Market report · Overland Park, Kansas
Overland Park market report
Overland Park pays the most in the metro per click, and for its priciest search, not one law firm holds the first page.
Most marketing advice runs on borrowed numbers: a national average, an agency rule of thumb, a cost per click someone read about once. Overland Park isn’t average, and the numbers in this report are its own.
We measured Overland Park the same way we measured its neighbors: searches for 48 kinds of business, what a click costs, who holds the first page of Google, and how the top local businesses look on Maps and on a phone. Everything was read on the same day, November 7, 2026.
Read it as a guide to where your next dollar and your next hour will go furthest. Each section takes one question in turn: what people here search for, what it costs to be seen when they do, who else holds the page, and how the businesses already on it hold up. Section six puts the answers together as three moves, in the order we’d make them.
Overland Park at a glance
Overland Park is the metro’s second-biggest market, and its most expensive. It’s home to 203,677 people, up 3.3% since 2020, and searches that name the city add up to about 11,500 a month across those 48 trades, behind only Kansas City. A personal injury click with the city’s name in it costs about $254, the highest price we found for any trade in any of the six cities.
Ranking costs far less than buying. Google’s first page for “plumber overland park” scores 19 out of 100 on Semrush’s difficulty scale, while the same search in Kansas City scores 63. The plumbers and HVAC contractors at the top of Google Maps here carry more reviews than in any other city we measured, and most of their websites are slow on a phone. The rest of this report takes those findings one at a time.
What people here search for
Dermatologist leads: more people type it next to the city’s name than any other trade we checked. Health care and home repair split the rest of the top six, and orthodontist searches run higher here than in Kansas City, 720 a month against 480.
Treat every one of these counts as a floor. They only include searches that type “Overland Park”, and plenty of people don’t. Across the US, “plumber near me” alone draws 550,000 searches a month, so a trade with a modest count here can still have real local demand.
Marketing help follows the same pattern. “SEO overland park” draws 140 searches a month, and the same search with Kansas City’s name draws 1,000. Most of the metro’s searches for marketing help name Kansas City.
Searches a month that name Overland Park, top six trades
- Dermatologist: 1,000 searches a month.
- Pest control: 720 searches a month.
- Dentist: 720 searches a month.
- Garage door repair: 720 searches a month.
- Orthodontist: 720 searches a month.
- Plumber: 480 searches a month.
What a click costs here
Clicks in Overland Park cost more than the same clicks in Kansas City. A plumber click searched from inside the city costs about $47, against about $36 from inside Kansas City.
The suburb auctions are thinner and more contested: fewer searches, with businesses still competing for each one. Garage door repair shows it too. With the city’s name in the search, a garage door click costs about $53 in Overland Park and $42 in Kansas City, and a personal injury click about $254 against $90.
So in Overland Park, every click you earn by ranking is one you’d otherwise buy at a premium.
What a plumber click costs, searched from inside each city
- Kansas City: $36 for a plumber click.
- Overland Park: $47 for a plumber click.
- Olathe: $52 for a plumber click.
- Lee’s Summit: $56 for a plumber click.
- Independence: $52 for a plumber click.
- Blue Springs: $39 for a plumber click.
Who shows up when people search
Depending on the trade, your competition on Google’s first page is either other businesses or the directories that list them. Here the priciest trade belongs to the directories: when people in Overland Park search for a personal injury lawyer, directories hold all seven results, and no firm’s own site appears. Med spas are in the same spot, with Yelp and Fresha taking all eight.
Where directories hold the page, your directory profile is part of your marketing. It’s often the first version of your business a customer sees, so it deserves the same care as your website.
| Trade | Local businesses | Most of the rest |
|---|---|---|
| Plumber | 4 of 7 | directories |
| Pest control | 4 of 8 | directories and national chains |
| Dentist | 4 of 8 | directories and reference sites |
| HVAC | 2 of 8 | reference sites |
| Personal injury lawyer | 0 of 7 | directories |
| Med spa | 0 of 8 | directories |
Source: Semrush location metrics, organic results, November 7, 2026. Sorted by hand.
How local businesses hold up
On Google Maps, the businesses at the top of most Overland Park trades are well established. The top 20 plumbers have a median of about 700 reviews and the top 20 HVAC contractors about 1,000, the highest of the six cities for both trades. Landscaping is the most open field here: 4 of the top 20 have fewer than 25 reviews.
Their websites are weaker than their reviews. We loaded the site behind each of those listings on a phone, five trades in all. 56 of the 89 that loaded took more than 4 seconds to show their main content, and 25 took more than 10. Twelve of 89 had no tap-to-call link, in trades where customers mostly call.
It isn’t only an Overland Park problem. More than half the sites run over 4 seconds in every one of the six cities, which makes a fast site stand out in any of them.
- Kansas City: 44 of 74
- Overland Park: 56 of 89
- Olathe: 57 of 90
- Lee’s Summit: 53 of 83
- Independence: 44 of 79
- Blue Springs: 43 of 70
Our phone check, Nov 7, 2026. Read in bands.
What we’d do first here
Put together, the numbers point to three moves, in the order we’d make them.
Rank before you bid. With the city’s name in the search, foundation repair has a difficulty of 4, landscaping 6, and garage door repair and electrician 8 each. Buying those same clicks costs about $32, $6, $53 and $24.
In law and med spas, get the directory profile right first. Directories hold every top result for both searches here, so the profile is the page a customer sees. Make it complete and current, with photos and recent reviews, before you pay about $254 for a personal injury click.
Compete on the website, where the field is weaker. The top Maps listings here carry hundreds of reviews, but 56 of the 89 sites behind them took more than 4 seconds to show their main content on a phone. A site that loads fast stands out against that field.
A client from the Kansas City area
De-Mar & Associates is a family-run industrial-products distributor in the Kansas City area. They came to us to fix one thing, their email, and the rebuilt email engine helped drive several of the best sales months in the company’s history.
“They also helped refine our appeals to our customer base. … Thanks to Wabbit, we are engaging with our customers like never before and seeing an increase in requests for our services.”
How this report was built
Every figure in this report was read on November 7, 2026. Search counts and click costs come from Semrush’s US database, and searches from inside each city are Semrush’s own model. The Maps figures come from the first 20 non-sponsored listings for each search, a sample drawn around the city.
A few limits are worth knowing. City-named counts miss “near me” searches, so they’re a floor. Modeled volumes are best compared city to city. Census figures run a year or more behind, and our phone check loaded each site once, so read it in bands.
Wabbit wrote this report. We’re based in Blue Springs, and we refresh the figures every quarter.
- Semrush keyword data
- Semrush location metrics
- U.S. Census QuickFacts
- Google Maps listings
- Our own phone check
Questions
- Q.01
How often is this report updated?
Every quarter. The date at the top changes when we re-pull the figures, and each one is re-checked then.
- Q.02
Why are Overland Park clicks so expensive?
Suburb auctions are thinner and more contested: fewer searches, with businesses still competing for each one. A personal injury click with the city’s name in it runs about $254 here, against about $90 in Kansas City.
- Q.03
Why don’t the counts include “near me” searches?
A near-me search doesn’t name a city, so there’s no clean way to split it by town. Across the US, “plumber near me” draws 550,000 searches a month, which is why the city-named counts here are a floor.
What does this mean for you? That’s what the call is for.
Fifteen minutes about your business and where your customers search. We’ll tell you which of these moves fits, or whether you don’t need us yet.
Book the call