DENT However, the cost per click of advertising for each of the three categories considerably vary across these states. For example, Arizona is the most expensive state with an average CPC of $4.98 in the Dental category. While the average CPC for California, which is the most expensive state in the Phar- maceutical category, is only $2.29 — i.e. about less than half the cost advertiser in Arizona pay for dental-related keywords. The average CPC for the Hospital Network/Healthcare is even cheaper. With an average CPC of $1.61, Texas tops the list as the most expensive state for the given category. And when you compare the price with those of the other two categories, it couldn’t be cheaper.