CTR in Google Ads Click-through rate, or CTR, is hugely important for advertisers. In most PPC platforms, including Google Ads (formerly known as Google AdWords) and Bing Ads, your CTR helps determine both your ad rank and your cost per click. The higher your CTR in Google Ads, the better your ranking and the lower your costs. Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google’s Quality Score formula. Google uses Quality Score to determine both your ad position and actual cost per click. Why Is CTR Important in Google