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CTR Calculator
Click-through rate = clicks divided by impressions, times 100. Enter yours below to see exactly where you stand against real Google and LinkedIn benchmarks for B2B SaaS.
Ex-Google · 9 Years · $1B+ Managed
$1B in managed ad spend
Ex-Google · 9 Years · $1B+ Managed
$1B in managed ad spend
What Is A Good CTR?
There is no single good CTR. Three percent is weak on branded search and excellent on LinkedIn. These ranges come from managing live accounts between January 2024 and August 2026, checked line by line against every number Google and LinkedIn publish themselves
Google Ads CTR Benchmarks
Typical
Strong
Search · brand
8–12%
>15%
Search · Non-brand
3–6%
>8%
Search · Competitor
2–4%
>5%
Demand Gen
0.5–1.2%
>1.8%
Display (remarketing)
0.15–0.4
>0.6%
Google's published average for Search non-brand is 3.17% across all industries, which matches our data. Display varies more by sector than any other format, with financial services running below tech.
LinkedIn Ads CTR Benchmarks
Ad Format
Typical
Strong
Sponsored Content · Single image
0.40–0.65%
>0.90%
Sponsored Content · Video
0.25–0.45%
>0.65%
Document Ads
0.50–0.80%
>1.10%
Text Ads
0.02–0.05%
>0.07%
LinkedIn's published benchmark for single-image Sponsored Content is 0.44%. Our data from B2B SaaS accounts with ACV between $5K and $50K and buying committee targeting puts the ceiling around 1.2% before creative fatigue sets in. Message Ads are measured on open rate, typically 30% to 40%, so they are not comparable to CTR and sit outside this table.
Why Your CTR Is Low
Google Search
Match type is usually the cause. Broad match without a strong negative list pulls in queries your ad was never written for.
Demand Gen
This is a creative problem, not a keyword problem. A low CTR means the ad isn't distinctive enough to stop the scroll.
LinkedIn Ads
CTR falls as frequency rises. The same people see the same creative until they stop noticing it.
When CTR Is The Wrong Thing To Optimise
A high CTR on the wrong audience fills your demo calendar and empties your pipeline. The ads look like they're working. The close rate says otherwise.
CTR measures attention, not buyer fit. A 4% CTR and a 3% CTR on Google Search non-brand can come from entirely different audiences, one converting at $400 per lead, the other at $4,000. The CTR gap is one point. The cost gap is ten times that.
Treat CTR as a diagnostic, not a target. Cost per lead tied to SQL quality is the number we report on, every week, for every account.
Frequently asked questions
What Is A Good CTR?
A good CTR depends entirely on the channel. On Google Search, 8% to 12% is normal for branded campaigns and 3% to 6% for non-brand. On LinkedIn Sponsored Content, 0.40% to 0.65% is normal, and anything above 0.90% is strong. A LinkedIn CTR and a Google Search CTR aren't comparable. The two compete for attention in completely different contexts.
How Do I Calculate CTR?
Divide your clicks by your impressions and multiply by 100: CTR = (Clicks ÷ Impressions) × 100. 1,155 clicks from 210,000 impressions gives a CTR of 0.55%. Use the calculator above to see how yours compares to your channel's benchmark.
Does CTR Affect Quality Score?
Yes, on Google Ads. Expected click-through rate is one of three Quality Score components, alongside ad relevance and landing page experience. A higher CTR raises Quality Score, which raises Ad Rank and lowers what you pay per click. LinkedIn has no Quality Score, but its relevance score rewards higher engagement with lower effective CPMs.
Why Is My LinkedIn CTR So Much Lower Than Google?
Because the intent is different. Google Search captures people already looking for what you sell, so the click rate is high. LinkedIn reaches people before they start searching, which is most of your market at any given moment. A 0.55% LinkedIn CTR and a 4% Google Search CTR can both be healthy. They're doing different jobs.
What Is A Good CTR For B2B SaaS?
Across the B2B SaaS accounts we manage, the working figures are 3% to 6% on Google Search non-brand, 0.5% to 1.2% on Demand Gen, and 0.40% to 0.65% on LinkedIn Sponsored Content. Companies selling into a narrow buying committee run lower CTRs and better pipeline, because tight targeting cuts out the curiosity clicks.
