# Google CTR Stats – Changes Report for Q3 2025 Dan Popa Nov 20, 2025 11 min read With widespread concerns over the increasing dominance of AI Overviews in SERPs, the traffic landscape can look grim. However, this broad trend doesn't tell the full story. We've found that for some query types and industries, the websites ranked in certain positions resisted the decline and actually grew in CTR, while, as expected, others faced significant losses. ## TLDR - The websites ranked in **positions 2-6** on **desktop** for **branded searches** recorded a **combined 8.71 pp boost** in CTR. - **4+-word** queries were the only ones with steady CTR. - There were no less than **18 industries** affected by the changes. - CTR fluctuations were recorded on **all search intent types**. - **Arts & Entertainment** is the industry with the highest decrease in clickthrough rate for a single position (websites ranked **first** on **desktop dropped** by **5.13 pp** in CTR **).** - The highest increase in CTR for a single position was recorded in the **Travel** industry (the CTR for the websites ranked **second** on **desktop grew** by **2.46 pp**). In this analysis, we'll dive deeper into the data to see precisely how the [Google CTR](/content/free-seo-tools/google-organic-ctr/index.html) values shaped up in this year’s third quarter. This study uses an extensive dataset drawn from thousands of sites and millions of keywords. ## Methodology We calculated the CTR averages for each position for Q3 2025 (July-September interval) and compared them against the ones retrieved for Q2 2025 (April-June). All significant changes were included in this analysis and expressed as percentage points (pp). The data set is international and comprises all the available markets, such as the US, UK, etc. Since clicks and impressions go hand in hand when projecting estimated traffic, we also correlated these CTR changes with search demand data at an industry level. For each industry, we determined the average number of impressions in Q3 2025, compared it to Q2 2025, and expressed the difference as a percentage. ## CTR Shifts Across All Searches When averaging CTRs across all industries, **first-position** clickthrough rates for **desktop** queries **decreased** by **almost an entire percentage point** (0.99 pp) compared to the previous quarter, while mobile query CTRs remained relatively stable. ## CTR Shifts in Branded vs. Unbranded Queries Although the CTR for websites ranked in unbranded queries remained unchanged, significant shifts were observed exclusively in branded queries on desktop searches. Specifically, for searches **containing particular brand or business names**, the websites ranked **first** on **desktop** witnessed a **1.52 percentage point drop** in CTR. On the other hand, the websites ranked in **positions 2-6** recorded a **combined 8.71 pp boost** in CTR (2.00 pp for those ranked second, 2.33 pp for those ranked third, 1.87 pp for those ranked fourth, 1.49 pp for those ranked in the fifth position, and 1.02 pp for those ranked sixth). ## CTR Shifts by Search Intent For **informational queries** (containing words such as what, when, where, how, etc.), the CTR values experienced contrasting changes based on devices. Here, the websites ranked **second** recorded a **1.18 pp increase** in CTR on **desktop**, while on **mobile**, the websites ranked **first** were the ones affected, witnessing a **1.25 pp drop**. The websites ranked in the **first two positions** for **commercial queries** (containing words such as buy, price, etc.) recorded a **combined 4.20 pp decrease** in CTR on **desktop** (3.01 pp for those ranked first and 1.19 pp for those ranked second). As for **location searches**, the websites ranked **first** recorded **drops** in CTR on both **desktop** ( **2.52 pp**) and **mobile** queries ( **2.13 pp**). ## CTR Shifts by Keyword Length The websites holding the **first-place rank** on **desktop** were the ones suffering a negative impact on their clickthrough rates. Specifically, their CTR **declined** by **1.22 pp** for **2-word** searches and by **1.24 pp** for queries containing **three words**. On the other hand, on **mobile**, the changes affected the websites ranked for shorter queries (**1-word** only), which recorded a **1.52 pp increase** in CTR for the websites ranked **first**. ## Winning and Losing Industries by CTR Evolution By integrating search demand data, we offer a more complete picture of organic traffic changes across industries, overriding the common assumption that rankings alone tell the whole story. This is accomplished by linking CTR shifts to industry search volume movements. Simply put: traffic goes up when a higher CTR aligns with increased search interest, and traffic falls when decreasing CTRs meet lower demand. This chapter will be organized into two sections, corresponding to the shifts in search demand between the quarters. **A. Industries that experienced an increase in search demand** The websites ranked in the **first three positions** in the **News** industry experienced a **combined 5.15 pp** **increase** in CTR on **desktop** (1.43 pp for those ranked first, 2.32 pp for those ranked second, and 1.40 pp for those ranked in the third position). Coupled with a growth of +49.25% in search demand, it’s highly probable that the websites ranked in those three positions noticed a spike in organic traffic. The **Science** industry got on the downward slope this time. Here, the websites ranked from the **second to the fourth** position experienced a **combined 4.74 pp decrease** in CTR on **desktop** searches (2.05 pp for those ranked second, 1.65 pp for those in the third position, and 1.04 pp for those ranked fourth). The drop in CTR was consistent on **mobile**, as well, where the websites ranked **second** lost, on average, **2.17 pp**, while those ranked **third** registered a **1.67 pp decline**. Despite recording drops in clickthrough rates, there’s still a glimmer of hope for the websites in this market since the total number of impressions grew by +43.32%. Gladly, while people’s interest in **Education** grew in Q3, being translated into a +11.92% increase in impressions, the CTR values experienced contrasting changes this time. Here, on **mobile**, the websites ranked **first** witnessed a **1.57 pp loss**, and those ranked in the **second position** registered a **1.33 pp growth**. As for the **desktop** queries, only the websites ranked **first** were affected, experiencing a **1.80 decline** in CTR. One last market where the search demand grew slightly (by +2.90%) is **Real Estate**. Nevertheless, the CTR values went in the opposite direction, at least for the websites ranked **first**, which registered a **3.98 pp drop** on **desktop** and a **1.47 pp decrease** on **mobile** queries. Here’s a visual round-up of the CTR evolution in all four industries mentioned above: **B. Industries where the search demand dropped** The **Careers** industry continued on a descending trend since the previous quarter, when it was proclaimed [the market with the highest decline in impressions](/content/blog/ctr-google-2025-q2/index.html). In contrast to a -41.30% drop in search demand, the CTR for the websites ranked **first** on **mobile** experienced a **2.42 pp growth** in CTR. The clickthrough rate and search demand values went in opposite directions this time around in the **Hobbies & Interests** industry. The CTR for the websites ranked **second increased** by **1.20 pp** on **desktop**, while on **mobile**, the growth affected the websites ranked **first**, which recorded a **2.11 pp boost**. Nevertheless, the industry’s overall search demand went in the opposite direction, decreasing by -30.87%. Being the industry to record the [highest increase in clickthrough rate in the previous quarter](/content/blog/ctr-google-2025-q2/index.html), **Law, Government, & Politics** experienced contrasting changes this time. Here, on **desktop**, the websites ranked **first** witnessed a **2.30 pp loss**, while those ranked in the **second position** experienced a **1.23 pp growth**. Surprisingly, on **mobile**, the websites ranked first weren’t influenced by the changes, while those ranked in the **second position** registered a **1.08 pp increase** in CTR. Simultaneously, during this third quarter, the search demand decreased by -21.29%. As for the **Personal Finance** market, the clickthrough rate for the websites ranked **first** registered a **drop** of **1.33 pp** on **desktop**, while on **mobile**, the websites ranked in the **third position** were influenced by the changes, recording a **1.29 pp decline**. These changes in CTR, coupled with a decrease of -19.64% in this industry’s overall search demand, might translate into a loss in traffic for those websites affected by the changes. With [no major changes since Q1](/content/blog/ctr-google-2025-q1/index.html), the websites ranked **first** in the **Health & Fitness** industry recorded drops in CTR on both **desktop** ( **1.88 pp**) and **mobile** queries ( **1.98 pp**). The search demand for this industry also recorded losses when compared to the previous quarter (-16.93% to be more precise). The websites ranked **first** on **desktop** in the **Family & Parenting** industry can consider themselves quite fortunate this quarter, **increasing** their CTR by **1.90 pp**. Meanwhile, the websites ranked **second** on **desktop** registered a **1.18 pp loss**, while on **mobile**, the clickthrough rates for the websites ranked **first** and **third** registered a **decline** of **1.63 pp** and **1.03 pp**, respectively. Simultaneously, the number of impressions for this market dropped by -14.89%. And now let’s jump to the industry with the highest decrease in clickthrough rate for a single position: **Arts & Entertainment**. Here, the CTR for websites ranked **first** on **desktop dropped**, on average, by a remarkable **5.13 pp**. On the other hand, the decline affected the websites ranked in the **first two positions** on **mobile**, as well, which recorded a **combined 2.45 pp drop** in CTR, while the industry’s overall search demand decreased by -12.25%. The Automotive industry recorded losses on all fronts during this second quarter. With a global -12.18% decrease in search demand, websites ranked **first** recorded a **1.15 pp decline** on **desktop** and a **1.98 pp drop** on searches made from **mobile** devices. Desktop and mobile CTR values went in opposite directions this time around in the **Home & Garden** market, for the websites at the top. Here, on **desktop**, the websites ranked **first** witnessed a **1.40 pp loss**, while on **mobile**, the websites ranked **second** experienced a **1.00 pp boost** in CTR. Concurrently, the number of impressions for this industry decreased by -10.07%. In the **Society** category, surprisingly, the websites ranked first weren’t quite influenced by the changes. However, those ranked in the **second** position registered a **1.51 pp drop** in CTR on **mobile**, while the market’s search demand declined by -9.27%. [After two dormant quarters](/content/blog/ctr-google-2024-q4/index.html), the clickthrough rate values experienced changes once again in the **Shopping** industry. Here, the websites ranked **first** on **desktop** registered a **2.10 pp drop**, while those ranked **second** and **third** witnessed a **combined 2.83 pp boost** in CTR (1.49 pp for those ranked second and 1.34 pp for those ranked third). Meanwhile, the search demand for this industry declined by -5.51%. It’s time to turn our attention to the highest growth in CTR for a single position: the **Travel** industry. Here, the clickthrough rate for websites ranked **second** on queries made from **desktop** devices **grew**, on average, by **2.46 pp**, while people’s interest in traveling decreased slightly, by -1.68%. The websites ranked **second** on **desktop** in the **Sports** industry attracted more clicks than in the previous quarter, witnessing a **1.00 pp increase** in CTR. It remains to be seen if this boost in clickthrough rate can compensate for the decline in traffic resulting from the almost insignificant decrease in search demand (-0.21%). Last but not least, with a slight decline of -0.63% in search demand, the **Business** industry recorded a **2.94 pp decrease** in CTR for the websites ranked **first** on **desktop** devices only. Here’s a visual recap of the changes mentioned above: ## That’s it for…the third quarter Despite the seemingly gloomy outlook, marked by decreasing organic traffic, this quarter’s report highlighted even positive outcomes for some SERP listings. The CTR shifts impacted the branded searches, all intent types, the queries containing up to three words, and no less than eighteen industries. While industry-wide CTR trends reveal important patterns, remember that **your specific performance** may vary significantly. There's no one-size-fits-all benchmark - to truly understand your organic visibility, you need to paint the big picture. Advanced Web Ranking lets you track the pixel depth of your ranked pages—showing how far down the SERP your links appear—and **ties that data directly to your CTR performance**. Instead of relying solely on broad industry averages, you can see exactly how SERP layout changes **affect your click-through rates** and paint a complete picture of your search visibility. Ready to **benchmark your true CTR**? [Try AWR for free](https://app.advancedwebranking.com/signup) and see the difference. Stay tuned for our Q4 2025 analysis, which will offer further insights into the volatile clickthrough rates evolution. Until then, stay safe and healthy! Article by [**Dan Popa**](/content/authors/dan/index.html) Dan Popa is an Online Marketing Strategist at Caphyon. He is passionate about both Online and Offline Marketing and he's always looking for new ways of applying the basic principles of marketing in the fast-evolving SEO field. He's always in the mood to chat about new creative ideas for campaigns, so you can find him on Twitter.