Why Your Google Ads CTR is Dropping (And How to Fix It)

If you've noticed your click-through rates (CTR) on Google Ads declining lately, you're not alone.

Many advertisers are seeing this trend–and there are clear reasons why. From rising competition to changing user behaviour and algorithm updates, multiple factors are at play.

Let's break it down–and more importantly, how you can fix it.

Visual breakdown of why Google Ads click-through rates drop, with key icons representing CTR, optimisation and ad performance issues.

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Ad Fatigue is Real

Running the same ad copy for weeks or months? Users get blind to it.

Fix it:

Refresh headlines and descriptions every 2-3 weeks. Test variations with dynamic keyword insertion and emotional triggers. Use Performance Max and Responsive Search Ads (RSAs) to let Google optimise combinations.

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Targeting Too Broadly (or Too Narrowly)

Poor targeting wastes impressions and drops your CTR.

Fix it:

Use audience segments–like in-market, custom intent or detailed demographics–to refine your reach. Pro tip: If you have a database with over 1,000 clients, use your 1P data to target similar audience. Layer these with keyword targeting to ensure relevance.

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Weak Ad Copy or Irrelevant Messaging

Generic ads like "Buy Now!" don't work anymore.

Fix it:

Speak directly to your audience's problem. Focus on benefits, not just features. Add urgency, trust signals and clear CTAs.

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Lack of A/B Testing

If you're not testing, you're guessing.

Fix it:

Always run at least 2-3 ad variations. Monitor performance in segments (e.g. locations, keywords, products) and use pause underperformers fast.

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Slow Landing Page or Poor Experience

Users click–and bounce. Google sees that. Did you know that a mobile site that takes over 3 seconds to load gives users the same heart rate as watching a horror movie?

Fix it:

Optimise page speed, match messaging from ad to landing page and make sure it's mobile-friendly. Monitor your mobile site speed with tools like PageSpeed Insights. A poor experience not only lowers conversions–it damages your CTR via Quality Score.

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Competitors Are Upping Their Game

Your ad might not stand out anymore.

Fix it:

Spy on competitors with tools like SEMrush or Auction Insights. Identify gaps and differentiate–better offer, new formats (like image extensions) or creative ad angles.

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Bonus Tip: Use Ad Extensions Wisely

Sitelinks, callouts and structures snippets improve CTR by giving users more to click on.

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Final Thoughts

CTR isn't just a vanity metric–it directly impacts your Quality Score, Ad Rank and ultimately your Cost Per Click. By optimising your copy, audience targeting, landing pages and A/B tests, you'll regain that lost performance and reach the right users at the right time.

Ready to Maximise Your Ad Performance?

At Wayve Media Agency, we help brands cut through the noise with data-driven strategies, high-converting creatives and performance marketing that delivers real ROI.

Let's audit your current campaigns and unlock untapped growth.

Aida O. Roth, CEO