Click-through rate (CTR) is the share of impressions that turn into a click. The formula is CTR = clicks / impressions x 100, so 335 clicks from 50,000 impressions is a 0.67% CTR. Enter any two of clicks, impressions and CTR below and the calculator works out the third. Add your spend to see the CPC and CPM behind it, and pick a channel to compare with the 2025 B2B median for Google Ads, LinkedIn, Facebook or Instagram.
2025 B2B CTR medians (Metadata, 153 B2B advertisers)
What is the CTR formula?
Click-through rate is clicks divided by impressions, shown as a percentage. Google Ads and Google Search Console both define it this way. Turn the formula around to plan reach or forecast traffic:
| To find | Formula | Example |
|---|---|---|
| CTR | Clicks / Impressions x 100 | 335 / 50,000 x 100 = 0.67% |
| Clicks | Impressions x CTR | 80,000 x 0.67% = 536 |
| Impressions needed | Clicks / CTR | 1,000 / 0.67% = 149,254 |
| CPC from CPM | CPM / (CTR x 1,000) | $63.00 / (0.67% x 1,000) = $9.40 |
| CPM from CPC | CPC x CTR x 1,000 | $9.39 x 0.67% x 1,000 = $62.91 |
When you combine ads or campaigns, add the clicks and add the impressions before you divide. Averaging the CTRs gives a small ad the same weight as a big one. For what CTR says about an ad and what it does not, see our glossary entry on click-through rate. In email, the same word means clicks divided by delivered emails, which is different from the click-to-open rate.
What is a good CTR for B2B ads in 2025?
A good CTR depends on the channel more than on anything else. Google notes that a good CTR "is relative to what you're advertising and on which networks". The B2B dataset we trust most is Metadata's 2026 B2B Paid Media Benchmark: $57.6 million of 2025 ad spend across 153 B2B advertisers, reported as medians across advertisers.
| Channel | Median CTR | Median CPC | Median cost per lead | Advertisers |
|---|---|---|---|---|
| Google Ads | 6.33% | $9.76 | $524 | 56 |
| 0.79% | $1.95 | $145 | 71 | |
| 0.67% | $9.39 | $202 | 138 | |
| 0.65% | $2.82 | $138 | 49 |
Source: Metadata, "What LinkedIn Ads Cost in 2025", medians across advertisers for 2025 campaigns, re-checked on 30 October 2026.
Google's median CTR is more than nine times LinkedIn's, and Metadata warns that this is why those two should never be compared. On Google search people ask for what you sell; on LinkedIn and Meta you interrupt a feed. Google also has the highest cost per lead in the table, so a high CTR there does not mean cheap leads. Compare your CTR with the median for your own channel, then read the cost per lead next to it.
What CTR should you expect on LinkedIn?
Kiin's LinkedIn benchmark (2,563 thought leader ad campaigns across 464 accounts in a $31 million panel of US-weighted B2B tech advertisers, 8 September 2025 to 7 September 2026) counts landing page clicks only. In accounts that ran both formats, thought leader ads earned a 0.449% landing page CTR and company page sponsored content 0.441%, the same in practice. Kiin also found landing page CTR flat at 0.41% to 0.59% across audience sizes. A landing page CTR is lower than a CTR built on every click LinkedIn reports, so check which clicks your report counts before you compare. Our post on LinkedIn thought leader ads covers the rest of Kiin's data.
Does a higher CTR mean a better ad?
Not on its own. CTR measures the step from seeing an ad to clicking it. The steps after it decide what the click was worth.
Illustrative, not a benchmark. Brightquay, a fictional payroll software company, runs two LinkedIn ads with the same budget and the same audience.
| Ad A (curiosity hook) | Ad B (names the buyer and the offer) | |
|---|---|---|
| Impressions | 20,000 | 20,000 |
| Spend | $1,300 | $1,300 |
| Clicks | 180 | 110 |
| CTR | 0.90% | 0.55% |
| CPC | $7.22 | $11.82 |
| Demo requests | 4 | 6 |
| Cost per demo request | $325 | $217 |
Ad A wins on CTR and CPC and loses on the number that matters. Ad B's copy filtered out people who were never going to buy, so fewer clicked and more of them booked a call. Before you call a CTR difference a winner, check that it is bigger than chance with our A/B test significance calculator, and judge the ad on cost per lead or cost per opportunity.
How does CTR connect to CPC, CPM and ROAS?
CPC = CPM / (CTR x 1,000). If your CPC rises, either impressions got more expensive (CPM) or fewer people clicked (CTR). The fix differs: a higher CPM points to audience or competition, a lower CTR points to tired creative or a weak offer. Enter your spend in the calculator to see both.
- Plan reach with our CPM calculator when you buy impressions against a fixed account list.
- Price the clicks in the CPC calculator, which adds cost per lead from your click-to-lead rate.
- Check what the traffic returns with the ROAS calculator, on pipeline and closed-won revenue.
- Price each conversion in the CPA calculator, which compares your cost per demo or lead with what it is worth.
In organic search, CTR is the share of searchers who pick your result from the page. Search Console shows it for each query, and your title tag and meta description are the parts you control; our on-page SEO checklist covers both.
If you want help with the ads themselves, our paid ads service runs Google and LinkedIn campaigns for B2B SaaS, tests creative against cost per lead rather than CTR, and reads results in your CRM each week.
Frequently asked
How do you calculate click-through rate?
Divide clicks by impressions and multiply by 100. CTR = clicks / impressions x 100. An ad with 335 clicks from 50,000 impressions has a 0.67% CTR. Google Ads uses the same formula: clicks divided by impressions.
What is the average click-through rate for Google Ads?
For B2B advertisers, Metadata's benchmark of 2025 campaigns puts the median Google Ads CTR at 6.33% across 56 advertisers. That figure is mostly search ads, where people type what they want, so it is more than nine times the LinkedIn median of 0.67%. Compare your search CTR with search benchmarks only.
Is 2% CTR good for Meta ads?
For B2B, yes. Metadata's 2025 B2B medians are 0.79% on Facebook (71 advertisers) and 0.65% on Instagram (49 advertisers), so a 2% CTR is more than twice the typical B2B result. Check that the clicks turn into leads at a normal rate before you scale it, because a very high CTR can also mean a loose audience or a curiosity hook.
How do you calculate CTR in SEO?
Use the same formula with organic data: clicks from Google Search divided by the number of times your page appeared in the results. Google Search Console reports clicks, impressions and CTR for every query and page in its Performance report, so you can read organic CTR there or enter the two numbers in the calculator above.
How do you calculate the average CTR across several ads?
Add up the clicks, add up the impressions, then divide. Do not average the CTRs. An ad with 100 clicks from 10,000 impressions (1.00%) and one with 30 clicks from 30,000 impressions (0.10%) have a combined CTR of 0.325% (130 / 40,000), not 0.55%.
How do you calculate website conversion rate?
Divide conversions by visitors (or sessions, or ad clicks, as long as you stay consistent) and multiply by 100. 6 demo requests from 300 ad clicks is a 2% click-to-demo rate. CTR measures the step before that one, from seeing the ad to clicking it. See our glossary entry on conversion rate for the definitions.
