U.S. Google AdWords CPC 2018, by industry

As of early 2018, the average CPC for legal AdWords on Google Display Network amounted to 0.72 U.S. dollars, whereas the same keywords on search cost 6.75 U.S. dollars per click, becoming the most expensive keyword on Google Search Network in the measured period. In comparison, the second spot belonged to finance & insurance keyword which cost half as much.

How much does Google make on advertising?

Google search advertising is the largest source of revenue for the company as it accounts for roughly 70 percent of total profits. In 2018, Google generated more than 96 billion U.S. dollars through its search properties. In the same period, Google network properties, including AdMob, AdSense and AdManager generated close to 20 billion U.S dollars, bringing in total ad revenues of 116 billion in 2018. It makes for quite an impressive result taking into account that the entire Google segment of Alphabet brought in slightly over 136 billion dollars in total revenue that year.

Average cost-per-click in Google AdWords in selected industries in the United States between August 2017 and January 2018

SearchGoogle Display Network (GDN)
Advocacy1.430.62
Auto2.460.58
B2B3.330.79
Consumer Services6.40.81
Dating & Personals2.781.49
E-commerce1.160.45
Education2.40.47
Employment Services2.040.78
Finance & Insurance3.440.86
Health & Medical2.620.63
Home Goods2.940.6
Industrial Services2.560.54
Legal6.750.72
Real Estate2.370.75
Technology3.80.51
Travel & Hospitality1.530.44
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Source

Release date

June 2018

Region

United States

Survey time period

August 2017 to January 2018

Supplementary notes

Data based on a sample of 14,197 US-based WordStream client accounts in all verticals (representing over $200 million in aggregate AdWords spend) who were advertising on Google AdWords’ Search and Display networks between August 2017 and January 2018. Each industry includes at minimum 30 unique active clients.

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