Paid-social CTRs typically run 0.5–2%, with high-performing creative reaching 3–5%. Search-ad CTRs run higher — 3–6% for branded keywords, often into double digits — because the audience is actively searching for what you sell.
CTR alone does not predict business outcomes. A high-CTR creative that drives clicks to a poor landing page can be net-negative; a moderate-CTR creative with strong intent and a converting landing page can be the better choice. Cost per acquisition (CPA) is the final measure.
When optimising, isolate variables: same creative tested against different audiences tells you about audience fit; same audience tested against different creatives tells you about creative fit. Changing both at once produces conclusions you cannot trust.