--- title: "Mortgage Google Ads Cost per Click: VA Home Loan Hits $83.63" url: https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc description: "Mortgage Google Ads cost per click averages $10.58 across 676 keywords, but \"va home loan\" costs $83.63, almost eight times as much. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmortgage-google-ads-cpc&text=VA%20Home%20Loan%20Searches%20Cost%20%2483.63%20per%20Google%20Ads%20Click%20vs%20%2410.58%20for%20the%20Average%20Mortgage%20Keyword Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmortgage-google-ads-cpc Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmortgage-google-ads-cpc Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmortgage-google-ads-cpc&title=VA%20Home%20Loan%20Searches%20Cost%20%2483.63%20per%20Google%20Ads%20Click%20vs%20%2410.58%20for%20the%20Average%20Mortgage%20Keyword A click on a mortgage Google Ads keyword costs **$10.58** on average, close to the $10.82 average across 23 industries, but "va home loan" costs $83.63, almost eight times as much. Searches from borrowers ready to apply cost several times the price of research searches such as mortgage calculators. Analysis of 676 mortgage keywords · Google Ads Keyword Planner, September 2026 ## Key Findings 1. 1. The most expensive mortgage Google Ads keyword, "va home loan", costs **$83.63** per click, almost eight times the $10.58 mortgage average, followed by "mortgage quote" at $80.86. Copy stat 2. 2. A click on a mortgage Google Ads keyword costs **$10.58** on average, close to the $10.82 average across 23 industries, placing mortgage 11th of the 23. Copy stat 3. 3. "mortgage calculator", the most searched mortgage keyword at 2,740,000 searches a month, costs **$1.89** per Google Ads click. Copy stat 4. 4. Mortgage advertisers in Colorado pay **12%** more per Google Ads click than the national price for the same keywords, while New York pays 12% less. Copy stat 5. 5. A click on a mortgage keyword costs **$5.49** on Microsoft Ads against $11.64 on Google Ads for the same keywords, 53% less. Copy stat ## Summary Two people search for mortgages on the same afternoon. One types "mortgage calculator" to see what a house might cost them each month. The other, a veteran ready to buy, types "va home loan". To a lender advertising on Google, the first click costs $1.89 and the second $83.63. Cost per click, or CPC, is what an advertiser pays each time someone clicks its ad, whether or not that person applies. It decides how many borrowers a monthly budget reaches. In mortgage lending, the gap between research searches and application searches is wide, so where a lender spends matters more than how much. On average, mortgage clicks are moderately priced. A click on a mortgage keyword costs **$10.58**, close to the $10.82 average across 18,477 keywords in 23 industries, and half cost $6.86 or less. The expensive exceptions are the searches lenders want most: VA loans, quotes, refinancing and home equity, where clicks cost $50 to $84. ## What we measured In September 2026 we collected Google Ads Keyword Planner prices for mortgage keywords, each searched at least 2,900 times a month in the US, and analyzed the 676 mortgage keywords with a price above zero. For those we calculated the average, median and spread of cost per click and compared them with 18,477 keywords across 23 industries. We also collected state-level prices for the 25 largest states and Microsoft Ads prices for the 467 keywords priced on both platforms. Cost per click is Google's estimate of the average price an advertiser pays for one click on an ad shown for that search. The median is the middle keyword: half cost less, half cost more. The volume-weighted average counts each keyword by how often it is searched. Each state is compared with the national price of the same keywords, so its percentage shows how much more or less a local lender pays for identical searches. ## Mortgage clicks cost about the cross-industry average $10.58 is the average cost of a click on a mortgage Google Ads keyword. Mortgage sits 11th of 23 industries, just under the $10.82 cross-industry average. The median mortgage keyword costs $6.86, and the middle half cost between $4.06 and $12.06. The most common price band is $5 to $10, holding 231 keywords, 34% of the total, and 33% of mortgage keywords cost $10 or more. Share by CPC range Under $1 3.6% $1 to $2 8% $2 to $5 21% $5 to $10 34% $10 to $20 22% $20 to $50 9.6% $50 to $100 2.1% Source: Suff Digital analysis of 676 mortgage keywords · Google Ads Keyword Planner, September 2026 | CPC range | Keywords | Share | | --- | --- | --- | | Under $1 | 24 | 3.6% | | $1 to $2 | 54 | 8% | | $2 to $5 | 141 | 21% | | $5 to $10 | 231 | 34% | | $10 to $20 | 147 | 22% | | $20 to $50 | 65 | 9.6% | | $50 to $100 | 14 | 2.1% | Weighted by how often each keyword is searched, the average falls to $7.13, because the most searched terms are cheap tool searches. "mortgage calculator" is searched 2,740,000 times a month and costs $1.89 a click. The people behind those searches are still doing the math, and few lenders pay much to reach them. ## VA loans, quotes and home equity top the price list The top of the list is steep. The most expensive 10% of mortgage keywords cost $23.05 or more, and the priciest, "va home loan", costs $83.63, almost eight times the mortgage average. "mortgage quote" follows at $80.86 and "home equity loans" at $67.96, with refinance and home equity searches filling much of the rest of the top 12. CPC by keyword va home loan $83.63 mortgage quote $80.86 home equity loans $67.96 refinance mortgage lenders $66.99 va mortgage lenders $63.12 best home equity loans $61.48 pre approval letter for mortgage $57.9 home equity loan $57.1 online mortgage application $57.09 refinancing a home $56.34 compare home equity loan rates $52.31 va mortgage near me $50.76 | Keyword | CPC | Monthly searches | | --- | --- | --- | | va home loan | $83.63 | 40,500 | | mortgage quote | $80.86 | 12,100 | | home equity loans | $67.96 | 27,100 | | refinance mortgage lenders | $66.99 | 9,900 | | va mortgage lenders | $63.12 | 9,900 | | best home equity loans | $61.48 | 5,400 | | pre approval letter for mortgage | $57.90 | 3,600 | | home equity loan | $57.10 | 90,500 | | online mortgage application | $57.09 | 3,600 | | refinancing a home | $56.34 | 6,600 | | compare home equity loan rates | $52.31 | 3,600 | | va mortgage near me | $50.76 | 18,100 | These are the searches of borrowers close to applying: asking for a quote, a preapproval letter or an application, or looking for a lender for a specific loan. VA loans appear three times in the top 12, so lenders that serve veterans compete in one of the most expensive corners of the market. ## Colorado pays the most for mortgage clicks Location changes the price, though less than in many industries. Among the 25 largest states, Colorado is the most expensive for mortgage clicks at $11.96 on average, 12% above the national price of the same keywords, followed by Georgia at $11.44 (8% above) and Florida at $11.50 (7% above). New York is the cheapest at $9.47, 12% below. State mean CPC by state Colorado $11.96 Georgia $11.44 Florida $11.5 Maryland $10.02 Massachusetts $9.63 New York $9.47 | State | Keywords | State mean CPC | vs national | | --- | --- | --- | --- | | Colorado | 557 | $11.96 | +12% | | Georgia | 591 | $11.44 | +8% | | Florida | 613 | $11.50 | +7% | | Maryland | 548 | $10.02 | -8% | | Massachusetts | 538 | $9.63 | -10% | | New York | 584 | $9.47 | -12% | Microsoft Ads, which shows ads on Bing, is much cheaper. For the 467 mortgage keywords priced on both platforms, a Microsoft Ads click costs $5.49 on average against $11.64 on Google Ads, 53% less. Mortgage search demand peaked in September 2025 and was lowest in August 2026, with 1.78 times as many searches at the peak. ## What this means for mortgage lenders and brokers Separate research searches from application searches. Calculator and rate-check terms are cheap and busy, but they come from people still doing the math; give them their own low-cost campaign that offers a tool or a rate alert. Preapproval, quote and VA terms cost far more and come from borrowers closer to applying, so send them to a page that starts the application. Watch the calendar and the platform. Demand in the peak month was 1.78 times the low, so a budget set a year ago may no longer match demand. Then copy your application campaigns to Microsoft Ads, where the same searches cost about half as much. Our ppc management services (https://www.suffdigital.com/services/ppc) split mortgage campaigns by borrower stage so the expensive clicks go only to the searches most likely to apply. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: VA Home Loan Searches Cost $83.63 per Google Ads Click vs $10.58 for the Average Mortgage Keyword - Suff Digital

## Cite this study APA Suff Digital. (2026). VA Home Loan Searches Cost $83.63 per Google Ads Click vs $10.58 for the Average Mortgage Keyword. https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc Plain link VA Home Loan Searches Cost $83.63 per Google Ads Click vs $10.58 for the Average Mortgage Keyword - Suff Digital - https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc ## Frequently asked questions ### How much does a Google Ads click cost for mortgage lenders? ### What is the most expensive mortgage keyword on Google Ads? ### How much does "mortgage calculator" cost on Google Ads? ### Is Microsoft Ads cheaper than Google Ads for mortgage? ### Which state has the most expensive mortgage Google Ads clicks? ## Related studies - PPC Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries: https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc - PPC Personal Injury Lawyers Pay $195.73 per Google Ads Click vs $1.68 for Auto Dealers: https://www.suffdigital.com/resources/data-studies/google-ads-cost-per-click-industry - PPC Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords: https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc - PPC Real Estate Google Ads Clicks Cost $1.78 on Average vs $10.82 Across Industries: https://www.suffdigital.com/resources/data-studies/real-estate-google-ads-cpc ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc#article", "headline": "VA Home Loan Searches Cost $83.63 per Google Ads Click vs $10.58 for the Average Mortgage Keyword", "description": "A click on a mortgage Google Ads keyword costs $10.58 on average, close to the $10.82 average across 23 industries, but \"va home loan\" costs $83.63, almost eight times as much. 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Searches from borrowers ready to apply cost several times the price of research searches such as mortgage calculators.", "url": "https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc", "creator": { "@id": "https://www.suffdigital.com/#organization" }, "datePublished": "2026-09-24", "dateModified": "2026-09-24", "license": "https://creativecommons.org/licenses/by/4.0/", "isAccessibleForFree": true, "measurementTechnique": "Google Ads Keyword Planner (US national and state prices); Microsoft Ads keyword prices" }, { "@type": "FAQPage", "@id": "https://www.suffdigital.com/resources/data-studies/mortgage-google-ads-cpc#faq", "mainEntity": [ { "@type": "Question", "name": "How much does a Google Ads click cost for mortgage lenders?", "acceptedAnswer": { "@type": "Answer", "text": "A click on a mortgage Google Ads keyword costs $10.58 on average and $6.86 at the median (September 2026), close to the $10.82 average across 23 industries." } }, { "@type": "Question", "name": "What is the most expensive mortgage keyword on Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "\"va home loan\" at $83.63 per click, followed by \"mortgage quote\" at $80.86 and \"home equity loans\" at $67.96." } }, { "@type": "Question", "name": "How much does \"mortgage calculator\" cost on Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "\"mortgage calculator\" costs $1.89 per Google Ads click and is searched 2,740,000 times a month in the US, the most of any mortgage keyword." } }, { "@type": "Question", "name": "Is Microsoft Ads cheaper than Google Ads for mortgage?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. On the same 467 mortgage keywords, a Microsoft Ads click costs $5.49 on average against $11.64 on Google Ads, 53% less." } }, { "@type": "Question", "name": "Which state has the most expensive mortgage Google Ads clicks?", "acceptedAnswer": { "@type": "Answer", "text": "Colorado, where a mortgage Google Ads click costs $11.96 on average, 12% above the national price of the same keywords. New York is the cheapest large state at $9.47, 12% below." } } ] } ] } ] ```