Digital marketing

TOP-20 Most Expensive Google Ads Keyword Groups

09 September, 2020

Have you ever wondered where did Google get money for such a cool office with such an expensive design? Most company services are free and available. How does the giant manage to do well without expensive offers?

It may sound weird but 97% of the profit of search engine #1 comes from one source – Google Ads (formerly – Google Adwords) search advertising service. Perhaps this is the most expensive solution.

What is Google Ads

When a modern man searches for something to do or buy, s/he will hardly ask a friend. Most likely s/he will type a keyword in the Google search bar. A company can provide a service that will satisfy the user’s needs. If the company has ordered a search ad impression for such a keyword (that can be rather expensive), when the user clicks the ad such company will get a target prospect.

Thus, Google offers companies all over the world a simple way to advertise their services at a relatively affordable price. Easiness, versatility, flexible settings made this method rather popular.

Request pricing basis

Many companies buy search advertising every day. This allows the search engine to make a profit and creates competition for the best keywords that allow making a big profit.

More and more companies wanted their ads to be displayed especially if their products are rather expensive. Some of them even booked the space for months beforehand for putting competitors out of the niche. Google reacted in the only possible way: they raised the price for the most popular keywords.

Some keywords cost thousands of dollars and some cost hundreds of thousands of dollars and it’s only the beginning.

The most expensive keywords in Google Ads

We have analyzed the most expensive keywords. Below you can see where entering the Google TOP-10 will be the most expensive and most difficult. Existing business players can ask other variants for promoting their goods and services. For those who plan to create a project, this information will give a cue what niches are super competitive so it is not even worth trying to enter them with a minimal budget.

General statistics

The list of categories with the most expensive promotion includes:

  1. Insurance
  2. Credits
  3. Mortgages
  4. Legal services
  5. Loans
  6. Lawyer’s services
  7. Charity
  8. Higher education
  9. Hosting
  10. Debt repayment/compensation
  11. Organizing and holding conferences
  12. Forex fund trading
  13. Software
  14. Data recovery
  15. Money transfers
  16. Gas and energization.
  17. Further education, workshops, courses
  18. Rehabilitation
  19. Treatment
  20. Umbilical cord blood

From the 20 most expensive promotion topics for Google Ads, it can be concluded that the promotion of financial, IT, data security, and storage and up-market healthcare businesses is the most costly one.

The average price per click for expensive ads is given in the graph below.


Let us analyze each group more thoroughly.


Average price per click: $521.8


  • geico motorcycle
  • geico motorcycle insurance
  • geico car insurance quote
  • geico quote
  • geico insurance quote

Geico is a US insurance company and one of the oldest on the market. It offers different insurance variants – from life to transport insurance. Due to their revolutionary concept of working directly with the customer and strict selection of people for insuring the company became a premium market player so it is very prestigious to contract with Geico, although their services are rather expensive.

The group of the most expensive keywords includes the brand commercial phrases of the company for motorbike insurance and a few keywords highlighting the company philosophy.

KeywordsImpressions$Top websiteScreenshot
geico motorcycle588864https://www.geico.comSee an example
geico motorcycle insurance548775https://www.geico.comSee an example
geico car insurance quote419468https://www.geico.comSee an example
geico quote399446https://www.geico.comSee an example
geico insurance quote381425https://www.geico.comSee an example

Credits for expensive needs

Average price per click: $118


  • quick business loans
  • business line of credit
  • small business line of credit
  • navy federal auto loan rates
  • loanbuilder

The microfinance and business crediting spheres are rather profitable and it is much easier to enter them than the large financial world of banking transactions. Loans for expensive household needs, buying a car, or opening a business are highly-demanded.

In some countries, the microfinance market regulation law has a lot of creepholes so this activity is rather flexible in terms of responsibility. So the niche and SEO in this sphere are very competitive.

The list of the most expensive keywords includes general commercial phrases on quick loans for business so as auto lending.

KeywordsImpressions$Top websiteScreenshot
quick business loans108149https://www.loanbuilder.comSee an example
business line of credit98120https://www.loanbuilder.comSee an example
small business line of credit97110https://www.loanbuilder.comSee an example
navy federal auto loan rates95108https://www.navyfederal.orgSee an example
loanbuilder87107https://www.loanbuilder.comSee an example


Average price per click: $85.6


  • guaranteed rate
  • wells fargo your mortgage
  • guaranteed rate mortgage
  • best va loan lenders
  • veterans home loans

This topic is also related to lending, but now we will talk about mortgages. As purchasing a flat is usually a long-term investment and not all borrowers have enough savings for this, there is a high demand for services of mortgage companies.

Some keywords on this topic are represented by Wells Fargo services. It is a financial and insurance company operating in the USA, Canada and Puerto Rico. Also the most expensive keywords include general informational phrases for choosing the rates and pricing.

KeywordsImpressions$Top websiteScreenshot
guaranteed rate8097https://app.guaranteedrate.comSee an example
wells fargo your mortgage7293https://www.wellsfargo.comSee an example
guaranteed rate mortgage6190www.rate.comSee an example
best va loan lenders89180www.top10mortgageloans.comSee an example
veterans home loans17868www.consumersadvocate.orgSee an example

Legal services

Average price per click: $347


  • seo attorney
  • personal injury lawyer seo
  • traumatic brain injury attorney
  • uber accident attorney
  • personal injury claim lawyer

The group includes commercial keywords on accident-related lawyer’s services. This sphere provides a narrow field of the lawyer’s expertise and quick advice in some non-routine emergency cases. Potentially this is searched on the Internet as it is usually impossible to ask this from friends.

Special attention should be paid to the keyword about the accident attorney SEO. This proves the popularity of this keyword for fee-based promotion of the services of such specialists. This means that if you plan to open a business in this sphere, it is worth seeking for other promotion methods (social media advertising, promotion is special communities and co-operation with online legal support, etc).

KeywordsImpressions$Top websiteScreenshot
seo attorney16686www.zolacreative.comSee an example
personal injury lawyer seo150199www.smbteam.comSee an example
traumatic brain injury attorney113188www.duffyduffylaw.comSee an example
uber accident attorney52185www.ubercrash.coSee an example
personal injury claim lawyer45167www.forthepeople.comSee an example


Average price per click: $60.8


  • merchant loan advance
  • merchant loans
  • merchant cash advance
  • business cash flow loans
  • merchant cash

This group includes keywords on  trading and commodity loans. These are types of payments in goods-money relations between the manufacturer and retailer.

The search results usually include informational websites about business. So the keyword group itself is not a commercial one as it does not sell any goods or services, but it only influences the increase or decrease of the website ranking that is optimized by these keywords.

KeywordsImpressions$Top websiteScreenshot
merchant loan advance31126www.merchantcapitalsource.comSee an example
merchant loans43658www.fundinghero.comSee an example
merchant cash an example
business cash flow loans34735www.lendingtree.comSee an example
merchant cash32435www.fundinghero.comSee an example

Expensive lawyer’s services

Average price per click: $401.6


  • 18 wheeler accident lawyer
  • birth injury attorney
  • birth injury lawyer
  • truck injury attorney
  • best car accident lawyer

The above-mentioned lawyer’s services have been also included in another group (accident or birth injury (in case of abnormal labor) attorney). This proves the popularity of search advertising for SEO. It is another reason to network with the target audience using other promotion methods.

KeywordsImpressions$Top websiteScreenshot
18 wheeler accident lawyer587488www.perdueandkidd.comSee an example
birth injury attorney115422www.douglasandlondon.comSee an example
birth injury lawyer100388www.douglasandlondon.comSee an example
truck injury attorney83363www.rayneslaw.comSee an example
best car accident lawyer73349begin.fightingforyou.comSee an example


Average price per click: $214.4


  • unicef charity
  • unicef donation
  • raices donate
  • donate to raices
  • cry donation

This group includes keywords with UNICEF charity organization. It helps children, mainly by funding healthcare in severe and emergency cases.

The help and charity funding sphere often involve fraud. So due to this Google may restrict SEO of some unknown funds. It is better to perform social media promotion and organize charity offline promo campaigns offline.

KeywordsImpressions$Top websiteScreenshot
unicef charity70138www.unicefusa.orgSee an example
unicef donation45129www.unicefusa.orgSee an example
raices donate43112help.rescue.orgSee an example
donate to raices3393help.rescue.orgSee an example
cry donation89182www.cry.orgSee an example

Higher education

Average price per click: $72.6


  • international higher education
  • salesforce heda
  • online course  chronicles
  • higher courses low cost
  • wiley higher courses low cost

This group includes both commercial and informational key phrases on the most expensive higher educational services. The informational ones are represented by general keywords on higher education. The high cost of these keywords set by Google Ads proves the increased attention to the quality of educational services and indirect intention to regulate the sphere letting in trustworthy players only who have enough resources for promotion.

This group also includes the keyword that mentions Wiley – an international organization that published scholarly editions – and Salesforce – a company that produces a similarly-named e-Commerce CRM-platform.

KeywordsImpressions$Top websiteScreenshot
international higher education891150www.thegreatestworks.comSee an example
salesforce heda84378info.targetx.comSee an example
online course  chronicles66150succeed.berkeleycollege.eduSee an example
higher courses low cost7748succeed.berkeleycollege.eduSee an example
wiley higher courses low cost6737www.efficientlearning.comSee an example


Average price per click: $933.8


  • google hosting
  • hosting google
  • google cloud hosting
  • buy domain google
  • google domain names

The hosting sphere became the most expensive because all its keywords include the Google name. Data storage involves high responsibility and requirements for anti-hacking protection. Also, the high price for keywords with the Google name has been set beforehand so that new players who use gray SEO methods would not advertise their service under the giant name.

KeywordsImpressions$Top websiteScreenshot
google an example
hosting an example
google cloud an example
buy domain an example
google domain an example

Debt collection

Average price per click: $68.4


  • workers compensation attorney
  • ncci states
  • government salaries california
  • pra debt collection
  • international compensation

The keyword group on compensation includes phrases with the name of the National Council on Compensation Insurance – an organization that controls all social security data of US citizens.

The search results include informational resources about compensations and the law regulating the earned income and insured amounts.

KeywordsImpressions$Top websiteScreenshot
workers compensation attorney1887start.fightingforyou.comSee an example
ncci states buy17875noSee an example
government salaries california6763www.amga.orgSee an example
pra debt collection5460www.portfoliorecovery.comSee an example
international compensation4659www.globalization-partners.comSee an example

Organizing and holding conferences

Average price per click: $32.8


  • modern language association conference
  • it financial management association
  • healthcare financial management association
  • conference organization
  • financial management association

The cheapest group is holding conferences and forums. This is related to the event business peculiarities that require high service quality and long-standing reputation from the players.

Due to this, some new companies prefer search advertising SEO and just invest bypassing the requirement to have a long-standing reputation and weight. So Google restricts such an approach towards SEO and the companies have to co-operate with the target audience more actively and gain in the experience of holding events.

KeywordsImpressions$Top websiteScreenshot
modern language association conference48950www.mla.orgSee an example
it financial management association33549www.planview.comSee an example
healthcare financial management association29823www.siemens-healthineers.comSee an example
conference organization28222www.discoverphl.comSee an example
financial management association23120www.infor.comSee an example


Average price per click: $87.2


  • fx foreign exchange
  • forex foreign
  • brokers with bonus
  • best forex brokers
  • bloomberg forex

Every day new companies that wish retrying the Forex experiment appear in the sphere of security fund trading. So may prefer promoting using a conventional method such as fee-based advertising even if it is rather expensive.

Here the price can be affected by competition and many ill-repute shadow exchanges that are blocked by Google.

KeywordImpressions$Top websiteScreenshot
fx foreign exchange98199business.westernunion.comSee an example
forex foreign8975www.fortrader.comSee an example
brokers with bonus8961www.tastyworks.comSee an example
best forex brokers8952www.fxtm.infoSee an example
bloomberg forex12850www.mikebloomberg.comSee an example


Average price per click: $365.4


  • kaspersky total security 2019
  • adobe after effects
  • nitro pdf
  • adobe photoshop free
  • photoshop free trial

The software topic includes keywords with popular products only – Kaspersky Antivirus, Adobe products, etc. They do not need advertising but competitors who wish to promote their products may strive for taking advantage of the market leaders’ fame. Potentially this determines the high price of the keywords in this group.

KeywordsImpressions$Top websiteScreenshot
kaspersky total security 2019126546usa.kaspersky.comSee an example
adobe after effects43374www.adobe.comSee an example
nitro pdf38333www.gonitro.comSee an example
adobe photoshop free36315www.adobe.comSee an example
photoshop free trial32258www.adobe.comSee an example

Data recovery

Average price per click: $105ю4


  • raid 5 data recovery
  • raid 5 recovery
  • vmdk recovery
  • nas data recovery
  • vhd recovery

This group includes specialized informational technical keywords on data storages and working with them. The search results include field-specific informational resources.

The main competition occurs between informational websites that are promoted by field-oriented keywords. There are many websites that provide expensive service but not many keywords. Due to this high cost of search advertising is potentially determined by high competition in this sphere.

KeywordsImpressions$Top websiteScreenshot
raid 5 data recovery31119www.securedatarecovery.comSee an example
raid 5 recovery26109www.securedatarecovery.comSee an example
vmdk recovery133100go.altaro.comSee an example
nas data recovery65100www.werecoverdata.comSee an example
vhd recovery53100www.altaro.comSee an example

Money transfers

Average price per click: $103.4


  • transfer cash from paypal to debit card
  • paypal transfer to debit card
  • paypal instant transfer to debit card
  • paypal send to friends and family
  • transfer paypal credit to bank

This topic includes informational keywords for Paypal money transfers. It is the main service of online global payments.

The search results include information resources with manuals and useful information. As they can not provide new information, they use commercial promotion. So potentially Google controls the quality of search results setting a high price for commercial SEO using keywords that contain names of popular services.

KeywordsImpressions$Top websiteScreenshot
transfer cash from paypal to debit card43143www.skrill.comSee an example
paypal transfer to debit card71143www.paypal.comSee an example
paypal instant transfer to debit card64141www.paypal.comSee an example
paypal send to friends and family6248www.paypal.comSee an example
transfer paypal credit to bank6242www.paypal.comSee an example

Gas and energization

Average price per click: $35


  • hudson gas & electric low cost
  • peco gas and electric low cost
  • business energy providers
  • best business electricity rates
  • national grid gas low cost

This group includes key phrases with the names of well-known energy corporations so as general informational keywords. The latter is used for searching statistical field-specific portals.

KeywordsImpressions$Top websiteScreenshot
hudson gas & electric low cost8340www.clearviewenergy.comSee an example
peco gas and electric low cost4136www.clearviewenergy.comSee an example
business energy providers4035www.energybot.comSee an example
best business electricity rates3635www.energybot.comSee an example
national grid gas low cost3629www.clearviewenergy.comSee an example

Expensive workshops and courses

Average price per click: $76.6


  • nfl training camp
  • online college courses
  • ace personal trainer
  • online college degrees
  • online teaching degree

The workshops and courses group is represented by some expensive educational services sphere and higher education.

Educational courses or workshops serve as one of the popular recurring revenue sources. The knowledge quality can be tested by feedbacks or passing the course yourself after paying for it only. Potentially by increasing the cost of search advertising for this topic Google makes SEO more difficult. So the user has to find other ways of advertising workshops and courses.

KeywordsImpressions$Top websiteScreenshot
nfl training camp58149www.nflgamepass.comSee an example
online college courses5572www.phoenix.eduSee an example
ace personal trainer4859www.acefitness.orgSee an example
online college degrees4755www.onlineschoolscout.comSee an example
online teaching an example


Average price per click: $68.8


  • sports rehab center near me
  • healthsouth rehabilitation hospital near me
  • rancho los amigos rehabilitation center
  • glen helen rehab center
  • physical therapy rehabilitation centers inpatient near me

This group is represented by keywords that include the names of residential facilities that provide expensive rehabilitation services.

Another sphere that is easy to enter but impossible to control the quality of the provided services beforehand. So search advertising is also price-limited.

KeywordsImpressions$Top websiteScreenshot
sports rehab center near me26080www.passagesmalibu.comSee an example
healthsouth rehabilitation hospital near me88071www.sprainbrookmanor.comSee an example
rancho los amigos rehabilitation center39070www.akuamindbody.comSee an example
glen helen rehab center32070a.whitesandstreatment.comSee an example
physical therapy rehabilitation centers inpatient near me48055www.jagonept.comSee an example

Healthcare services

Average price per click: $52.6


  • ctca
  • alcohol rehab
  • vagus nerve stimulation
  • hypoglycemia treatment
  • Halo-Gravity Traction

The group is represented by keywords with the names of healthcare centers and information keywords for treating rare and severe diseases. This can be rather expensive. The search results include informational websites and websites of specialized healthcare facilities.

KeywordsImpressions$Top websiteScreenshot
ctca440092www.cancercenter.comSee an example
alcohol rehab990046www.ascendantny.comSee an example
vagus nerve stimulation2220045www.indiegogo.comSee an example
hypoglycemia treatment540040Prescription treatment websiteSee an example
Halo-Gravity Traction290040www.drpaulkang.comSee an example

Umbilical cord blood

Average price per click: $70.4


  • viacord cord blood banking
  • stem cell cord blood banking cost
  • cord use blood bank
  • cord bank registry
  • viacord blood banking

The group of keywords used for searching information on Cord Blood Bank and stem cell banking services that are very expensive.

KeywordsImpressions$Top websiteScreenshot
viacord cord blood banking40120www.viacord.comSee an example
stem cell cord blood banking cost1065www.viacord.comSee an example
cord use blood bank1061www.viacord.comSee an example
cord bank registry2054www.cordblood.comSee an example
viacord blood banking5053www.viacord.comSee an example


If considering the average ad click price, hosting is the most expensive topic (price per click – $933). The cheapest keyword group among the most expensive ones is “conference organization” (average price per click – $32).

Most groups with expensive keywords belong to the financial sphere, IT market and healthcare services; competition in such spheres is rather high even offline and it is difficult to enter them in terms of the start budget. Also it is difficult to gain reputation there.

Some keyword groups include phrases with the company name. E.g., phrases including “Geico” – the well-known company – are used in the insurance sphere. This means that Google potentially makes it difficult to make SEO by keywords. This indirectly limits unfair promotion under wraps of popular brands.

This gives reason on orienting on the customized approach with the target customer. Instead of fee-based search advertising that can be rather expensive it is more efficient to promote the brand and focus on the work with the audience. Thus, pre-paid advertising as the traditional promotional strategy without gaining reputation, website usability and product quality development loses its efficiency gradually. Due to this a competitively sound market of goods and services is formed. It is intended for satisfying all consumer needs but not the business need in sales and production increase.