Google Ads CPC in United Kingdom (2026)
What a click costs in United Kingdom changes completely from one industry to the next. This table shows indicative Google estimates, not our own measurement: for each industry, the bid Google estimates is needed to show at the top for that industry's keywords, as searched in United Kingdom and in the language spoken there. Data from September 2026. Figures are in euros so one country can be compared with another without currency conversion in between.
| Industry | From | Up to | Midpoint | Keywords |
|---|---|---|---|---|
| Legal Services | €4.79 | €28.23 | €16.51 | 431 |
| Insurance | €3.41 | €7.73 | €5.57 | 682 |
| Finance & Loans | €1.67 | €5.56 | €3.62 | 957 |
| SaaS & Software | €4.67 | €28.11 | €16.39 | 693 |
| Healthcare | €1.42 | €5.10 | €3.26 | 177 |
| B2B Services | €2.11 | €8.06 | €5.09 | 249 |
| Ecommerce | €0.23 | €0.93 | €0.58 | 582 |
| Real Estate | €0.29 | €1.61 | €0.95 | 598 |
| Education | €2.30 | €9.01 | €5.65 | 447 |
| Travel & Tourism | €0.46 | €1.53 | €1.00 | 1,271 |
| Home Services | €2.04 | €9.20 | €5.62 | 501 |
| Automotive | €0.11 | €0.93 | €0.52 | 1,778 |
Indicative Google estimates of the bid to show at the top of the page, in euros. Data from September 2026, requested in the country's own language. It is not what your account will end up paying: that depends on your Quality Score.
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By Google's estimates, showing at the top in the United Kingdom costs 108% more than the average of the 29 countries. The industry with the highest estimated bid here is legal services, from €4.79 to €28.23 a click; the lowest is automotive, from €0.11 to €0.93. Based on 8,366 keywords searched in English.
How to use these estimates
These ranges are indicative market estimates, not fixed targets. Your actual CPC in United Kingdom depends on your Quality Score, the competition on your specific keywords, device, and time of day.
If your CPC is above the high range, you likely have Quality Score or account structure issues. If it's below the low range, check your click volume, you might be under-bidding.
For a specific diagnosis of your account in United Kingdom, you can run a free AI audit.