How to Improve CTR in Google Ads: A Step-by-Step Guide for Better Performance

If you're running Google Ads and your CTR is sitting below 2%, you're leaving money on the table. A low CTR means your ads are showing up but people aren't clicking—which tanks your Quality Score, drives up your cost-per-click, and ultimately makes your campaigns less profitable.

The good news? CTR is one of the most controllable metrics in your account. Unlike conversions (which depend on your landing page, offer, and a dozen other factors), CTR is almost entirely about what happens in the search results. Better targeting plus better ads equals more clicks.

This guide breaks down exactly how to improve CTR in Google Ads, step by step. Whether you're a freelancer managing a handful of accounts or an agency owner scaling across multiple clients, these are the same tactics that consistently move the needle. No fluff, no theory—just practical steps you can implement today.

TL;DR: Improving your click-through rate in Google Ads comes down to tighter keyword targeting, more compelling ad copy, smart use of extensions, and ongoing optimization based on real search term data. This guide walks you through each step so you can stop wasting impressions and start getting more qualified clicks.

Step 1: Audit Your Search Terms Report for Irrelevant Traffic

Here's what most advertisers miss: you can write the world's best ad copy, but if half your impressions are coming from searches that have nothing to do with what you offer, your CTR will stay in the gutter.

The search terms report is where you see the actual queries that triggered your ads—not just the keywords you bid on. And trust me, Google's interpretation of your keywords can get creative. I've seen "lawyer consultation" trigger ads for "free legal advice Reddit" and "CRM software" show up for "what does CRM stand for."

Start by navigating to your search terms report. In Google Ads, go to Keywords → Search Terms. Set your date range to at least the last 30 days (90 days if you have enough data). Sort by impressions, descending.

Now look for patterns in the junk. You're hunting for three main categories of irrelevant traffic:

Informational searches: Queries like "how to," "what is," "free," or "DIY" that indicate someone researching, not buying. If you're selling project management software and getting impressions for "free project management templates," that's a negative keyword waiting to happen.

Competitor terms: Unless you're specifically running a conquest campaign, you probably don't want to burn budget on impressions for "Alternative to [Competitor]" or "[Competitor] pricing." The CTR on these is typically terrible because people searching for a specific brand usually want that brand.

Adjacent but irrelevant terms: These are the trickiest. Searches that seem related but attract the wrong audience. For example, if you sell enterprise analytics software, you might get impressions for "free analytics tools for students." Technically relevant, but zero chance of converting.

As you identify these patterns, add them as negative keywords. Be strategic about match type here—if "free" keeps showing up across multiple junk queries, add it as a broad match negative. If it's a specific phrase like "free trial alternatives," use phrase match to avoid accidentally blocking legitimate searches that contain those words in a different context. Learning how to use negative keywords in Google Ads effectively is one of the fastest ways to clean up wasted spend.

The immediate impact? Your impression count will drop, but your CTR will climb. You're eliminating the denominator—fewer wasted impressions means your existing clicks represent a higher percentage. This also starts feeding better data into Google's algorithm about what searches actually work for your ads.

Do this exercise monthly at minimum. In most accounts I audit, there's at least 15-20% of impression volume going to searches that will never convert. Cut that waste and your CTR improves before you change a single ad.

Step 2: Tighten Your Keyword Match Types and Structure

Once you've cleaned up the obvious junk, it's time to look at your keyword structure itself. This is where the reach versus relevance trade-off comes into play.

Broad match keywords can inflate your impression count while simultaneously tanking your CTR. Why? Because Google interprets broad match very liberally. A broad match keyword like "email marketing software" might trigger your ad for searches like "email marketing tips," "marketing software comparison," or "best email templates"—none of which are high-intent purchase searches.

Here's the match type hierarchy for CTR optimization:

Exact match: Gives you the tightest control and typically the highest CTR, but limits your reach. Use this for your highest-converting, most specific keywords where you know exactly what the searcher wants. If you want to dive deeper, check out this guide on how to improve CTR with exact match for better ad engagement.

Phrase match: The sweet spot for most campaigns. It maintains relevance while allowing some variation. Your ad shows for searches that include your keyword phrase in the same order, with additional words before or after.

Broad match: Use sparingly and only with robust negative keyword lists. In 2026, Google's broad match incorporates machine learning signals, which means it's less wild than it used to be—but it still requires close monitoring.

The mistake most agencies make is running everything on broad match to maximize impression share, then wondering why their CTR is stuck at 1.5%. You're trading volume for quality, and Google Ads rewards quality. Understanding how keyword match type affects your Google Ads performance is essential for making smarter targeting decisions.

Now let's talk ad group structure. The old-school SKAG (Single Keyword Ad Group) approach is overkill for most accounts, but the principle still holds: tighter keyword themes enable more relevant ad copy.

Instead of one ad group with 20 loosely related keywords, create themed groups around specific user intents. For example, if you're running ads for a PPC optimization tool, don't lump "Google Ads optimization," "PPC management software," and "search term analysis tool" into one ad group. Split them.

Each themed ad group should contain 5-10 closely related keywords, all sharing the same core intent. This allows you to write ad copy that speaks directly to what those specific searchers want, which dramatically improves your CTR.

What usually happens here is someone restructures their account, tightens their match types, and sees their impression volume drop by 30-40%. They panic. Don't. If your CTR doubles and your conversion rate improves, you're winning—even with fewer impressions. You're paying for clicks that matter, not just visibility.

Step 3: Write Ad Copy That Earns the Click

You've cleaned your search terms and tightened your targeting. Now comes the part where most advertisers either nail it or completely miss: writing ads that people actually want to click.

First rule: include your target keyword in Headline 1. This isn't optional. When someone searches for "Google Ads optimization tool" and your headline says "Google Ads Optimization Tool," the keyword appears in bold in the search results. That visual match signals immediate relevance and dramatically improves CTR.

But here's where it gets interesting—you can't just parrot the keyword and call it a day. Your second and third headlines need to add value, create urgency, or present a specific benefit.

Let's break down what actually works:

Specific numbers beat vague claims: "Optimize Campaigns 10X Faster" outperforms "Optimize Campaigns Faster" every time. Numbers create concrete expectations and stand out in a sea of generic ad copy.

Problem-aware versus solution-aware messaging: Test both angles. Problem-aware speaks to the pain: "Tired of Wasting Ad Spend?" Solution-aware leads with the fix: "Eliminate Junk Keywords Instantly." Different stages of awareness respond to different hooks.

Benefit-driven descriptions: Your descriptions should answer "What's in it for me?" Don't waste space on corporate fluff like "industry-leading solutions" or "trusted by thousands." Instead: "Remove irrelevant search terms with one click. No spreadsheets. No switching tabs."

The display URL path matters more than you think: Those two 15-character paths in your display URL reinforce relevance. If someone searches "negative keyword tool," your display URL should show keywordme.io/negative-keywords or keywordme.io/optimization-tool. It's another visual relevance signal.

Here's a real-world comparison. Weak ad for a PPC tool:

Headline 1: "PPC Management Software"
Headline 2: "Try It Free Today"
Headline 3: "Trusted by Marketers"
Description: "Our platform helps you manage your PPC campaigns more effectively. Sign up for a free trial and see the difference."

Stronger version:

Headline 1: "Google Ads Optimization Tool"
Headline 2: "Optimize 10X Faster, No Spreadsheets"
Headline 3: "Remove Junk Keywords with 1 Click"
Description: "Stop wasting time on manual PPC tasks. Eliminate irrelevant search terms, add negatives, and apply match types—right inside Google Ads. Start free."

The second version includes the keyword, leads with a specific benefit, addresses a pain point, and creates a clear mental picture of what the tool does. That's what moves CTR.

One more thing: avoid being spammy with urgency. "Act now!" and "Limited time!" scream desperation and often trigger Google's ad disapproval algorithms. Instead, use natural urgency: "Start Your Free 7-Day Trial" or "See Results in 24 Hours."

Test different angles consistently. What works for one audience might flop for another. The accounts with the highest CTRs aren't running one perfect ad—they're constantly testing new variations and letting the data tell them what resonates. If you're struggling with relevance scores, this guide on how to improve ad relevance in Google Ads breaks down the framework for cutting CPC.

Step 4: Maximize Real Estate with Ad Extensions

Extensions are the easiest CTR win that most advertisers underutilize. They're free to add, they can only help your performance (never hurt), and they physically push competitor ads further down the page.

Think of it this way: without extensions, your ad takes up maybe three lines in the search results. With a full set of extensions, you're taking up five, six, sometimes seven lines. More real estate equals more visibility, which equals higher CTR.

Here are the extensions with the biggest CTR impact:

Sitelink extensions: These are the additional links that appear below your main ad. Use all four available sitelinks and make them specific. Instead of generic "About Us" or "Contact," use benefit-driven links like "See Pricing," "View Features," "Read Case Studies," or "Start Free Trial." Each sitelink should have its own description for maximum impact.

Callout extensions: Short snippets of text that highlight key benefits or features. These appear as a string of text below your description. Examples: "No Credit Card Required," "Cancel Anytime," "24/7 Support," "Free Migration." Use 6-8 callouts to maximize your chances of showing multiple callouts at once.

Structured snippet extensions: Predefined categories where you list specific features. Categories include Services, Brands, Types, Styles, and more. For a PPC tool, you might use "Features: Keyword Clustering, Bulk Editing, Team Collaboration, Multi-Account Support."

Here's what usually happens: someone sets up extensions at the account level, forgets about them, and wonders why they're not seeing consistent performance. Extensions work best when you set them up at multiple levels—account-wide defaults, campaign-specific variations, and even ad group-level customization for highly targeted campaigns.

Also, not all extensions show every time. Google selects which extensions to display based on predicted performance, available space, and device type. That's why you want to set up more extensions than will typically show—you're giving Google options to choose from.

Review your extension performance monthly. Go to Ads & Extensions → Extensions and check the metrics. If a sitelink is getting impressions but zero clicks, swap it out. If a callout isn't adding value, replace it with something more compelling.

The extension feedback loop works like this: better extensions → more ad real estate → higher CTR → better Quality Score → better ad positions → even more visibility. It compounds.

Step 5: Improve Quality Score to Win Better Ad Positions

Quality Score is Google's way of grading how relevant and useful your ads are. It's calculated at the keyword level on a 1-10 scale, and it directly impacts both your ad position and your cost per click.

Here's the CTR feedback loop that most advertisers don't fully grasp: higher CTR leads to better Quality Score, which leads to better ad positions, which leads to even higher CTR. It's a compounding effect, but you need to kickstart it.

Quality Score has three main components:

Expected CTR: Google's prediction of how likely your ad is to get clicked when shown for a specific keyword. This is based on your historical CTR performance for that keyword and similar keywords. If this metric is dragging you down, here are proven ways to improve your expected CTR in Google Ads.

Ad relevance: How closely your ad copy matches the intent behind the keyword. This is why keyword-in-headline and tightly themed ad groups matter so much.

Landing page experience: How relevant, useful, and easy to navigate your landing page is. Fast load times, mobile optimization, and clear alignment between ad promise and page content all factor in.

To diagnose Quality Score issues, go to Keywords and add the Quality Score columns (you'll see Expected CTR, Ad Relevance, and Landing Page Experience as separate metrics). Look for keywords with "Below Average" or "Average" ratings.

Quick wins for improving expected CTR through ad relevance:

If a keyword has below-average ad relevance, it means your ad copy doesn't match the search intent well enough. Move that keyword to its own ad group with custom ad copy that includes the keyword verbatim. I've seen Quality Scores jump from 5 to 8 just by creating more targeted ad groups.

If expected CTR is the problem, your historical performance is working against you. This is harder to fix quickly, but you can accelerate improvement by pausing low-CTR keywords, tightening match types to reduce irrelevant impressions, and writing more compelling ad copy to boost actual CTR going forward. For a deeper dive into why your numbers might be struggling, check out this breakdown of why your Google Ads CTR is so low and how to fix it.

Landing page experience issues require actual page changes—faster hosting, clearer headlines, better mobile optimization, and ensuring the content matches what your ad promises. This is outside the scope of in-platform optimization, but it matters.

The accounts I see with consistently high Quality Scores (8-10 across most keywords) aren't doing anything magical. They're just maintaining tight alignment between keywords, ad copy, and landing pages. That alignment signals to Google that the user experience will be good, which means Google is more willing to show your ads in better positions at lower costs.

Step 6: Test, Measure, and Iterate on What Works

Improving CTR isn't a one-and-done project. The best-performing accounts have a systematic testing process that runs continuously.

Start by setting up proper A/B tests for your ad copy. Don't just let Google's "Optimize" ad rotation setting pick winners—that often leads to premature conclusions based on small sample sizes. Use "Rotate indefinitely" (or manually control your tests) until you have statistical significance.

Here's a simple testing framework:

Create two ad variations that differ in one meaningful way—maybe Headline 2 focuses on speed in one version and cost savings in the other. Run both ads until each has received at least 100 clicks or 2,000 impressions (whichever comes first). Then compare CTR, conversion rate, and cost per conversion. The winner becomes your control, and you test a new challenger against it.

Track these metrics alongside CTR:

Impression share: Are you losing impressions due to budget or rank? If your CTR is climbing but your impression share is dropping, you might be pricing yourself out of auctions. Conversely, if impression share is high but CTR is low, you have a relevance problem.

Average position: While Google moved away from showing exact position metrics, you can still see "Top" and "Absolute Top" impression share. Higher positions typically mean higher CTR, but also higher CPCs. Find the position where your ROI is strongest. If you're looking to improve your Google Ads ad rank quickly, there are specific tools and tactics that can help.

Conversion rate: A high CTR is meaningless if those clicks don't convert. Monitor whether your CTR improvements are bringing in qualified traffic or just more clicks. If CTR goes up but conversion rate drops, you might be attracting the wrong audience with overly aggressive ad copy.

How often should you review and refresh ads? In most accounts, I recommend a monthly deep dive and weekly spot checks. Look for ad fatigue—when an ad's CTR starts declining after running for several months. That's your signal to test new creative angles.

Build a feedback loop between your search terms report, your ad copy, and your negative keywords. Every month, pull your search terms, identify new negative keywords, and use the high-performing search queries to inform your next round of ad copy tests. If you notice certain phrases or angles consistently driving clicks, double down on those themes in your headlines and descriptions. For a comprehensive approach to this process, this guide on how to optimize a Google Ads campaign covers the full workflow.

The mistake most people make is treating optimization as a series of isolated tasks. They add negative keywords one week, update ad copy the next, then forget about it for months. The accounts that dominate their verticals are running this as a continuous cycle: measure, test, implement, measure again.

Putting It All Together: Your CTR Improvement Checklist

Improving CTR in Google Ads isn't about one magic trick—it's about systematically tightening every part of your campaign. Start with your search terms report to eliminate wasted impressions, then refine your keyword structure and match types. Write ads that actually match what people are searching for, maximize your ad real estate with extensions, and keep feeding your Quality Score improvements back into better positions.

The accounts with the best CTRs aren't running some secret strategy—they're just doing these basics consistently. Most advertisers optimize once and move on. The ones who win are the ones who build these practices into their regular workflow.

Quick checklist before you go:

☐ Reviewed search terms and added negative keywords

☐ Adjusted match types for better relevance

☐ Included target keywords in ad headlines

☐ Set up all relevant ad extensions

☐ Checked Quality Score at keyword level

☐ Created a testing schedule for ad copy

Start with step one, work through the list, and watch your numbers climb. The difference between a 1.5% CTR and a 4% CTR might not sound dramatic, but it's the difference between profitable campaigns and ones that barely break even.

If you're managing multiple accounts or just want to speed up the optimization process, tools can help. Start your free 7-day trial of Keywordme and optimize Google Ads campaigns 10X faster without leaving your account. Remove junk search terms, build high-intent keyword lists, and apply match types instantly—right inside Google Ads. No spreadsheets, no switching tabs, just quick, seamless optimization. After your trial, it's just $12/month to keep your campaigns running lean.

Now go audit those search terms and start climbing.