--- title: "Most Expensive Google Ads Keywords: Top Click Costs $972.50" url: https://www.suffdigital.com/resources/data-studies/most-expensive-google-ads-keyword description: "The most expensive Google Ads keywords are all injury lawyer searches, led by one at $972.50 a click, 90 times the $10.82 average. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmost-expensive-google-ads-keyword&text=The%20Most%20Expensive%20Google%20Ads%20Keyword%20Costs%20%24972.50%20a%20Click%20vs%20a%20%2410.82%20Average Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmost-expensive-google-ads-keyword Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmost-expensive-google-ads-keyword Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmost-expensive-google-ads-keyword&title=The%20Most%20Expensive%20Google%20Ads%20Keyword%20Costs%20%24972.50%20a%20Click%20vs%20a%20%2410.82%20Average The most expensive Google Ads keyword in the US, "best houston truck accident lawyers", costs **$972.50** per click, 90 times the $10.82 average. All 10 of the priciest keywords are searches for injury lawyers, and 208 keywords cost $100 or more per click. Analysis of 18,477 US keywords · Google Ads Keyword Planner, September 2026 ## Key Findings 1. 1. The most expensive Google Ads keyword, "best houston truck accident lawyers", costs **$972.50** per click, 90 times the $10.82 average across all keywords. Copy stat 2. 2. All **10** of the most expensive Google Ads keywords are searches for injury lawyers, led by truck accident, rideshare and mesothelioma terms. Copy stat 3. 3. **208** Google Ads keywords cost $100 or more per click, and 16 cost $300 or more. Copy stat 4. 4. "truck accident lawyer near me", searched 74,000 times a month, costs **$379.86** per click on Google Ads. Copy stat 5. 5. Outside law, the most expensive Google Ads keyword is "ap automation software" at **$295.91** per click, followed by "contract management software" at $284.13. Copy stat ## Summary Someone in Houston is hurt in a crash with an 18-wheeler and searches for the best truck accident lawyers in the city. For the law firm whose ad they click, that single click costs $972.50 on average, whether or not the person ever calls. Cost per click, or CPC, is what an advertiser pays each time someone clicks its ad in Google's search results. Advertisers bid in an auction, so the price of a keyword reflects how much the businesses competing for it expect one customer to be worth. The most expensive keywords show where a single customer is worth the most. At the top of the list, that is personal injury law. "best houston truck accident lawyers" costs **$972.50** a click, 90 times the $10.82 average across all keywords, and every one of the 10 most expensive keywords is a search for an injury lawyer. Outside law, software and business lending keywords cost up to $295.91 a click. ## What we measured In September 2026 we collected Google Ads Keyword Planner data for 20,000 US keywords, each searched at least 2,900 times a month, and ranked the 18,477 that have a cost per click from most to least expensive. For each keyword, Keyword Planner gives Google's estimate of the average cost per click, the monthly search volume and a range of bids for the top of the page. Average cost per click is what advertisers pay for one click on average. The high top-of-page bid is Google's estimate of what the highest-bidding advertisers pay to show their ad above the search results. Monthly searches are the average number of times the keyword is searched in the US each month. ## Truck accident searches own the top of the list $972.50 is the cost of one Google Ads click on "best houston truck accident lawyers". Truck accident searches dominate the top of the list. "best houston truck accident lawyers" and its singular twin, "best houston truck accident lawyer", both cost $972.50 a click, and "best truck accident lawyers" costs $655.11. Rideshare crashes ("uber accident lawyer" at $594.45 and "lyft accident attorney" at $582.85) and "mesothelioma attorney" at $507.41 complete the top group. CPC by keyword best houston truck accident lawyers $972.5 best truck accident lawyers $655.11 semi truck accident attorneys $607.13 uber accident lawyer $594.45 lyft accident attorney $582.85 commercial truck accident lawyers $515.77 truck accident lawyer $509.15 mesothelioma attorney $507.41 truck accident lawyer near me $379.86 18 wheeler injury lawyer $362.78 accident injury attorney $351.83 motorcycle accident attorneys $344.63 Source: Suff Digital analysis of 18,477 US keywords · Google Ads Keyword Planner, September 2026 | Keyword | CPC | Monthly searches | | --- | --- | --- | | best houston truck accident lawyers | $972.50 | 3,600 | | best truck accident lawyers | $655.11 | 6,600 | | semi truck accident attorneys | $607.13 | 3,600 | | uber accident lawyer | $594.45 | 6,600 | | lyft accident attorney | $582.85 | 3,600 | | commercial truck accident lawyers | $515.77 | 3,600 | | truck accident lawyer | $509.15 | 49,500 | | mesothelioma attorney | $507.41 | 8,100 | | truck accident lawyer near me | $379.86 | 74,000 | | 18 wheeler injury lawyer | $362.78 | 4,400 | | accident injury attorney | $351.83 | 8,100 | | motorcycle accident attorneys | $344.63 | 9,900 | These searches are expensive because of what one case is worth. A truck accident, a rideshare crash or a mesothelioma diagnosis can lead to a large settlement, and injury firms are paid a share of it, so a firm can pay hundreds of dollars for a visit and still profit if a small fraction of visitors become clients. For most of these keywords, Google's estimate of the highest top-of-page bid is $1,000 a click. The busiest search on the list, "truck accident lawyer near me", is searched 74,000 times a month and still costs $379.86 a click. ## 208 keywords cost over $100 a click Keywords this expensive are rare but not isolated. 208 keywords cost $100 or more per click, and 16 cost $300 or more. Against an average of $10.82 across all keywords, they sit in a different market altogether. The keywords at the top of the list share three traits: a customer worth thousands of dollars, a local market where many firms compete for the same clients, and a search that signals someone ready to hire now. "near me" and city names in the keyword are a common sign of that urgency. ## Software and lending keywords also clear $200 Outside law, a handful of software, payroll, lending and insurance keywords cost more than $200 a click. "ap automation software" is the most expensive non-legal keyword at $295.91, followed by "contract management software" at $284.13 and "payroll services for small business" at $267.15. CPC by keyword ap automation software $295.91 contract management software $284.13 payroll services for small business $267.15 business term loans $247.47 auto insurance quotes florida $243.16 edr software $236.42 | Keyword | Industry | CPC | | --- | --- | --- | | ap automation software | SaaS | $295.91 | | contract management software | SaaS | $284.13 | | payroll services for small business | IT Services | $267.15 | | business term loans | Banking and Loans | $247.47 | | auto insurance quotes florida | Insurance | $243.16 | | edr software | SaaS | $236.42 | What these have in common is a large contract value. A business that signs up for accounts payable software or a term loan can be worth thousands of dollars a year to the company that wins it, so paying a few hundred dollars for a click from a qualified buyer still makes sense. ## What this means for advertisers in expensive markets If your market contains keywords like these, control where your budget goes. Broad match can wander into a $500 keyword without warning, and one click can use up a small daily budget. Use exact and phrase match for expensive terms, add negative keywords for the ones you do not want, and set bid limits so a single search cannot drain the account. High prices are also a signal of value. If competitors pay $250 or more for a keyword in your space, the customers behind it are worth a lot, and a page that ranks for the same search in the free results saves that cost on every visit. For injury and other law firms, the answer is usually a mix: tightly managed ads for the searches that convert, and strong local pages for the rest. A law firm ppc (https://www.suffdigital.com/services/ppc/legal-ppc) specialist who bids on case value, not on clicks, keeps these costs under control. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: The Most Expensive Google Ads Keyword Costs $972.50 a Click vs a $10.82 Average - Suff Digital

## Cite this study APA Suff Digital. (2026). The Most Expensive Google Ads Keyword Costs $972.50 a Click vs a $10.82 Average. https://www.suffdigital.com/resources/data-studies/most-expensive-google-ads-keyword Plain link The Most Expensive Google Ads Keyword Costs $972.50 a Click vs a $10.82 Average - Suff Digital - https://www.suffdigital.com/resources/data-studies/most-expensive-google-ads-keyword ## Frequently asked questions ### What is the most expensive keyword on Google Ads? ### How many Google Ads keywords cost more than $100 a click? ### Why are lawyer keywords so expensive on Google Ads? ### What is the most expensive Google Ads keyword outside law? ## Related studies - 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 Personal Injury Google Ads Clicks Cost $195.73 on Average, and Louisiana Pays the Most: https://www.suffdigital.com/resources/data-studies/personal-injury-lawyer-google-ads-cpc - PPC Software Companies Pay $30.36 per Google Ads Click on Average vs $10.82 Across Industries: https://www.suffdigital.com/resources/data-studies/saas-software-google-ads-cpc - PPC No Auto Dealer Google Ads Keyword Costs $10 or More per Click: https://www.suffdigital.com/resources/data-studies/auto-dealer-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/most-expensive-google-ads-keyword#article", "headline": "The Most Expensive Google Ads Keyword Costs $972.50 a Click vs a $10.82 Average", "description": "The most expensive Google Ads keyword in the US, \"best houston truck accident lawyers\", costs $972.50 per click, 90 times the $10.82 average. 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All 10 of the most expensive Google Ads keywords are injury lawyer searches." } }, { "@type": "Question", "name": "What is the most expensive Google Ads keyword outside law?", "acceptedAnswer": { "@type": "Answer", "text": "\"ap automation software\", at $295.91 per click, followed by \"contract management software\" at $284.13." } } ] } ] } ] ```