Average Click-Through Rate by Channel (2026)

What is the average click-through rate?

There is no single average click-through rate. It depends on the channel. In the latest benchmarks, a Google search ad gets clicked on 6.64% of impressions, a Facebook traffic ad on 1.93%, a LinkedIn single image ad on 0.65% and a high-impact display ad on 0.26%. From search ads at the top to online video ads at 0.09%, the spread is about 74-fold.

We call this the Intent Gradient. A search ad answers a question someone just typed. A feed ad or a banner interrupts someone doing something else. Figure 1 puts every channel on one log scale so the gaps read as multiples.

Blending these into one number hides that. Adsy's survey of published benchmarks puts Google search ads at 3.52% by averaging nine sources, several of them secondhand and some years old. The data owners' own latest figures are higher.

What is the average CTR for Google Ads?

The average CTR for Google search ads is 6.64% across industries in 2026, according to LocaliQ, which publishes WordStream's benchmarks. The figure covers more than 13,000 customer campaigns on Google Ads and Microsoft Ads. By industry it runs from 5.56% for auto repair to 12.75% for arts and entertainment.

B2B search ads come out about the same. Metadata's 2026 benchmark puts B2B Google Ads at 6.33%, against 0.67% on LinkedIn for the same pool of advertisers, a 9.4-fold gap.

What is a good CTR for Facebook ads?

Most Facebook ad CTR benchmarks fall between 1.64% and 2.70%, depending on the objective. LocaliQ's 2026 data puts traffic campaigns at 1.93% and lead campaigns at 2.70%. Metricool's lead campaigns from the first half of 2026 average 2.04%. B2B advertisers on Metadata see far less, 0.79%.

What is the average CTR for LinkedIn and TikTok ads?

LinkedIn single image ads have a median CTR of 0.65% counting all clicks, according to Kiin Labs' panel of more than 1,000 accounts. Counting only clicks to a landing page, it is 0.37%. TikTok lead campaigns averaged 0.75% in Metricool's data for January to June 2026. Lebesgue puts conversion-focused ecommerce TikTok ads at 0.61%.

What is the average display ad CTR?

The median CTR of a high-impact display ad is 0.26%, based on 55,798 USA TODAY Network campaigns from July 2025 to June 2026. Native display ads get 0.28% and video ads 0.09%. Across 7,074 LocaliQ display campaigns, no industry's median reached 0.5%. Education led at 0.40%.

Do AI Overviews lower paid search CTR?

Yes, but the gap is closing. In February 2026, paid ads on searches with an AI Overview had a 16.21% CTR, against 21.85% on searches without one, according to Seer Interactive's data for 53 brands. That is about 26% lower. In January 2025 the gap was 11.34 points. By February 2026 it was 5.64, mostly because CTR on searches without an AI Overview fell.

What is the average email click-through rate?

The median email click rate is 2.09% per delivered email, according to MailerLite's 3.6 million campaigns from December 2024 to November 2025. Other platforms report anywhere from 0.88% (Omnisend, ecommerce) to 3.25% (GetResponse, 2023 data), because their customers and counting rules differ.

Methodology & caveats

This graphic started from Adsy's "63 CTR Statistics 2026", which averages published benchmarks into one figure per channel. We traced each channel to the company that owns the underlying campaign data and used its latest public figure. Every number was checked on the publisher's page on November 12, 2026. WordStream's site blocks automated access, so its search, Facebook and display benchmarks are cited from LocaliQ, which publishes the same data.

Benchmarks differ in sample, period and statistic. LocaliQ says its display "averages" are medians. AgencyAnalytics and Kiin report medians. Metricool reports averages per campaign. Metadata calls its CTRs medians, but each matches CPM ÷ CPC in its dataset, which suggests pooled ratios. LocaliQ's search page and AgencyAnalytics' pages do not state a data period. AgencyAnalytics' figures were published in December 2024, so they are older than the rest. Most samples are managed client accounts, which may run above the market as a whole.

Seer assigns each query's AI Overview status from its latest snapshot and applies it to every month. Its paid sample is 296.9 million impressions. All multiples, gaps and percentage differences (9.4×, about 25×, about 74×, 3.4×, 3.7×, the monthly gaps and 26%) are PPC.co's calculations from the published figures.