Expected CTR is Google Ads’ estimate of how likely an ad is to be clicked when shown for a keyword.
Example of Expected CTR
A keyword’s expected CTR status is below average even though the ad has accumulated clicks. The advertiser reviews whether the message speaks clearly to that search intent. The diagnostic is an estimate, not the same number as the campaign’s observed click-through rate.
Why Expected CTR matters
It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding, creative, conversion tracking, and lead quality instead of optimizing for surface-level clicks.
Related terms
Frequently Asked Question
What does Expected CTR mean?
Expected CTR means Google Ads’ estimate of how likely an ad is to be clicked when shown for a keyword.