Median Google Ads cost per click across 10 industries in the United States, six service industries and four healthcare specialties, paired with search volume, organic difficulty and search intent. Pulled from live keyword data, not from a survey and not from memory.
Two things this table is for. If you are buying clicks, it tells you whether the price you are paying is normal for your industry or a symptom of something broken. If you are deciding where to put budget, it tells you what a lead has to be worth before paid search makes sense at all.
The legal figures are the ones people misread. A truck accident attorney paying $509.15 per click is not being overcharged. A single case can be worth six figures, so the maths still works. The same click price in a business with a $400 average job would be ruinous. Cost per click means nothing without the value of what it buys.
Source. Live keyword data for the United States market, English language, from the DataForSEO Labs API, pulled on 2026-10-15, 2026-09-15 and 2026-08-15. Cost per click is the average paid by advertisers, not a bid estimate. The source refreshes each keyword on its own cycle of roughly a month, and the Source refresh column shows when the figure in each row was last updated.
Organic difficulty is a 0 to 100 score of how hard the term is to rank for without paying. It is a separate measure from advertiser competition, which is what most published benchmarks report and which says nothing about ranking.
Intent is classified as commercial, transactional, informational or navigational. It matters more than volume: a high volume term with navigational intent is people looking for a specific brand, not people looking to buy.
Limits. These are national medians. Costs in a dense metro run above them and rural markets below. Keywords with no reported data were excluded rather than shown as zero, and each table names the ones that came back empty. Car accident lawyer and assisted living near me have returned no data since September. One healthcare term from earlier editions was retired this month and physical therapy near me was added in its place; it returned no data either, so the Healthcare median now rests on three keywords. Medians over three to six keywords move when a single term moves, so read the group medians as indicators and the keyword rows as the measurement.
Reuse. These figures are free to cite or reproduce with attribution to Diwizi and a link to this page. There is no form and no email gate. See the citation line at the bottom of this page.
This is the third pull, on 2026-10-15. Before reading any change, one thing about the source matters. Keyword figures are refreshed on a rolling cycle of roughly a month, term by term, not all on one day. On the day of this pull most terms still carried the refresh they received between 12 and 17 September, so their October figure is the September figure and not a new measurement. Every table now shows the date each figure was refreshed, so you can see which numbers are new and which are not.
10 of the 33 keywords with data in earlier editions carry a different figure from the September edition, either because the source refreshed them after our September pull or because they were refreshed in October: marketing automation software ($89.05 to $80.43), garage door repair ($52.75 to $51.21), roof replacement ($32.15 to $30.63), crm software ($38.64 to $37.13), emergency plumber ($74.91 to $76.38), water heater replacement ($32.72 to $31.74), teeth whitening ($5.26 to $5.89), divorce lawyer ($29.53 to $29.97), plumber near me ($39.45 to $39.28), urgent care near me ($3.59 to $3.66). The full October refresh lands over the next days, and this page will be updated when it does.
| Industry | Median CPC now | Sep edition | Aug edition | Keywords with data |
|---|---|---|---|---|
| Legal | $98.55 | $98.55 | $101.84 | 5 |
| B2B & SaaS | $80.43 | $89.05 | $49.92 | 5 |
| HVAC & Plumbing | $33.26 | $33.75 | $31.50 | 8 |
| Home Services | $27.09 | $27.85 | $26.09 | 6 |
| Dental | $14.78 | $14.78 | $14.26 | 6 |
| Healthcare | $6.37 | $6.37 | $6.07 | 3 |
| Orthodontics | $16.58 | new | new | 3 |
| Dermatology | $6.40 | new | new | 4 |
| Senior Living | $12.19 | new | new | 6 |
| Hearing Care | $6.12 | new | new | 4 |
Orthodontics, dermatology, senior living and hearing care join the index with six keywords each. 7 of those 24 keywords returned no cost data from the source and are listed under their table instead of being shown as zero. The pattern inside these groups is worth a look: in hearing care, hearing test near me costs $21.39 a click while hearing aids costs $5.92; in dermatology, eczema treatment costs $15.50 against $5.43 for dermatologist near me; in senior living, memory care facilities is the most expensive term at $25.56. These figures describe what advertisers paid, not why, and this page does not guess at a cause.
Median cost per click in this group: $98.55, against $98.55 in the September edition and $101.84 in August. Highest: truck accident attorney at $509.15. No cost data returned for car accident lawyer.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| truck accident attorney | $509.15 | $509.15 | $396.15 | +28.5% | 49,500 | 14 | Commercial | Sep 14 |
| personal injury lawyer | $170.62 | $170.62 | $163.25 | +4.5% | 201,000 | 28 | Commercial | Sep 15 |
| workers compensation lawyer | $98.55 | $98.55 | $101.84 | -3.2% | 135,000 | 8 | Informational | Sep 14 |
| criminal defense attorney | $52.54 | $52.54 | $51.06 | +2.9% | 60,500 | 57 | Commercial | Sep 14 |
| divorce lawyer | $29.97 | $29.53 | $30.25 | -0.9% | 246,000 | 32 | Commercial | Sep 17 |
Median cost per click in this group: $80.43, against $89.05 in the September edition and $49.92 in August. Highest: payroll software at $128.41.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| payroll software | $128.41 | $128.41 | $138.03 | -7.0% | 33,100 | 41 | Commercial | Sep 13 |
| hr software | $91.59 | $91.59 | $115.39 | -20.6% | 9,900 | 17 | Commercial | Sep 15 |
| marketing automation software | $80.43 | $89.05 | $49.92 | +61.1% | 1,900 | 48 | Commercial | Sep 16 |
| project management software | $49.28 | $49.28 | $49.70 | -0.8% | 165,000 | 51 | Commercial | Sep 13 |
| crm software | $37.13 | $38.64 | $43.98 | -15.6% | 201,000 | 59 | Commercial | Oct 15 |
Median cost per click in this group: $33.26, against $33.75 in the September edition and $31.50 in August. Highest: emergency plumber at $76.38.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| emergency plumber | $76.38 | $74.91 | $74.51 | +2.5% | 74,000 | 0 | Transactional | Sep 15 |
| air conditioning repair | $46.46 | $46.46 | $43.74 | +6.2% | 368,000 | 0 | Commercial | Sep 13 |
| plumber near me | $39.28 | $39.45 | $36.62 | +7.3% | 823,000 | 23 | Commercial | Oct 15 |
| hvac repair | $34.77 | $34.77 | $32.44 | +7.2% | 74,000 | 39 | Commercial | Sep 13 |
| water heater replacement | $31.74 | $32.72 | $30.57 | +3.8% | 49,500 | 30 | Transactional | Sep 17 |
| furnace repair | $28.38 | $28.38 | $23.06 | +23.1% | 201,000 | 9 | Commercial | Sep 13 |
| hvac installation | $22.23 | $22.23 | $23.56 | -5.6% | 22,200 | 14 | Commercial | Sep 12 |
| drain cleaning | $13.92 | $13.92 | $15.02 | -7.3% | 110,000 | 0 | Commercial | Sep 14 |
Median cost per click in this group: $27.09, against $27.85 in the September edition and $26.09 in August. Highest: garage door repair at $51.21.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| garage door repair | $51.21 | $52.75 | $51.67 | -0.9% | 246,000 | 46 | Commercial | Sep 16 |
| pest control near me | $32.48 | $32.48 | $31.51 | +3.1% | 165,000 | 40 | Commercial | Sep 13 |
| roof replacement | $30.63 | $32.15 | $26.01 | +17.8% | 33,100 | 48 | Commercial | Sep 17 |
| solar panel installation | $23.56 | $23.56 | $26.16 | -9.9% | 74,000 | 20 | Commercial | Sep 14 |
| roofing contractor | $21.08 | $21.08 | $19.44 | +8.4% | 135,000 | 68 | Commercial | Sep 12 |
| house cleaning services | $11.67 | $11.67 | $12.10 | -3.6% | 90,500 | 26 | Commercial | Sep 14 |
Median cost per click in this group: $14.78, against $14.78 in the September edition and $14.26 in August. Highest: dental implants at $26.49.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| dental implants | $26.49 | $26.49 | $23.37 | +13.4% | 165,000 | 44 | Transactional | Sep 13 |
| all on 4 dental implants | $25.19 | $25.19 | $27.55 | -8.6% | 22,200 | 0 | Informational | Sep 14 |
| cosmetic dentistry | $15.63 | $15.63 | $15.17 | +3.0% | 90,500 | 37 | Informational | Sep 14 |
| dentist near me | $13.92 | $13.92 | $13.35 | +4.3% | 1,830,000 | 49 | Commercial | Sep 13 |
| invisalign | $9.42 | $9.42 | $10.53 | -10.5% | 368,000 | 43 | Transactional | Sep 14 |
| teeth whitening | $5.89 | $5.26 | $5.42 | +8.7% | 165,000 | 70 | Informational | Oct 15 |
Median cost per click in this group: $6.37, against $6.37 in the September edition and $6.07 in August. Highest: home care services at $13.51. No cost data returned for assisted living near me, physical therapy near me.
| Keyword | CPC now | Sep edition | Aug edition | Change since Aug | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|---|---|---|
| home care services | $13.51 | $13.51 | $13.95 | -3.2% | 201,000 | 57 | Commercial | Sep 15 |
| medical spa | $6.37 | $6.37 | $6.07 | +4.9% | 135,000 | 35 | Commercial | Sep 13 |
| urgent care near me | $3.66 | $3.59 | $3.88 | -5.7% | 4,090,000 | 19 | Commercial | Sep 16 |
New this edition. Median cost per click: $16.58 across 3 keywords with data. Highest: orthodontist at $22.58. No cost data returned for orthodontist near me, braces cost, invisalign cost.
| Keyword | CPC | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|
| orthodontist | $22.58 | 246,000 | 67 | Informational | Sep 12 |
| braces for adults | $16.58 | 14,800 | 6 | Transactional | Sep 12 |
| clear aligners | $14.00 | 18,100 | 48 | Transactional | Sep 13 |
New this edition. Median cost per click: $6.40 across 4 keywords with data. Highest: eczema treatment at $15.50. No cost data returned for mohs surgery, acne scar treatment.
| Keyword | CPC | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|
| eczema treatment | $15.50 | 165,000 | 24 | Informational | Sep 12 |
| skin cancer screening | $7.38 | 12,100 | 19 | Informational | Sep 13 |
| dermatologist near me | $5.43 | 673,000 | 28 | Navigational | Sep 14 |
| cosmetic dermatologist | $4.95 | 3,600 | 12 | Informational | Sep 14 |
New this edition. Median cost per click: $12.19 across 6 keywords with data. Highest: memory care facilities at $25.56.
| Keyword | CPC | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|
| memory care facilities | $25.56 | 12,100 | 48 | Informational | Sep 12 |
| in home care for elderly | $17.38 | 27,100 | 68 | Informational | Sep 13 |
| independent living for seniors | $14.45 | 8,100 | 30 | Informational | Sep 14 |
| senior living communities | $9.93 | 22,200 | 62 | Informational | Sep 12 |
| respite care | $9.73 | 165,000 | 27 | Informational | Sep 17 |
| nursing homes near me | $6.37 | 201,000 | 49 | Informational | Oct 15 |
New this edition. Median cost per click: $6.12 across 4 keywords with data. Highest: hearing test near me at $21.39. No cost data returned for audiologist near me, tinnitus treatment.
| Keyword | CPC | Monthly searches | Organic difficulty | Intent | Source refresh |
|---|---|---|---|---|---|
| hearing test near me | $21.39 | 12,100 | 20 | Transactional | Sep 16 |
| hearing aid repair | $6.32 | 5,400 | 0 | Transactional | Sep 16 |
| hearing aids | $5.92 | 165,000 | 55 | Transactional | Sep 13 |
| hearing aids cost | $2.87 | 14,800 | 19 | Informational | Sep 16 |
If your cost per click sits near the median for your industry, the account is priced normally and any problem you have is downstream: which searches you show for, where you show, and whether you can tell a lead from a booked job.
If it sits well above, three causes account for almost all of it. You are bidding on broader terms than you think, you are competing in a metro that carries a premium the national median hides, or your quality signals are weak enough that you pay more than competitors for the same position.
If it sits well below, that is not automatically good news. Cheap clicks in an expensive industry usually mean you are winning the searches nobody else wants.
For single advertisers rather than market medians, see the ad spend teardowns.
These numbers are free to use, quote, screenshot or rebuild, including commercially, as long as the figure is credited to the Paid Media Cost Index and links back to this page. No form, no email, no permission request. If you are a journalist, analyst or another agency and want a cut of the data that is not published here, write to hello [at] diwizi.com and say what you need.
Paid Media Cost Index, Diwizi, edition of 2026-10-15. Median Google Ads cost per click across ten United States industries. https://diwizi.com/paid-media-cost-index.html
The raw figures behind every table are also published in machine readable form in the structured data of this page, so a script or a language model can read them without scraping the HTML.
Two things are worth comparing these figures against, because a cost per click only means something next to what you pay to have the account run.
If you want that read done on your own account rather than estimated from a table, the audit is a fixed scope piece of work and the findings are yours either way.