Expected CTR (Expected Click-Through Rate)
01 Definition
Expected CTR (Expected Click-Through Rate) meaning: Google Ads' estimate of how likely your ad is to be clicked when shown for a keyword.
Expected CTR is one of three Quality Score components in Google Ads. It predicts the odds someone clicks your ad, based on past performance, before accounting for ad position or assets. Google reports it as Below average, Average, or Above average.
Why it matters
How Expected CTR (Expected Click-Through Rate) fits the work
Expected CTR flags keywords whose ads historically fail to attract clicks, guiding you to rewrite copy or adjust targeting.
In context
A keyword shows Above average Expected CTR after the advertiser adds the searched product name and a clear offer to the headline.
Practical note
It reflects likelihood at a normalized position, so it is not the same as your actual click-through rate. Low ratings usually mean the ad message does not appeal to searchers.