Google Ads costs in 2026: what each industry pays

The table

Per WordStream / LocaliQ's 2026 report covering 13,000+ campaigns, the cross-industry average search CPC is $2.96, up 12% from $2.64. Legal tops the range at $6.75–9.87; home improvement $8.33; dentists $8.00; e-commerce lowest at $1.16.

Look at the range, not the average

In legal the "average" of $6.75 hides everything from $1.50 long-tail queries to $50+ competitive terms. Geography matters as much: a plumber in a major city pays several times a rural one.

A note for Turkey

This is US data; Turkish CPCs are markedly lower in dollar terms. But sectors targeting patients or buyers abroad compete in the same auction, so the table applies to them directly.