Is a 1% CTR Good in Ads? (Home Services)

Click-through rate (CTR) is one of the most misunderstood numbers in home service advertising. Many business owners see a 1% CTR and instantly wonder if their ads are underperforming. The truth is, it depends on the platform, your audience, and the goals of your campaign.

What does CTR really mean?

CTR measures how many people clicked your ad compared to how many saw it. If 1,000 people saw your ad and 10 clicked, your CTR is 1%. This tells you how well your ad attracts attention, but it does not reveal whether those clicks are turning into real jobs and revenue.

Industry benchmarks for home services

For home service businesses, CTR averages vary depending on the ad type:

• Google Search Ads: Often between 3% and 6% since people are actively searching for services like plumbing repair or lawn care.
• Google Display Ads: Typically under 1% because they reach people browsing content, not actively looking to hire.
• Facebook Ads: Around 0.9% to 1.5% for home service promotions and seasonal offers.

When 1% CTR is good for home services

• If you are running Facebook or Display Ads, where 1% is at or above the industry average.
• If your cost per lead is low and your ads are delivering profitable service calls.
• If your campaign’s main goal is brand awareness in your local market rather than immediate conversions.

When 1% CTR is a warning sign

• If you are running Google Search Ads and your CTR is well below the 3% to 6% range.
• If your targeting is too broad and your ads are showing to people outside your service area.
• If your ad creative fails to highlight the urgency, trust, or benefits of your service.

How to improve CTR for home service ads

1. Use urgency in headlines: Instead of “Professional HVAC Services,” try “AC Not Working? Get It Fixed Today.”
2. Focus on location targeting: Make sure your ads are shown only to homeowners in your service area.
3. Show proof of results: Use before-and-after photos or customer testimonials to build trust.
4. Highlight special offers: Seasonal discounts, free estimates, or same-day service can boost clicks.

The bottom line for home service businesses

A 1% CTR is not automatically good or bad. For Facebook and Display Ads, it can be strong performance. For Google Search Ads, it may suggest you need better targeting or more compelling ad copy. Always measure CTR alongside your cost per lead and return on ad spend to see the full picture.

Need more calls from your ads? Contact us for a free home service marketing audit.