If you’re running Google Ads for your home service business, you’ve probably wondered:
What is a good CTR in Google Ads? (CTR stands for click-through rate, by the way.)
Whether you’re a plumber, electrician, or contractor, knowing what to aim for—and how to improve your CTR—can make or break your campaign’s success. Let’s break it down in a way that’s easy to understand and, most importantly, easy to act on.
What Is CTR in Google Ads?
Why CTR Matters in Google Ads
CTR => CLICK THROUGH RATE
CTR, or click-through rate, is a simple but powerful metric. It measures how many times your ad gets clicked compared to how many times it’s shown. For example, if your ad is shown 100 times and clicked 5 times, your CTR is 5%.
Pretty straightforward, right? But here’s where it gets interesting: CTR isn’t just a number. It’s a signal to Google—and to your wallet.
Google’s entire business model is built on giving users what they’re searching for. If your ad answers their question perfectly, they’re more likely to click—and that’s exactly what Google wants.
Here’s the win-win:
- Higher CTR = Google rewards you with better ad placement and lower costs per click (CPC).
- Lower CTR = Google charges you more because you’re not helping them serve their users.
If your CTR is low, you’re not just missing out on clicks—you’re paying more for worse results.
What’s a Good CTR for Home Service Businesses?
Let’s cut to the chase:
- The industry average CTR across all industries in Google Ads hovers between 2.75% and 3.25%.
- But for home service businesses, you should aim higher—much higher.
- When we launch a new campaign, we typically shoot for at least 4-5% CTR in the first week.
- Over time, with optimization, we’ve seen CTRs climb to 8-12%, and in some cases, even 20-25%.
So, if you’re sitting at the industry average, it’s time to step up your game.
How to Improve Your Google Ads CTR
Let’s talk strategy. If you want to improve your CTR, you need to think like your customer. Here’s what works best for home service businesses:
1. Match Your Ads to What People Are Searching
Imagine you’re a homeowner who needs an electrical panel upgrade. Are you more likely to click on a generic “Electrician Near You” ad or an ad that says “Electrical Panel Upgrades Near You”?
Your customers are the same. Use specific keywords in your ad headlines and descriptions. The closer your ad matches their search, the more clicks you’ll get.
2. Organize Keywords into Tight Ad Groups
Let’s say you offer panel upgrades and ceiling fan installations. Don’t lump those keywords into one big ad group. Instead:
- Panel upgrade keywords → Panel upgrade ads
- Ceiling fan keywords → Ceiling fan ads
This keeps your ads hyper-relevant and boosts CTR across the board.
3. Remove Low-Performing Keywords
If you notice certain keywords have low CTR and no conversions, it’s time to pause them. They’re dragging down your overall CTR and hurting your campaign’s performance. Focus your budget where it counts.
4. Write Ads That Answer the Searcher’s Question
Your headline is prime real estate. Make sure it includes a variation of the keyword your ideal customer is searching for. Then, follow it up with a description that builds trust and highlights why they should choose you.
The Google Ads Snowball Effect
Here’s a pro tip: When you help Google, they help you.
If your ad is relevant, your CTR is high, and people convert, Google rewards you by:
- Placing your ad higher in the search results
- Lowering your cost per click
- Giving you more traffic for the same budget
It’s a win for you, a win for your customer, and a win for Google. But if your ads are too broad, don’t match the searcher’s intent, and rarely get clicked? Google starts charging you more—sometimes a lot more.
Final Thoughts: What CTR Should You Aim For?
So, what is a good CTR in Google Ads for home service businesses?
Start by aiming for 4-5% CTR in your first week, then work to push it even higher. 8-12% is excellent for most campaigns, and if you hit 20%+, you’re doing something really special.
Remember:
- Keep your ad groups tight
- Write ads that match your keywords
- Remove what’s not working
- And always, always think like your customer
PREFER TO LEAVE IT TO A PROFESSIONAL?
Running a home service business is already a full-time job—figuring out Google ads shouldn’t be another one. At Mancini Digital, we specialize in Google Ads that bring in real, high-intent customers, so you can focus on what you do best.