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2–3% CTR for non-brand local search isn’t “bad,” it’s typical—especially if Abs. Top Impr.% is low. Don’t chase CTR; optimize orders/CPO.
Quick wins:
– Split Brand vs Non-Brand. Brand CTR 20–40% is normal; non-brand 3–8% with strong abs-top.
– Raise abs-top: tighten themes, add negatives (recipes/jobs/suppliers), improve QS, and lift bids/value.
– Geo-fence tight (1–3 km) around today’s stop; run only service hours; skew to mobile.
– Assets: image assets + sitelinks (“Menu,” “Order online,” “Directions”), call + location, promo/price, structured snippets (cuisine, neighborhoods).
– RSAs: inject city/area, “Open now,” lunch/dinner hooks. Test Call Ads during rush.
– SQR n-gram mining weekly; kill low-intent variants fast.
– Track what matters: orders, calls, direction requests, and CPO/ROAS. Use GBP + Local/PMax-Store if eligible.
One idea to lift both CTR *and* relevance:
– Ad customizers from a Google Sheet: “Serving at {{location}} until {{countdown:closing_time}} – Butter Chicken ready.” Rotates daily without rebuilding ads.
If you must move CTR: push Abs. Top Impr.% and add image assets. It’ll climb.
