2025 click-through rate benchmarks across search, display, and social platforms
Education achieves the highest average search CTR among all major verticals. Queries are highly specific (degree programs, certifications, online courses) and searchers are actively comparing options.
Typical Education campaign CTR falls between 2.6% and 5.8% depending on campaign type, keyword intent, and creative quality.
Average: 3.78% (Google Search, 2025)
| # | Platform | Avg. CTR | Notes |
|---|---|---|---|
| 1 | Google Search | 3.78% | ⭐ Highest CTR vertical |
| 2 | Meta Ads | 1.06% | Interest & life-event targeting |
| 3 | YouTube | 0.58% | Course preview ads |
| 4 | Display | 0.53% | Retargeting applicants |
| 5 | 0.72% | Professional certifications | |
| 6 | TikTok | 0.89% | Younger audience, short courses |
| Year | Average CTR |
|---|---|
| 2022 | 3.41% |
| 2023 | 3.56% |
| 2024 | 3.68% |
| 2025 | 3.78% |
| 2026E | 3.88% |
Source: Aggregated industry benchmarks. 2026E = projected estimate.
Index 100 = annual average. Values above 100 indicate above-average CTR periods.
| Quarter | Index | Relative Performance |
|---|---|---|
| Q1 | 118 | |
| Q2 | 105 | |
| Q3 | 112 | |
| Q4 | 65 |
Degree and certification program ads perform best when they include duration ('6-week course', 'Complete in 4 months') — these specifics increase CTR by 22–34%.
| Year | Avg. CTR |
|---|---|
| 2022 | 3.41% |
| 2023 | 3.56% |
| 2024 | 3.68% |
| 2025 | 3.78% |
| 2026E | 3.88% |
2026E = projected estimate.
| Quarter | Index | Trend |
|---|---|---|
| Q1 | 118 | |
| Q2 | 105 | |
| Q3 | 112 | |
| Q4 | 65 |
| Platform | Avg. CTR |
|---|---|
| Google Search | 3.78% |
| Meta | 1.06% |
| 0.72% | |
| TikTok | 0.89% |
| Display | 0.53% |
| YouTube | 0.58% |