The median click-through rate (CTR) in AdWords across industries is 1.91% on the search network.
On a global basis, paid search click volume (+21%) and click-through rates (+62%) each saw strong growth, with spending up 15%.
Looking at the B2B vertical, the study finds that impressions rose 27.2% year-over-year, while clicks stayed flat.
Average return on ad spend crept up 1% from last year to $5.84, while conversion rates increased 4% to 2.84%, and average order value was up 3% to $109.46.
Despite having lower cost per click rates than PCs, tablets offered a 68% higher ROI than PCs for US search advertisers in Q2, based on 20% higher conversion rates.