Introduction

Click-through rate (CTR) benchmarks are one of the most important performance metrics in digital advertising. In 2025, they matter more than ever for marketers navigating competitive or compliance-sensitive industries like CPG, supplements, and telehealth. Understanding how CTR varies by vertical helps brands set realistic expectations, identify gaps, and optimize campaigns for maximum ROI.

What Is CTR and How It’s Calculated?

CTR measures the percentage of people who click an ad after seeing it. The formula is straightforward:

CTR = (Clicks ÷ Impressions) × 100

A higher CTR signals that your ad is relevant and engaging to the audience. Across platforms like Google, Meta, TikTok, and programmatic, CTR remains a foundational KPI for gauging creative resonance, ad copy strength, and targeting accuracy. Wordstream notes that CTR benchmarks vary widely across industries, which is why vertical-specific context is essential.

CTR Benchmarks for CPG Brands

Consumer packaged goods (CPG) brands often achieve higher CTRs compared to healthcare-related verticals. This is largely due to broad consumer appeal, impulse-driven purchasing, and visually engaging creative formats. On Meta and TikTok, 2025 CPG CTRs typically range between 1.4%–2.2%, while Google Search campaigns may see higher performance in the 3%–4% range. Seasonal campaigns and user-generated content (UGC) play a pivotal role in driving clicks, especially during high-volume shopping periods.

CTR Benchmarks for Supplements

Supplements advertising presents unique challenges. Strict compliance guidelines limit the claims marketers can make, which impacts ad creative and often depresses CTR. Average CTR for supplements campaigns in 2025 hovers around 0.8%–1.4% on paid social and 1.5%–2.5% on search. Brands that adopt an education-first approach—emphasizing authentic storytelling, clinical credibility, and UGC testimonials—tend to outperform those relying solely on promotional messaging.

CTR Benchmarks for Telehealth

Telehealth campaigns face a different set of constraints. Privacy concerns, sensitive language requirements, and higher consumer trust thresholds lead to lower CTR averages. In 2025, telehealth brands can expect 0.7%–1.2% CTR on Meta and 1.2%–2% on Google Search. Long-tail keyword targeting and empathetic creative strategies that highlight accessibility, affordability, and trustworthiness help mitigate these challenges. HubSpot emphasizes that in healthcare-related ads, even small improvements in CTR can significantly impact acquisition costs and growth.

Why Benchmarks Vary by Vertical

CTR benchmarks aren’t static. They vary due to consumer intent, regulatory environment, ad format, and campaign objectives. CPG thrives on volume and appeal, supplements require careful compliance navigation, and telehealth relies on building trust before conversion. Comparing across verticals helps marketers set realistic KPIs while focusing on strategies that align with their category.

Tips to Improve CTR Across Verticals

Improving CTR is possible across all industries with the right strategies. Focus on testing ad creatives and headlines regularly, tailoring CTAs to the platform and audience, refreshing ads to avoid fatigue, and leaning on authentic voices such as user-generated content. For regulated markets, transparency and compliance are just as important as creativity.

Conclusion & Future Digital POV

CTR benchmarks are valuable guideposts, but they shouldn’t be seen as absolutes. Success depends on the context of your vertical and the strategies you apply. For brands in CPG, supplements, and telehealth, Future Digital brings a compliance-first, growth-focused approach to campaign management that balances creative excellence with regulatory safety.

Looking to improve your CTR and scale campaigns confidently? Visit Future Digital to learn how our team helps women’s health, CPG, and digital health brands grow sustainably.

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