Google Ads average CTR is lower than I thought

I pulled a report for a client's campaign in Austin last month and their click-through rate was sitting at 1.8%, which I assumed was decent. Then I checked the industry benchmark data from WordStream and saw the average for their niche is actually 3.1%. Has anyone else found these benchmarks to be unreliable for smaller budgets or am I missing something with how they're calculated?

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smith.nancy1mo ago

The benchmarks always seem to assume everyone's running a national campaign with a fat wallet, not a local shop throwing a few hundred bucks at Google. My buddy runs a plumbing company and his CTR was double the "average" one month, then tanked the next, so I take those numbers with a grain of salt. Honestly, if the clicks are turning into calls and jobs, who cares what some spreadsheet says?

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