There are companies that pay to ensure that the word we type into Google generates their ads at the top of the search results.
WordStream has compiled the top 10,000 keywords into categories by weighting the number of keywords within each category and the estimated monthly search volume and average cost per ...
Insurance
Costs per ...
Loans
Cost per ...
Mortgage
Cost per ...
Attorney
Cost per ...
Credit
Cost per click: $36.06
This category includes "home equity line of credit".