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CTR - Click Through Rate

What is CTR?

Clickthrough rate (CTR) measures how often people click your Ad after it's shown to them, which can help you understand the effectiveness of your Ads. The higher the CTR, the more effective the Ad.

CTR is calculated by dividing the number of clicks your Ad receives by the number of times your Ad is shown (Impressions). If you have 5 clicks and 100 impressions, then your CTR is 5%.

Google Ad Grants Policy

According to Google Ad Grants policy, CTR cannot be lower than 5%. This means that your Ad must achieve at least 5 clicks per 100 impressions.

Free audit of your Google Ads account. Use PING to receive an audit of your Google Ads account regarding the Google Ad Grants program policy - here.

How does PING work?

PING analyzes the total number of clicks on your Google Ads account and divides it by the total number of impressions. All campaigns (including paused ones) are analyzed, except for smart campaigns

If your CTR is too low (less than 5%), you will be notified.

How to improve low CTR?

If your CTR is too low, you need to take appropriate steps to avoid your account being disabled. Here are a few steps to help improve performance of your Ads:

  • Pause keywords with low CTR - check which keywords are dragging down your performance. Perhaps these are keywords that are not relevant to your Campaign. Consider removing them and adding new ones.

  • Adjust Ad headlines and descriptions - ensure that your Ad is attractive to users. Check if it includes 15 headlines and 4 descriptions. The content should align with the campaign's theme, encourage clicks and assure users that they will find answers to their questions upon visiting your site.



We understand your needs, and we know that managing a Google Ad Grants account is not easy. In response to this problem, we have created PING , which will give you confidence that your account complies with the program's policies and will not be blocked.

With PING, you will receive a periodic report of your account with most important information regarding Google Ad Grants policy, including:

  • campaign settings - type, budget, languages, locations, bid strategy, number of ad groups

  • ads - we will check if ads are properly configured and if there are any disapproved ads on the account

  • keywords - we will check if there are any prohibited single keywords or keywords with low quality scores on the account

You can choose from one of three options of PING. You can opt for a free option, with audit every 90 days or one of the paid versions:

PING - weekly account audit. Gain confidence in adhering to Google Ad Grants policy and receive recommendations on how to improve results. Buy now (39 USD/month) →
PING + Assistant - automatic account changes. The assistant will check your account daily and fix all errors on your behalf. Buy now (79 USD/month) →

Have any questions?

Check out the full PING offer - here or schedule a free consultation - here.

We also invite you to join our open Facebook group for organisations using the Google Ad Grants program - here.


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