What it means for your advertising
CTR is a quick read on whether your ad is relevant to the people seeing it. A higher rate usually means your message matches what they were looking for.
Rates vary a lot by channel and format. Search ads often earn a higher CTR than feed ads, because the person was already looking; some video ads are barely clicked at all. Compare a campaign with itself over time, or with similar campaigns on the same channel.
An example
Java Roasters' ad had 12,000 impressions and 240 clicks. 240 ÷ 12,000 = 0.02, so the CTR was 2%: one click for every 50 people who saw the ad.
Java Roasters is a fictional business, and its figures are illustrative.
How we handle it
Your Performance Hub shows impressions and clicks together, so you can watch the rate move. When CTR drops, the cause is usually the ad's wording or who it's reaching, and changing either is part of how we optimise. More on Google Search advertising.