The Friday File: In 2011, “mesothelioma” was the most costly keyword to bid on in Google Ads, at a cost per click of $42.51. Of late, “law” keywords (like car accident lawyer, malpractice lawyer) are even more expensive at $54.86/click, but that now places them just fourth. In third, “casino” at $55.48, in second, “bail bonds” at $58.48 and topping the list, “business services” (like data storage and network security).