Google Ads costs in 2026: what each industry pays
Cost per click rose 12% in a year and the spread between industries reached sixfold. Budget against the table, not against a global average.
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.
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