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How many leads should we expect to get from online ads for our sporting goods products?

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Trying to determine whether or not our ad designs are more or less effective than similar ads in our industry.
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Ad performance can vary significantly across ad formats, geographies, etc so it is a good idea to get as specific as you can when comparing you ad performance to industry norms. During the first half of 2015, 0.06% CTR was the average across all ad formats for Sporting Goods in the United States.
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The average CTR across ads on the web is 0.06% (see the Smart Insights article link for more detail), so a basic performance benchmark to measure your ads against would be about 6 clicks (leads) per 10,000 impressions.

https://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/