Google Ads in Germany for small business: cities and niches

Numbers by city across Germany: service demand, click prices, and competitors by niche. Start with the city where you work and open your niche.

City or region

City or regionPopulationNiche pages
North Rhine-Westphalia18,100,0000
Bavaria13,400,0005
Baden-Württemberg11,300,0000
Berlin3,700,5775
Hamburg1,869,4730
Munich1,505,0365
Cologne1,025,5230
Frankfurt760,6560
Düsseldorf619,4440
Nuremberg531,1590

Niches with the highest demand

NicheMonthly searches
Hair salons633,720
Massage therapy346,560
Nail salons234,080
Driving schools127,660
Real estate105,330

Google Ads / DataForSEO · September 25, 2026

How we calculate