B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

4.4%

4.4% -- click through rate for Google Ads non-branded search (2023)

Name: Click Through Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-21

2023 · WordStream

WordStream benchmarks showed that the average Google Ads click-through rate for non-branded search was 4.4 percent in 2023.

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Attribution: WordStream View source

Lighthouse Research Team

Last verified: 2026-09-28 · How we verify data →

Source verified Evidence graded

Value

4.4%

Unit

Percentage

Data Vintage

2023

Entity

Google Ads non-branded search

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

WordStream Primary Tier B

https://ad-times.com/google-ads-keyword-collapse-is-rewriting-search-campaign-economics/ ↗

Confidence: 53/100 Vintage: 2023 Channel: Common Crawl

Source Article

Google Ads' Keyword Collapse Is Rewriting Search Campaign Economics

Also cited by

Salty Red Dog Marketing https://www.saltyreddogmarketing.com/post/google-ads-benchmarks-2023-key-trends-…

2026-09-28

Original Research

WordStream · Original study ↗

Methodology

WordStream benchmarks, cited in 2026 comparison

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

Google Ads non-branded search: 4.4% click through rate. Source: WordStream (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/google-nonbranded-search-ctr-2023

HTML Embed

<blockquote cite="https://lighthousedata.io/data/google-nonbranded-search-ctr-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4.4%</strong> -- click through rate for Google Ads non-branded search<br><small>Source: WordStream (2023) · <a href="https://lighthousedata.io/data/google-nonbranded-search-ctr-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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