Click-Through-Rate (CTR) shows how engaging and relevant your ads are. High-CTR products and creatives attract attention, generate traffic, and give algorithms stronger signals.
By creating a dedicated CTR campaign, you can identify which products resonate most with users, test creatives faster, and gather valuable engagement data. It’s not about direct ROAS optimization but about feeding your performance setup with better-quality traffic and insights.
CTR campaigns are ideal for brands that want to increase engagement, test ad creatives, or strengthen top-of-funnel visibility. They’re especially effective for ecommerce stores with wide catalogs, where identifying which products drive clicks helps improve creative strategy and future conversion campaigns.
To get started, calculate your product-level CTR using the formula:
CTR % = (Total Clicks ÷ Total Impressions) × 100
Once you know which products have high or low CTR, you can apply this strategy in several powerful ways:
Products with high CTR attract curiosity and exploration. Even if users don’t buy immediately, they get to know your brand. Use a high-CTR campaign to build awareness and fill the top of your funnel with engaged audiences.
High-CTR products can dominate your campaign’s budget without necessarily converting profitably. By excluding them from your main ROAS or POAS campaigns, you protect your efficiency while still gathering data in a separate campaign.
CTR is the fastest indicator of which visuals and messages work best. Test creatives on high-CTR products first — the feedback loop is faster, and once you find winning assets, move them into your main campaign for scale.
Important: In Google Ads, you can’t test two creatives for the same product at once. To compare creatives effectively, split the products into two groups — for example, by using different background colors or ad variations.
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