Read from Google's Keyword Planner for the UK on 31 October 2026, the high end of the top-of-page bid range ran from £0.68 for "running shoes" to £74.20 for "payroll services", across 62 common commercial searches in 13 industries. The median across all 62 was £11.72.
- £74.20The high top-of-page bid for "payroll services", the highest of the 62 searches read. Link
- £11.72The median high top-of-page bid across all 62 searches. Link
What these figures areGoogle's top-of-page bid range for each search, in GBP, for Google Search in the United Kingdom. The low figure is Google's approximation of the 20th percentile, and the high figure of the 80th, of what advertisers have historically bid to appear at the top of the results (Google's definition).
They are estimates of bids, not the cost per click any advertiser was billed. Average monthly searches are as Keyword Planner reports them, rounded by Google.
UK Google Ads costs by industry, 2026
The median of each industry's searches, highest first. The searches behind every row are listed below.
Every search, with its bid range
Business and IT services
Business and IT services: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| payroll services | 1,000 | £13.33 | £74.20 | Medium |
| managed it services | 1,600 | £12.84 | £38.52 | Medium |
| it support | 8,100 | £7.46 | £35.44 | Medium |
| cyber security services | 590 | £7.09 | £19.95 | Medium |
| web design | 12,100 | £3.46 | £11.10 | Medium |
Marketing services
Marketing services: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| ppc agency | 1,600 | £20.12 | £40.43 | Medium |
| google ads agency | 880 | £14.83 | £31.81 | Medium |
| seo agency | 4,400 | £6.14 | £21.70 | Medium |
| social media agency | 1,600 | £4.89 | £17.04 | Medium |
| digital marketing agency | 4,400 | £4.53 | £16.08 | Medium |
Home services and trades
Home services and trades: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| emergency plumber | 12,100 | £3.86 | £26.33 | Medium |
| boiler installation | 4,400 | £7.20 | £19.45 | Medium |
| locksmith | 33,100 | £5.46 | £18.18 | Medium |
| roofers near me | 33,100 | £2.98 | £12.63 | High |
| boiler repair | 5,400 | £3.66 | £11.86 | Medium |
| electrician near me | 74,000 | £1.34 | £7.45 | High |
Insurance
Insurance: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| business insurance | 18,100 | £14.98 | £50.46 | High |
| life insurance | 27,100 | £18.22 | £36.30 | Medium |
| pet insurance | 74,000 | £5.17 | £15.18 | High |
| home insurance | 74,000 | £5.81 | £12.60 | High |
| car insurance | 550,000 | £3.17 | £6.39 | High |
Legal services
Legal services: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| personal injury solicitor | 2,400 | £17.02 | £49.06 | Medium |
| divorce solicitor | 2,400 | £5.95 | £40.26 | High |
| conveyancing solicitor | 9,900 | £7.59 | £16.14 | Medium |
| employment solicitor | 1,600 | £3.40 | £13.96 | Medium |
| will writing service | 6,600 | £3.46 | £9.84 | High |
| solicitors | 60,500 | £2.53 | £8.65 | Low |
Finance and mortgages
Finance and mortgages: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| business loans | 27,100 | £9.35 | £45.65 | High |
| debt help | 6,600 | £12.49 | £43.04 | High |
| mortgage broker | 14,800 | £5.77 | £15.02 | Medium |
| equity release | 14,800 | £3.03 | £14.03 | High |
| remortgage | 12,100 | £2.80 | £12.64 | High |
Accountancy
Accountancy: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| small business accountant | 1,900 | £6.01 | £36.48 | High |
| accountants | 33,100 | £4.25 | £14.48 | Low |
| accountant near me | 12,100 | £3.76 | £13.57 | Medium |
| bookkeeping services | 1,300 | £2.88 | £11.57 | Medium |
| tax return accountant | 720 | £1.97 | £9.78 | High |
Private healthcare
Private healthcare: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| laser eye surgery | 22,200 | £3.48 | £8.88 | High |
| hair transplant | 22,200 | £2.99 | £8.79 | Medium |
| dental implants | 22,200 | £1.55 | £7.42 | Medium |
| physiotherapy near me | 60,500 | £0.96 | £4.34 | Medium |
| private gp | no figure | no figure | no figure | no figure |
| private mri scan | no figure | no figure | no figure | no figure |
Property
Property: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| sell my house fast | 880 | £9.70 | £34.00 | Medium |
| property management company | 2,900 | £1.78 | £8.87 | Low |
| estate agents | 60,500 | £1.06 | £5.66 | Low |
| house valuation | 22,200 | £0.80 | £5.42 | High |
| letting agents | 9,900 | £0.92 | £4.77 | Medium |
Education and training
Education and training: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| mba uk | 390 | £2.15 | £7.85 | High |
| tutors near me | 3,600 | £1.97 | £6.18 | Medium |
| online courses | 12,100 | £1.01 | £5.55 | Medium |
| first aid course | 12,100 | £0.77 | £4.45 | High |
| driving lessons | 27,100 | £0.49 | £1.55 | Medium |
Recruitment
Recruitment: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| executive recruitment | 590 | £1.18 | £4.94 | Medium |
| recruitment agency | 18,100 | £0.58 | £3.17 | Medium |
| temp agency | 1,300 | £0.27 | £1.25 | Low |
Retail and ecommerce
Retail and ecommerce: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| mattress | 135,000 | £0.93 | £4.35 | High |
| engagement rings | 201,000 | £1.08 | £2.70 | High |
| running shoes | 74,000 | £0.20 | £0.68 | High |
Automotive
Automotive: UK top-of-page bid range for each search, 2026
| Search | Monthly searches | Low bid | High bid | Competition |
|---|
| mot near me | 110,000 | £1.37 | £4.67 | High |
| car servicing | 27,100 | £1.15 | £4.06 | Medium |
| electric car lease | 14,800 | £0.53 | £2.00 | High |
| car leasing | 74,000 | £0.52 | £1.69 | High |
| used cars | 110,000 | £0.21 | £0.80 | High |
Keyword Planner returned no figure for "private gp" and "private mri scan" on this read, so they are shown without one and left out of every median.
Turning a bid range into a budget
A bid range tells you what a click is likely to cost. It does not tell you whether the click pays. For that you need two of your own numbers: what an enquiry or sale is worth to you, and how many clicks it usually takes to win one.
As an illustration, not a measurement: if a search costs around £15 a click and one click in twenty becomes an enquiry, each enquiry costs about £300. If an enquiry is worth less than that to you, the search is unprofitable at the top of the page, however good the campaign. The cost per lead calculator runs this sum for your own figures, and the ROAS calculator does the same for online sales.