The average cost per click in United States varies widely by industry. Here's our 2026 benchmark table with low/high ranges per vertical, based on aggregated data from real Google Ads accounts.
| Industry | Low CPC | High CPC | Midpoint |
|---|---|---|---|
| Legal Services | $6.50 | $18.00 | $12.25 |
| Insurance | $9.00 | $25.00 | $17.00 |
| Finance & Loans | $5.00 | $18.00 | $11.50 |
| SaaS & Software | $2.50 | $9.00 | $5.75 |
| Healthcare | $2.80 | $7.50 | $5.15 |
| B2B Services | $3.50 | $10.00 | $6.75 |
| Ecommerce | $0.90 | $3.00 | $1.95 |
| Real Estate | $1.30 | $4.50 | $2.90 |
| Education | $1.80 | $5.50 | $3.65 |
| Travel & Tourism | $1.00 | $3.20 | $2.10 |
| Home Services | $4.00 | $12.00 | $8.00 |
| Automotive | $1.60 | $4.80 | $3.20 |
The US is the most competitive Google Ads market globally. CPCs are 2-4x higher than most European and LatAm markets for the same verticals.
These ranges are market averages, not fixed targets. Your actual CPC in United States 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 States, you can run a free AI audit.