When you’re running ads, one of the first numbers you’ll see in your analytics is CTR — your Click-Through Rate. At first glance, it can be tempting to judge the success of an ad campaign solely by this percentage. After all, the higher the CTR, the more people are clicking, right?

But CTR isn’t the full story. And more importantly, a low CTR doesn’t mean your ad isn’t working — or that The Current isn’t delivering results. In fact, it usually says more about your creative, message, or customer journey than it does about the platform running the ad.

What CTR Actually Measures

CTR is calculated by dividing the number of clicks by the number of impressions.

If your ad had 10,000 impressions and 20 clicks, your CTR would be 0.2%.
A “good” CTR varies widely depending on industry, format, and placement.

So what does this mean? CTR is not a measure of whether your ad is being delivered. It’s a measure of whether your specific ad content is compelling enough to make people click through to the next step.

Why a Low CTR Isn’t Always Bad

Here’s the truth: low CTR doesn’t mean low value. Your ad may still be doing exactly what it’s meant to do — keeping your brand name top of mind. Many people see an ad, don’t click, but remember the business later when they need the service. That’s branding at work.

In fact, studies show that people often search for a brand name days or weeks after first seeing it in an ad. That action won’t be reflected in CTR, but it’s still a direct result of your advertising.

Common Reasons CTR Looks Low

If your CTR is lower than you’d like, here are some factors to reflect on:

Message & Offer
- Is your ad giving people a clear reason to click right now?
- “Fall Specials” is vague; “$49 Furnace Tune-Up – Book Now” is specific and actionable.
Creative & Call-to-Action
- Is the imagery catching attention?
- Does the CTA invite action? (“Claim your spot” vs. “Learn more”).
Audience Fit
- The Current makes sure your ad is widely seen, but if the creative doesn’t resonate with the right customer segment, CTR won’t reflect strong engagement.
Landing Page Experience
- Even when people click, if the page they land on doesn’t load quickly or match the ad’s promise, they may drop off — hurting overall performance perception.

How The Current Delivers (Regardless of CTR)

At The Current, we focus on guaranteeing exposure: your ads run across our website, classifieds, weekly email, and social media — reaching 840k-1m impressions monthly. That means your brand is consistently seen by thousands of local customers.

A low CTR doesn’t mean your campaign underperformed. It means we’ve done our job of putting your brand in front of the community — now it’s time to reflect on the content of the ad itself and whether it’s guiding the customer effectively through their journey.

Making CTR Work For You

Instead of worrying about hitting a “perfect” CTR, use it as a diagnostic tool:

Test different headlines and calls-to-action.
Try seasonal or time-sensitive offers.
Make sure your landing page is fast, mobile-friendly, and easy to navigate.
Align your creative with what your best customers are actually searching for or needing right now.

The Bottom Line

CTR is one piece of the advertising puzzle — but not the whole picture. A low CTR doesn’t mean your ad spend is wasted, or that The Current isn’t delivering. It simply shows there’s room to refine your message, creative, or customer journey so clicks align with the reach we’re already generating for you.

At the end of the day, impressions build awareness, clicks build engagement, and both together build business.