-through rates on campaigns every month for clients across Lancashire. This guide is for owners whose ads get seen but not clicked. It covers why click-through rate matters, how to raise it and how to keep the gains. Use it when your impressions are healthy but clicks lag behind, so more of your audience reaches your site.
Why click-through rate matters
Click-through rate is the share of people who click your ad after seeing it. A low rate means your ad is not convincing the people who see it. On Google Ads, click-through rate also feeds into ad quality scores. Higher quality can lower your cost per click and improve your ad position.
Click-through rate is a means, not an end. An ad can earn many clicks from people who never enquire. Always judge changes on enquiries as well as clicks. The aim is more of the right people, not simply more people.
Compare your rate against your own past results and similar campaigns. Search ads usually earn higher rates than display or social ads. Benchmarks vary widely by industry and platform.
How to raise click-through rate
Most improvements come from making the ad more relevant to the person seeing it. Relevance starts with targeting and continues through the words and visuals. Small changes to headlines often make a large difference. Try these steps in order.
- Tighten targeting so ads only show to closely matched searches or audiences.
- Put the searcher's keyword or the service and town in the headline.
- Add a specific benefit, such as fast response times or fixed prices.
- Use ad extensions or assets, such as call buttons, site links and locations.
- Refresh images and video on social ads when performance drops.
- Test a clear offer, such as a free quote or consultation.
Change one element at a time so you know what worked. Give each change enough impressions to judge fairly. Our guide to optimising ad creatives explains testing in more detail.
How to keep the gains
Click-through rates drift down as audiences see ads repeatedly and competitors change their offers. Regular checks catch the decline early. Ongoing testing keeps your ads fresh. Build these habits into each month.
- Review click-through rate for every ad and audience.
- Pause the weakest ads and replace them with new tests.
- Watch frequency on social platforms, as repeated views reduce clicks.
- Check competitor ads for new offers or messages.
- Confirm landing pages still match the ad's promise.
Record what you tested and the result each month. Patterns soon show which messages your customers respond to. Our campaign checklist includes this review.
Click-through rate checklist
Use this checklist when an ad's click-through rate falls or stays low. Each item addresses a common cause. Work through it before you change budgets.
- Targeting matched closely to intent or audience
- Keyword or service and town in the headline
- Specific benefit and clear action included
- Ad extensions or assets added
- Visuals refreshed on social ads
- One change tested at a time
- Enquiries checked alongside clicks
Good to know
Click-through rate FAQs
What is a good click-through rate for ads?+
A good click-through rate depends on the platform, industry and ad type. Search ads usually earn higher rates than display and social ads. Compare each ad against your own history and similar campaigns. Focus on steady improvement rather than a single benchmark.
Why is my click-through rate low?+
Low click-through rates usually come from loose targeting or weak ad copy. Ads often show to people who are not looking for your service. Headlines often miss what the searcher typed. Fix relevance first, then test new copy.
Does a higher click-through rate lower costs?+
On Google Ads, a higher expected click-through rate improves your quality score. Better quality can lower your cost per click and improve ad position. Social platforms also reward ads that people engage with. Relevance therefore saves money as well as earning clicks.
Can a high click-through rate be a bad sign?+
Yes, a high rate can hide clicks from people who never enquire. Vague or misleading ads often attract curious but unsuitable visitors. Always check enquiries and cost per enquiry alongside clicks. The best ads attract fewer wrong clicks and more right ones.
Keep this checklist beside your monthly ad reports. Share it with anyone who writes or manages your ads. So you can turn more impressions into clicks from people who are ready to enquire.
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