It’s no surprise that legal services have some of the highest CPCs on the search network. Both “Lawyer” and “Attorney” make the top 10 most expensive keywords on Google and on Bing. Average CPCs in the legal industry are $5.88 – 40% more costly than the next most expensive industry, employment services ($4.20 CPC).

Advocacy and nonprofit groups have a cost per click just under $2, likely as a result of the $2 max CPC bid Google Grant advertisers have to set on all of their keywords.

Whereas most industries have pretty inexpensive CPCs on the Google Display Network, the Employment Services industry is a notable exception – paying $1.66 per click on GDN. No doubt, some of their troubles stem from their abysmal CTRs on Display (0.14% CTR) which hurts their display network quality score, making them pay considerably more per click.

The average cost per click in AdWords across all industries is $2.32 for search and $0.58 for display.