Is a High CTR in Google Ads Always a Good Thing?

By: Jyll Saskin Gales, Google Ads Coach

We're often obsessed with boosting our click-through rates (CTRs) in Google Ads. A high CTR means more clicks, more clicks mean more traffic, more leads, and ultimately, more sales...or does it?

Surprisingly, a sky-high CTR can actually be a red flag in your Google Ads campaigns.

Why Too Many Clicks Can Be a Bad Thing

If your CTR seems too good to be true, it probably is. Here's why:

• Accidental Brand Bidding: You might be unintentionally bidding on your own brand name, attracting clicks from people already familiar with your business. While these clicks are cheap, they're not likely to result in net new customers.
• Overly Generic Targeting: Your ads could be showing for very broad search terms that attract a lot of clicks but aren't relevant to your specific products or services. These clicks are unlikely to convert into paying customers.
• "Freebie Seekers": If you're offering something for free (like a consultation or download), your ads might be attracting people who are only interested in the freebie and not in making a purchase.

For example, let's say you're a consultant offering a free consultation. Because of how loose match types can be, you could be bidding on the user query "free marketing consultation" based on a keyword like "marketing consultant." This might seem like a good idea, but it will likely attract clicks from people who are only interested in free stuff, not in hiring you.

CPCs that are too good to be true are probably too good to be true

A super-high CTR isn't the only warning sign. Keep an eye out for suspiciously low cost-per-click (CPC). If your CPC for non-brand search campaigns is consistently below $1, it could indicate that your ads are showing on the Display Network (instead of Search) or that you're unintentionally bidding on your own brand.

How to Diagnose and Fix a High CTR or Low CPC Problem

1. Analyze your Search Terms Report: See the actual search queries that are triggering your ads. Are they relevant to your business? Are they too broad? Are they related to your brand name?
2. Review your keyword match types: Make sure you're using the appropriate keyword match types (broad, phrase, exact) to control how closely the search query needs to match your keywords.
3. Refine your ad copy: Make sure your ads are specific and clearly state what you offer to attract qualified clicks.
4. Optimize your landing page: Ensure your landing page is relevant to your ads and optimized for conversions.

By addressing these issues, you can ensure that your Google Ads metrics translate into actual business results.