In PPC, a click is not always a small thing. For many advertisers it’s cheap. For others, a single click can cost more than dinner—and sometimes a lot more. Those pricier clicks live in a handful of industries where a single conversion can bring huge revenue. When that’s true, bidders get aggressive. They’re willing to pay up because the payoff justifies the price. So, what are the most expensive keywords in Google Ads?
Why some keywords are so expensive
Three forces push keyword prices into the stratosphere. First, high customer lifetime value — a single client can bring thousands or millions of dollars. Second, conversion readiness — searches that signal someone is ready to act are far more valuable than casual queries. Third, fierce competition — big firms and national brands bid hard for the limited top ad spots, which drives prices up. Want to win in these markets? You stop chasing cheap clicks and start optimizing relevance, landing pages, and Quality Score to squeeze better ROI.
10 categories that command expensive CPCs
1. Legal and attorney services
Law keywords are the undisputed heavyweight champ. Personal injury, catastrophic-accident terms, and other high-stakes legal queries often reach hundreds of dollars per click. Why? A single settled case can be worth a fortune, so paying a steep acquisition cost makes sense. Localized phrases like “truck accident attorney Dallas” show clear buying intent and are particularly expensive.
2. Insurance
Insurance is a massive industry with long-term revenue built into every policy. Search terms like “auto insurance quotes” or “life insurance plans” often trade in the tens of dollars per click because insurers can afford aggressive bids. They’re buying not just a customer but years of premiums.
3. Loans and mortgages
Financial keywords tied to credit, loans, and mortgages are another high-cost cluster. People searching “refinance mortgage rates” or “best personal loans” are usually decision-ready, so advertisers pay more to reach them at that precise moment.
4. Business services
B2B phrases for high-ticket services—think enterprise SaaS, consulting, and logistics—can be pricey. Contracts from these clients often translate to recurring revenue and sizable contracts, so bidding aggressively on terms like “CRM software for small business” is routine.
5. Mesothelioma and asbestos claims
A subcategory of legal, but worth calling out. Mesothelioma-related keywords historically sit among the most expensive in search. The potential settlement sizes make these leads extremely valuable, and law firms don’t shy away from paying a premium.
6. Debt and credit repair
Searches such as “credit card debt relief” or “repair bad credit score” signal urgency and a high likelihood to convert. Companies offering consolidation or long-term repayment programs can recoup acquisition costs quickly, so CPCs here climb accordingly.
7. Education and degree programs
Higher-education terms—especially for online degrees and specialized certifications—draw high bids because tuition is high and student lifetime value is meaningful. Advertisers for online MBAs, nursing programs, and trade schools treat these as worthwhile investments.
8. Home and home improvement
Local, urgent services like emergency plumbing or water damage restoration bring immediate intent. While local averages may be lower, certain high-value services—new roof installs or major remediation—can push CPCs into the dozens and sometimes higher.
9. Bail bonds
This is an urgency-heavy niche. Someone searching “24 hour bail bondsman” is acting under pressure and likely to convert immediately. That immediacy makes advertisers comfortable paying a premium for those clicks.
10. Financial planning and wealth management
Advisors targeting high-net-worth individuals bid hard on terms like “best retirement planner” or “fiduciary financial advisor.” Managing a single affluent client’s portfolio can create substantial recurring fees, so these keywords command top dollar.
How advertisers respond (smart moves, not just higher bids)
If you’re competing in these spaces, the goal isn’t only to outbid everyone. It’s to improve ad relevance and Quality Score so you pay less for the same placement. Make landing pages hyper-specific. Match ad copy tightly to search intent. Reduce friction in forms and calls-to-action. Tiny gains in relevance can shave meaningful amounts off your effective CPC.
Final Thoughts
Expensive keywords are expensive for a reason: they sit at the end of a very valuable customer journey. If you can convert them, the math usually works. But if you can’t, those glittering clicks will burn through your budget fast. So ask yourself: are you prepared to buy premium intent and deliver on it?
Have a different take or an expensive keyword you’ve battled over? Leave a comment and tell us about your experience. Follow us on Facebook, X (Twitter), or LinkedIn to get more practical paid-search insights and outreach playbooks.
Before you leave, learn how AI increases video ad performance. And don’t forget to check the value of content marketing for enterprises.
Sources:
- www.wordstream.com/blog/google-ads-cost
- www.lunio.ai/blog/most-expensive-keywords
- www.clickpatrol.com/most-expensive-google-keywords-in-2025-cpc-stats/
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