Google Ads benchmarks for Brazil: cost per click in 103 industries
To build these Google Ads benchmarks, we pulled Google Keyword Planner data for 392 buyer-intent searches across 103 industries in Brazil. Each industry's value is the bid to show at the top of the page on the Search Network, for searches made in Brazil in Portuguese. Values are in Brazilian reais (BRL). For how a click price turns into a monthly budget, see how much Google Ads costs in 2026.
R$4.96median click across 103 industries
R$38.80most expensive: drain cleaning
R$0.84cheapest: footwear
R$10.41most expensive group: finance and business
Google Ads benchmarks by industry group
Median of the top-of-page bid midpoint within each group. Hover to see how many industries are in each group.
Every industry, from most to least expensive
Each bar runs from the low to the high top-of-page bid, weighted by search volume. The dot marks the midpoint, which is the value used for the ranking. Hover or tap to see the searches behind each industry.
Google hides part of the health data
For 27 of the 56 health searches, Keyword Planner showed no volume and no bid. Outside health, that happened in 5 of 376 searches. Psychiatry had no data in all four searches, and "psychologist", "dental implant" and "liposuction" came back empty too. That is why dermatology, psychiatry, physical therapy, plastic surgery and speech therapy are not in the ranking.
Health48%
Other industries1%
Health advertisers plan their budgets with less information from Google than other industries, and the real cost only shows up once the campaign runs.
Full table
| Industry | Group | Low bid | High bid | Midpoint | Searches/mo |
|---|---|---|---|---|---|
| Drain cleaning | Home services | R$10.50 | R$67.11 | R$38.80 | 95,580 |
| Business phone and internet | Technology and B2B | R$6.68 | R$36.55 | R$21.61 | 7,200 |
| Criminal defense law | Legal | R$6.53 | R$34.02 | R$20.27 | 32,580 |
| Pest control | Home services | R$6.67 | R$29.84 | R$18.25 | 97,500 |
| Debt recovery | Finance and business | R$3.88 | R$28.75 | R$16.32 | 3,650 |
| Car insurance | Finance and business | R$7.72 | R$23.31 | R$15.52 | 30,500 |
| Alarms and CCTV | Home services | R$0.40 | R$25.76 | R$13.08 | 339,800 |
| Digital marketing | Technology and B2B | R$4.33 | R$21.06 | R$12.69 | 8,400 |
| Business loans | Finance and business | R$3.97 | R$21.05 | R$12.51 | 29,200 |
| ERP and business software | Technology and B2B | R$2.91 | R$21.98 | R$12.44 | 29,880 |
| Translation services | Travel and personal services | R$5.17 | R$19.01 | R$12.09 | 20,400 |
| Website design | Technology and B2B | R$4.01 | R$19.89 | R$11.95 | 8,970 |
| Funeral homes and plans | Travel and personal services | R$2.66 | R$20.06 | R$11.36 | 36,400 |
| Software development | Technology and B2B | R$4.09 | R$18.17 | R$11.13 | 10,390 |
| Health insurance | Finance and business | R$3.37 | R$18.39 | R$10.88 | 25,700 |
| Plumbers | Home services | R$4.13 | R$17.27 | R$10.70 | 55,670 |
| Accounting | Finance and business | R$3.56 | R$17.26 | R$10.41 | 22,950 |
| Real estate law | Legal | R$4.29 | R$16.35 | R$10.32 | 6,940 |
| Language schools | Education | R$4.18 | R$16.23 | R$10.20 | 45,600 |
| Colleges and graduate programs | Education | R$3.66 | R$15.07 | R$9.36 | 94,180 |
| IT support | Technology and B2B | R$2.44 | R$13.24 | R$7.84 | 7,260 |
| Consumer law | Legal | R$3.62 | R$11.84 | R$7.73 | 4,930 |
| Financial advisory | Finance and business | R$2.58 | R$12.68 | R$7.63 | 13,630 |
| Recruitment | Technology and B2B | R$1.82 | R$13.11 | R$7.46 | 25,000 |
| Digital certificates | Technology and B2B | R$2.85 | R$11.61 | R$7.23 | 120,500 |
| Psychology | Health | R$3.81 | R$10.54 | R$7.18 | 23,800 |
| Hair transplant | Beauty and wellness | R$2.66 | R$11.65 | R$7.15 | 56,600 |
| Air conditioning | Home services | R$2.80 | R$11.05 | R$6.92 | 83,300 |
| Construction companies | Real estate and construction | R$2.43 | R$11.39 | R$6.91 | 71,710 |
| Family law | Legal | R$2.72 | R$10.85 | R$6.79 | 10,910 |
| Appliance repair | Home services | R$2.58 | R$10.61 | R$6.59 | 69,200 |
| Insurance | Finance and business | R$2.46 | R$10.59 | R$6.53 | 89,000 |
| Addiction rehab | Health | R$3.35 | R$9.61 | R$6.48 | 28,210 |
| Cleaning services | Home services | R$2.28 | R$10.64 | R$6.46 | 36,700 |
| Employment law | Legal | R$3.48 | R$9.20 | R$6.34 | 135,850 |
| Dentists | Health | R$2.41 | R$9.65 | R$6.03 | 336,500 |
| Moving companies | Home services | R$2.39 | R$9.65 | R$6.02 | 38,420 |
| Towing | Automotive | R$2.88 | R$9.11 | R$6.00 | 276,500 |
| Currency exchange and remittances | Finance and business | R$1.58 | R$10.08 | R$5.83 | 51,900 |
| Land surveying | Real estate and construction | R$2.17 | R$9.43 | R$5.80 | 72,420 |
| Electricians | Home services | R$2.48 | R$8.93 | R$5.70 | 102,900 |
| Civil service exam prep | Education | R$1.28 | R$10.08 | R$5.68 | 13,600 |
| Private schools | Education | R$1.97 | R$9.24 | R$5.61 | 61,000 |
| Logistics and freight | Technology and B2B | R$2.39 | R$8.83 | R$5.61 | 112,560 |
| Interior design | Real estate and construction | R$1.87 | R$9.32 | R$5.59 | 116,380 |
| Auto body and paint | Automotive | R$2.08 | R$8.89 | R$5.49 | 144,700 |
| Solar energy | Real estate and construction | R$2.05 | R$8.70 | R$5.37 | 113,260 |
| Orthodontics | Health | R$2.30 | R$8.25 | R$5.27 | 50,400 |
| Engineering and inspections | Real estate and construction | R$2.16 | R$8.31 | R$5.24 | 68,300 |
| Custom furniture | Home services | R$1.84 | R$8.48 | R$5.16 | 222,100 |
| Veterinary clinics | Health | R$2.08 | R$8.14 | R$5.11 | 212,600 |
| Elderly care | Travel and personal services | R$1.98 | R$7.95 | R$4.96 | 91,100 |
| Probate | Legal | R$1.30 | R$8.61 | R$4.95 | 10,390 |
| Architecture | Real estate and construction | R$1.95 | R$7.82 | R$4.89 | 105,210 |
| Nutritionists | Health | R$2.09 | R$7.61 | R$4.85 | 105,300 |
| Pooled purchase plans (consórcio) | Finance and business | R$2.11 | R$7.00 | R$4.55 | 40,000 |
| Home renovation | Real estate and construction | R$1.77 | R$6.66 | R$4.21 | 5,500 |
| Ophthalmology | Health | R$1.81 | R$6.36 | R$4.09 | 228,100 |
| Gyms | Beauty and wellness | R$1.40 | R$6.53 | R$3.97 | 1,605,500 |
| Aesthetic clinics | Health | R$1.61 | R$6.28 | R$3.95 | 162,200 |
| Occupational safety | Technology and B2B | R$1.54 | R$6.24 | R$3.89 | 42,060 |
| Gardening and landscaping | Home services | R$1.54 | R$5.90 | R$3.72 | 36,590 |
| Auto electrical repair | Automotive | R$1.23 | R$6.12 | R$3.68 | 255,100 |
| Locksmiths | Home services | R$1.23 | R$5.67 | R$3.45 | 514,890 |
| Compounding pharmacies | Retail and e-commerce | R$1.29 | R$5.61 | R$3.45 | 216,000 |
| Online courses | Education | R$1.40 | R$5.38 | R$3.39 | 63,100 |
| Catering and events | Food and events | R$1.54 | R$5.21 | R$3.38 | 45,700 |
| Photography | Food and events | R$1.30 | R$5.42 | R$3.36 | 49,370 |
| Hotels and inns | Travel and personal services | R$1.09 | R$5.45 | R$3.27 | 2,741,500 |
| Printing services | Technology and B2B | R$1.21 | R$5.19 | R$3.20 | 519,480 |
| Car detailing | Automotive | R$1.08 | R$5.28 | R$3.18 | 34,500 |
| Corporate gifts | Technology and B2B | R$1.42 | R$4.87 | R$3.15 | 94,500 |
| Vehicle paperwork services | Travel and personal services | R$0.88 | R$5.36 | R$3.12 | 167,690 |
| Car dealers | Automotive | R$1.17 | R$5.01 | R$3.09 | 353,600 |
| Glass and glazing | Home services | R$1.25 | R$4.91 | R$3.08 | 170,300 |
| Auto repair shops | Automotive | R$1.13 | R$4.76 | R$2.95 | 309,400 |
| Vocational courses | Education | R$1.12 | R$4.72 | R$2.92 | 130,000 |
| Medical labs | Health | R$1.14 | R$4.58 | R$2.86 | 96,380 |
| Pet shops | Retail and e-commerce | R$0.83 | R$4.81 | R$2.82 | 440,500 |
| Opticians | Retail and e-commerce | R$1.17 | R$4.13 | R$2.65 | 464,500 |
| Social security law | Legal | R$0.89 | R$4.24 | R$2.57 | 24,810 |
| Barbershops | Beauty and wellness | R$1.12 | R$3.97 | R$2.55 | 924,000 |
| Car rental | Automotive | R$0.93 | R$4.09 | R$2.51 | 410,800 |
| Massage and spa | Beauty and wellness | R$0.98 | R$3.87 | R$2.42 | 398,600 |
| Beauty salons | Beauty and wellness | R$0.90 | R$3.83 | R$2.37 | 497,900 |
| Party decoration | Food and events | R$1.03 | R$3.69 | R$2.36 | 65,800 |
| Automatic gates | Home services | R$0.70 | R$3.75 | R$2.22 | 54,800 |
| Music and dance schools | Travel and personal services | R$0.86 | R$3.46 | R$2.16 | 54,900 |
| Real estate agencies | Real estate and construction | R$0.43 | R$3.63 | R$2.03 | 305,000 |
| Nail salons | Beauty and wellness | R$0.61 | R$3.34 | R$1.97 | 402,200 |
| Building materials | Retail and e-commerce | R$0.48 | R$3.44 | R$1.96 | 860,000 |
| Beverages and wine shops | Food and events | R$0.58 | R$3.29 | R$1.94 | 405,300 |
| Florists | Retail and e-commerce | R$0.75 | R$2.93 | R$1.84 | 809,600 |
| Driving schools | Automotive | R$0.71 | R$2.79 | R$1.75 | 175,300 |
| Fashion | Retail and e-commerce | R$0.55 | R$2.90 | R$1.72 | 421,300 |
| Travel agencies | Travel and personal services | R$0.55 | R$2.80 | R$1.68 | 9,516,500 |
| Bakeries and cake shops | Food and events | R$0.58 | R$2.64 | R$1.61 | 267,200 |
| Swimming pools | Real estate and construction | R$0.44 | R$2.64 | R$1.54 | 71,980 |
| Restaurants and delivery | Food and events | R$0.65 | R$2.25 | R$1.45 | 10,202,100 |
| Furniture | Retail and e-commerce | R$0.38 | R$2.46 | R$1.42 | 825,000 |
| Jewelry and accessories | Retail and e-commerce | R$0.40 | R$2.08 | R$1.24 | 548,700 |
| Electronics | Retail and e-commerce | R$0.36 | R$1.97 | R$1.17 | 2,371,000 |
| Footwear | Retail and e-commerce | R$0.25 | R$1.43 | R$0.84 | 844,000 |
How we ran the study
- Source: Google Ads Keyword Planner (historical metrics), pulled on October 13, 2026 through the official API, with location Brazil, language Portuguese and the Search Network.
- Searches: 4 per industry, all with buyer intent (people looking to hire or buy), with no city and no brand. Variants that Google returns with identical numbers count once.
- Industry value: average of the low and high top-of-page bids, weighted by each search's monthly volume. The ranking uses the midpoint of that range.
- Cutoff: industries with fewer than 2 searches with data are left out of the ranking.
- Limits: the top-of-page bid is Google's estimate to show at the top of the page, not the cost per click each advertiser pays. Real clicks vary with city, time of day, competition and the quality of the ad and the landing page. Google rounds the volumes itself.
How to cite
Ciclicko Digital, "Google Ads Benchmarks for Brazil: CPC by Industry", October 2026. Data from Google Keyword Planner. https://ciclicko.com.br/en/google-ads-benchmarks-brazil/You are welcome to use these numbers with credit and a link to this page.
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