→ Advertiser brand keyword cpcs decline 9% year over year on Google. After brand keyword CPCs jumped nearly 20% year over year on average in Q1 2025, Google advertisers have been able to rein in their click costs with brand CPC growth decelerating each of the last four quarters. Against the strong Q1 2025 comp, brand CPCs fell 9% year over year in Q1 2026. CPC trends for non-brand text ads have been steadier over the past year, with some oscillation in the low single-digits. across multiple segments, text ad click growth and spending is firmly in positive territory due to significant increases in impressions. For its part, Google has stated that its Al Mode and Overviews have driven query growth, including for commercial queries. Google US Ad Click-Through Rate vs. Q1 2024 Excluding Google Search Partners - Median Advertiser source: anonymized Tinuiti advertiser data, 2026