Search volume and cost per click are available from any tool. What is not available anywhere else is whether each of these searches still returns a list of links, or an answer written above them.
This list has been published here since 2024 as volume and cost per click, which is what every keyword tool returns. That was useful when the question was where to rank. It is only half an answer now, because on a large share of these searches Google writes its own response above the results and a meaningful number of people never scroll past it.
So from July 2026 the dataset records what the results page actually contains. Same keywords, same URL, two more columns.
| Keyword | Intent | Volume | CPC | KD | AI Overview | Local Pack | Results |
|---|
Of the 237 keywords, 166 returned an AI Overview and 76 returned a Local Pack. Only 11.4% returned both, and 9.3% returned neither. So on roughly nine in ten of the most valuable insurance searches in the country, something now sits between the query and the first organic link.
| Google's intent classification | Keywords | AI Overview | Local Pack | Median CPC |
|---|---|---|---|---|
| Transactional | 2 | 100.0% | 0.0% | $156.55 |
| Informational | 30 | 83.3% | 3.3% | $26.47 |
| Commercial | 179 | 67.6% | 37.4% | $82.35 |
| Navigational | 10 | 40.0% | 50.0% | $33.65 |
Intent labels are Google's own, from the DataForSEO Labs keyword_overview response, not ours.
By line, home insurance is the most intercepted and auto the least. Auto keywords returned an Overview 63.9% of the time against 80.0% for home and 76.5% for commercial. Auto is also the only line where the Local Pack is a serious presence, at 36.1%, which is what you would expect from a category people still buy locally.
The median click in this dataset costs $71.06. The most expensive costs $245.67. Every one of the twelve most expensive keywords carrying an Overview is a quote-intent search.
| Keyword | Volume | CPC |
|---|---|---|
| auto insurance quotes florida | 9,900 | $245.67 |
| car insurance quotes massachusetts | 1,900 | $214.45 |
| auto home insurance quotes | 12,100 | $211.64 |
| find car insurance quotes | 14,800 | $189.31 |
| auto insurance quotes texas | 8,100 | $180.10 |
| car insurance florida | 22,200 | $174.68 |
Highest cost-per-click keywords that returned an AI Overview. US national, July 2026.
Weighted by volume times cost per click, 80.9% of the value in this list now sits behind an AI Overview. The unweighted figure is 70%, so the answer layer is concentrated on the expensive end rather than spread evenly.
One result we did not expect: not a single keyword in 237 returned a paid result above the fold in this capture. In the most expensive vertical in search. We are treating that as a capture artifact until a second run confirms or contradicts it, and we would rather flag it than quietly drop it.
In the July auto study, 65% of the sources cited in insurance AI answers were not written by an insurer. Comparison sites supplied 25.6%, publishers 17.0%, forums including Reddit and YouTube 12.0%, state regulators 3.9%, and personal injury law firms 1.7%.
Across 1,135 citations on these 237 keywords, carriers supplied 35.2%, comparison sites 20.7%, publishers 13.5% and forums 9.1%. The single most-cited domain in the entire dataset is youtube.com, with 84 citations, ahead of NerdWallet at 70 and Allstate at 66.
Organic is a different picture again. 327 distinct domains appeared in the top ten across the set, and carriers held 45.8% of those positions. Allstate leads on position-weighted visibility, with Liberty Mutual at 87.2 and GEICO at 83.8 against it.
The gap between those two lists is the point of measuring both. Liberty Mutual is second organically and second in citations. YouTube does not rank at all and is cited more than anyone.
Selection — keywords are drawn from the DataForSEO category taxonomy for insurance, deduplicated by clustering near-identical variants, with brand and navigational terms reported separately. The full selection rules are published in the methodology.
Volume — 12-month mean of monthly searches rather than the headline figure. Verified July 2026: "auto insurance" ranged from 368,000 to 1,830,000 across twelve months against a headline of 673,000.
Cost per click — DataForSEO Labs average CPC, a national figure. The API also returns low and high top-of-page bids, which disagree with it; the field used is stated here so a reader can disagree on the record.
Features — captured from live SERP responses, not estimated. Google AI Overviews only. ChatGPT, Perplexity and Claude are separate surfaces and are not measured.
It depends almost entirely on intent rather than on topic. In a 1,064-capture auto study, comparison searches returned an Overview 96.9% of the time and near-me searches 0.9%. A single figure across a mixed keyword set hides that.
Yes. The Download CSV button exports whatever is currently filtered, with volume, CPC and both feature flags. No signup.
Monthly, on the same URL. The capture window is stamped on the page. Previous editions are not deleted, so month-over-month changes stay traceable.
Near-duplicates are now collapsed. The earlier list counted synonym variants as separate keywords, which inflated their apparent value. A cluster manifest records every merge.
We run the same capture on your query set, your states and your lines, and send you the composition table with your competitors on it.