How long is a piece of string? Just kidding.. The CTR will depend on how well targeted your keyword is and how effective your advertising copy is. For example, we're managing a campaign for a client that has a generic keyword for their industry and it's getting a massive 7.5% CTR. The majority of traffic comes from this keyword, however there are 9 targeted keywords that have a higher CTR - simply because they're so specific. If only they had more traffic.. The keyword that has the top CTR is so well targeted that out of 4 impressions it's had 3 clicks - yes, 75% CTR - and damn cheap CPC at that. As a rule of thumb though, I think it's possible to get a CTR greater than 2% in pretty much any industry.. In regard the the banner ads, I presume you mean Image Ads? Not all sites are configured to show Image Ads so they may be delivered 'slower' as a result. Plus, a well written Text Ad will (in general) outperform an Image Ad unless the Image Ad is done very well..