Google Ads benchmarks have undergone dramatic shifts in 2025, with AI Overviews causing organic click-through rate (CTR) drops by 61% and paid CTR declines by 68%. These numbers represent a fundamental change in how users interact with search results pages.
Despite these challenges, the average click-through rate in Google Ads currently stands at 6.66%, representing a 3.74% year-over-year increase. However, marketers need to understand that performance varies significantly across different scenarios. Specifically, when content gets cited in an AI Overview, it receives 35% more organic clicks and 91% more paid clicks compared to uncited content.
In this article, we’ll examine the evolving Google SERP landscape, provide comprehensive CTR Google benchmarks across industries, and analyze how AI Overviews are reshaping performance metrics. Additionally, we’ll share actionable strategies to help you adapt your campaigns to these new realities. Whether you’re seeing conversion rates near the 7.52% average or struggling with increasing costs per click (currently averaging $5.26), our insights will help you navigate Google’s changing ecosystem.
What’s changing in Google SERPs in 2025
The search landscape has evolved dramatically since last year. Let’s examine the key changes reshaping Google SERPs in 2025 and their implications for marketers tracking Google Ads benchmarks.
AI Overviews and their growing presence
AI Overviews (AIOs) now appear for over 35% of all search queries, up from just 8% when they launched. These AI-generated summaries aim to answer user questions without requiring clicks to websites. Furthermore, Google has expanded AIOs beyond simple factual queries to now include product comparisons, how-to content, and even some transactional searches.
What’s particularly notable is how AIOs affect user behavior. When an AIO appears, users spend an average of 28 seconds reading it before considering other results—often deciding they’ve found their answer without needing to click elsewhere.
SERP layout changes and ad placements
Google’s layout overhaul has fundamentally altered the visibility hierarchy. Organic results now typically begin after scrolling past:
- The AIO box (when present)
- Shopping carousels (expanded to 8 products from 5)
- 3-4 paid ads (compared to 2-3 in previous years)
Consequently, the average organic position #1 now appears 41% further down the page compared to 2024. Meanwhile, Google has introduced new ad formats optimized for voice-first interaction and augmented reality shopping experiences that command higher engagement rates than traditional text ads.
Rise of zero-click searches
Perhaps most concerning for marketers tracking ctr google metrics is the continued rise of zero-click searches. Currently, 68% of mobile searches end without any website click—a 12% increase year-over-year. This trend directly impacts Google Ads industry benchmarks across all sectors.
The primary drivers of this shift include:
- Enhanced knowledge panels with expandable sections
- More comprehensive featured snippets (now appearing for 24% of queries)
- Direct answer boxes with interactive elements
For businesses heavily dependent on organic search traffic, this represents a fundamental challenge to visibility strategies that have worked for the past decade. Marketers must now optimize not just for clicks but for visibility within Google’s increasingly self-contained ecosystem.
CTR benchmarks across industries
Click-through rates vary substantially across different sectors, providing valuable context for evaluating your own campaign performance. Let’s examine the latest Google Ads benchmarks for 2025.
Top-performing industries by CTR
In 2025, certain industries consistently outshine others in engaging search users. Arts & Entertainment leads with an impressive 13.10% CTR, followed by Sports & Recreation at 9.19%. Moreover, Shopping, Collectibles & Gifts ranks third with 8.92% (1), while Travel maintains a strong performance at 8.73% (1). These high-performing sectors typically feature visually appealing content and cater to immediate consumer interests.
Industries with the lowest CTR
At the opposite end of the spectrum, Dentists & Dental Services registers the lowest average CTR at 5.44% (1). Following closely, Automotive—Repair, Services & Parts shows 5.56% (1), with Business Services at 5.65% (1). Notably, some sectors face even greater challenges—technology struggles with a mere 2.09% CTR in search ads (2), whereas the Food & Beverage sector averages just 0.93% (3).
Year-over-year CTR changes
The overall average click-through rate across all industries increased by 3.74% year-over-year (¹). Yet beneath this aggregate growth lies considerable variation. Shopping, Collectibles & Gifts saw the most dramatic improvement at 14.07% (1), whereas Beauty & Personal Care experienced the steepest decline, dropping 15.41% (1). Travel also faced significant challenges with a 14.07% decrease (¹).
How CTR is affected by ad format and position
Ad placement remains a critical factor in determining engagement rates. Position 1 ads average 7.94% CTR—52% higher than Position 2 ads at 5.23% (4). In addition, Quality Score creates substantial performance differences, with high-scoring ads (8-10) achieving 9.8% CTR in Position 1, versus just 5.1% for low-scoring ads (1-3) (4).
Regarding ad formats, search ads (3.17% CTR) dramatically outperform display ads (0.46%) (2). Nevertheless, Google’s newer Performance Max campaigns deliver 4.2% CTR (4), illustrating how format innovations continue shaping Google Ads industry benchmarks.
The impact of AI Overviews on CTR performance
The hard data paints a clear picture of how AI Overviews are reshaping search behavior in ways that directly impact Google Ads benchmarks across all industries.
CTR drop for AIO vs non-AIO queries
Recent studies reveal a stark reality: organic click-through rates for informational queries featuring Google AI Overviews have plummeted 61% since mid-2024, dropping from 1.76% to just 0.61% (5). Even queries without AI Overviews experienced a significant 41% decline. According to Pew Research, users encountering an AI summary clicked traditional search results only 8% of the time, versus 15% for those who didn’t see summaries (6). Indeed, visitors are more likely to end their browsing session entirely after seeing pages with AI summaries (26% versus 16% without) (6).
Organic vs paid CTR under AIO influence
Both traffic channels face substantial challenges under the AI Overview influence. Paid CTRs for AIO queries crashed 68%, tumbling from 19.7% to 6.34%5. Throughout this period, July 2025 marked a particularly dramatic drop, with paid CTR plunging from approximately 11% to 3% in a single month (7). Although there’s been a slight recovery afterward, the damage remains severe. Correspondingly, Google Ads CTR benchmark for non-AIO queries (13.04%) now more than doubles that of AIO-influenced searches (6.34%) (8).
The role of AIO citations in boosting visibility
Getting cited in AI Overviews has become crucial for Google Ads industry benchmarks. Organizations featured in AI Overviews received 35% more organic and 91% more paid clicks than uncited competitors (5). Breaking down the numbers further: cited brands achieve 0.70% organic CTR versus 0.52% when not cited (8), and 7.89% paid CTR compared to 4.14% for uncited brands (8). Essentially, one strong AI citation can drive more qualified traffic than ranking #3 in traditional results (7).
Why are informational queries most affected?
Informational searches bear the brunt of the AI Overview impact on Google Ads statistics. Longer queries (10+ words) trigger AI summaries 53% of the time, versus just 8% for 1-2 word searches (6). Similarly, 60% of questions beginning with “who,” “what,” “when,” or “why” generate AI summaries6. Certain verticals have seen explosive AI Overview growth—entertainment (528%), restaurants (387%), and travel (381%) (7). Fundamentally, these queries suffer because user intent is now satisfied directly on the search results page (9), eliminating the need for further clicks.
What marketers can do to adapt
Facing Google’s evolving landscape requires strategic pivoting. Here are five adaptation strategies to maintain performance amid changing Google Ads benchmarks:
Focus on AIO citation strategies
Crafting concise, citation-ready “answer nuggets” directly below major headings makes your content more likely to be quoted in AI Overviews. Pages with comprehensive JSON-LD markup are 3x more likely to appear in AI Overviews (10). Prioritize depth over breadth for complex queries and create proprietary surveys or case studies that give AI something unique to reference.
Optimize for brand visibility, not just clicks
Track citation share as a key performance indicator alongside traditional metrics (10). Given that brands featured in AI Overviews receive 35% more organic and 91% more paid clicks than uncited competitors (10), visibility within the AI environment becomes as crucial as traditional ranking positions.
Use structured data and EEAT principles
Google’s automated systems reward content demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) (11). Clearly indicate content creators, explain production methods, and prioritize helping users rather than manipulating rankings(11). Security, clear navigation, and structured data all help Google understand and trust your pages (12).
Diversify traffic sources beyond Google
Building a business around 100% organic traffic is increasingly risky (13). Consider email marketing, digital PR, specialized communities, and answer engines like Quora and Reddit (14). Think like a media brand by creating multiple entry points to your content ecosystem (13).
Reassess paid search ROI on high-funnel queries
Avoid overinvesting in bottom-funnel metrics while underinvesting in upper-funnel awareness (15). Smart advertisers reduce waste by 20-30% through better audience alignment and creative testing (16). Use PPC impression data as an early warning system for shifting demand (17).
Conclusion
Google SERPs in 2025 present both unprecedented challenges and opportunities for digital marketers. The data clearly demonstrates how AI Overviews have fundamentally altered user behavior, with significant drops in both organic and paid click-through rates. Nevertheless, brands that adapt quickly can still thrive in this new environment.
Consequently, success now depends on rethinking traditional SEO and PPC approaches. Getting cited within AI Overviews has become a critical goal, potentially driving more qualified traffic than high-ranking organic positions. Therefore, marketers must prioritize creating citation-worthy content that demonstrates clear E-E-A-T principles.
Different industries face varying levels of disruption from these changes. While some sectors like Arts & Entertainment maintain strong engagement, others struggle with dramatically lower click-through rates. This divergence emphasizes the need for industry-specific strategies rather than one-size-fits-all approaches.
Above all, diversification has become essential for sustainable growth. Building your entire business model around Google organic traffic creates significant vulnerability in today’s search ecosystem. Smart marketers now distribute their efforts across multiple channels while simultaneously optimizing for visibility within Google’s increasingly self-contained environment.
Though these changes may seem daunting, they ultimately represent an evolution rather than a revolution. Marketers who embrace data-driven strategies, focus on creating genuinely helpful content, and remain flexible will continue finding success even as the digital landscape transforms around them. The principles of connecting with your audience through valuable information remain unchanged—only the technical methods of delivery continue to evolve.