Branded Google Ads Clicks Cost 44% Less Than Non-Branded Clicks

    A click on a branded Google Ads keyword, a search for a specific company or website, costs $5.91 on average against $10.64 for all other keywords, 44% less. Searches where people compare options before buying cost the most, at $17.86, three times the branded average.

    Average cost per click by keyword group
    Branded
    $5.91
    Non-branded
    $10.64

    Source: Suff Digital analysis of 9,550 US keywords · Google Ads Keyword Planner prices and search intent labels, September 2026

    Average cost per click by search intent
    Commercial
    $17.86
    Informational
    $6.85
    Navigational (branded)
    $5.91
    Transactional
    $4.51

    Source: Suff Digital analysis of 9,550 US keywords · Google Ads Keyword Planner prices and search intent labels, September 2026

    Cost per click by branded keyword
    the zebra insurance quotes
    $53.14
    state farm quote
    $51.02
    state farm homeowners insurance quote
    $44.81
    google business profile
    $23.39
    capital one credit card
    $7.05
    chase credit card login
    $1.05
    home depot near me
    $0.96
    discover credit card account login
    $0.32
    zillow
    $0.08

    Source: Suff Digital analysis of 9,550 US keywords · Google Ads Keyword Planner prices and search intent labels, September 2026

    Source: Branded Google Ads Clicks Cost 44% Less Than Non-Branded Clicks - Suff Digital