- We analyzed 733 search terms around Bitcoin and crypto (October 2025 to September 2026). This leaves 516 distinct searches with around 70,400 searches per month.
- Taxes are the largest area: 23,026 searches per month. “krypto haltefrist” (crypto holding period) is growing by 850% to 3,253 searches. Searches for exchanges and apps are 65% below the previous year.
- For 18 of 20 investor questions, Google shows an AI Overview. Handelsblatt is cited five times as a source, Finanzfluss and Bison four times each.
- Trade Republic, Bitpanda and Coinbase are not cited as a source in any AI Overview, not even for “Bitcoin bei Trade Republic oder Bitpanda”.
Anyone who wants to buy Bitcoin searches Google for exchanges, apps, wallets and above all for answers to tax questions. We analyzed how large the demand is per area, what a click costs, when in the year people search and which websites Google cites as sources in its AI Overviews on Bitcoin.
How we analyzed the searches
The basis is 733 search terms from the Google Ads Keyword Planner, for Germany, October 2025 to September 2026. Searches are monthly averages over these twelve months; the tailwind compares them with the twelve months before. Bids are the upper Google Ads bid estimates for the top of the page.
Important for the figures: for search terms with “Bitcoin” in the singular, such as “bitcoin kaufen” or “bitcoin kurs”, the Keyword Planner provides no values. The analysis is therefore based on terms with “Krypto”, “Kryptowährung” and “Bitcoins”. Identical spellings with identical numbers count once, leaving 516 distinct searches.
Around 70,400 searches per month, most on taxes and wallets
| Area | Searches per month | Share | Top bid (median) | Tailwind |
|---|---|---|---|---|
| Taxes | 23.026 | 33 % | 4,31 € | −40 % |
| Wallets | 21.382 | 30 % | 4,28 € | −49 % |
| Buying and selling | 10.288 | 15 % | 8,03 € | −58 % |
| Exchanges and apps | 9.346 | 13 % | 7,16 € | −65 % |
| Price and forecast | 487 | 1 % | 2,48 € | −22 % |
| Savings plan | 315 | 0 % | 3,60 € | −65 % |
- Taxes23,026
- Wallets21,382
- Buying and selling10,288
- Exchanges and apps9,346
- Price and forecast487
- Savings plan315
Source: Google Ads Keyword Planner, Germany, October 2025 to September 2026, identical spellings counted once
All areas are below the previous year. Searches for exchanges, apps and savings plans are declining the most.
Tax questions are growing against the trend
With 23,026 searches per month, taxes are the largest area. “krypto steuer” has 6,383 searches, “bitcoins steuer” 2,975. Individual tax topics are growing strongly:
| Search term | Searches per month | Tailwind |
|---|---|---|
| krypto haltefrist | 3.253 | +850 % |
| haltefrist krypto | 1.074 | +142 % |
| krypto besteuerung | 434 | +146 % |
| kryptosteuer | 414 | +88 % |
At €23.27, “kryptosteuer” has the highest top bid of all searches with at least 100 searches per month.
What you can do: Answer holding period, tax-free threshold and tax certificate on your own pages. In the AI Overviews on tax questions, Google currently cites steuern.de and the Baden-Württemberg Ministry of Finance.
Wallets: many searches for hardware
Wallets account for 21,382 searches per month. People mainly search for hardware wallets: “ledger nano x” has 2,925 searches, “hardware wallet” 2,475, “ledger nano s” 1,508. “cold wallet vergleich” reaches a €12.43 top bid with 227 searches.
What you can do: Explain how customers store their Bitcoins with you or in their own wallet. For “hardware wallet sinnvoll”, the AI Overview cites Trezor as the only provider.
Buying and exchanges: fewer searches, higher bids
Searches for buying and exchanges have the highest bids:
| Search term | Searches per month | Top bid | Tailwind |
|---|---|---|---|
| crypto kaufen | 482 | 17,41 € | −66 % |
| krypto mit paypal kaufen | 132 | 16,57 € | −57 % |
| krypto kaufen | 1.218 | 13,52 € | −65 % |
| kryptobörse | 457 | 11,01 € | −68 % |
| krypto börse | 928 | 10,42 € | −59 % |
| beste kryptobörse | 945 | 9,51 € | −73 % |
- crypto kaufen€17.41
- krypto mit paypal kaufen€16.57
- krypto kaufen€13.52
- kryptobörse€11.01
- krypto börse€10.42
- beste kryptobörse€9.51
Source: Google Ads Keyword Planner, upper bid estimate for the top of the page
“jetzt bitcoins kaufen” (buy bitcoins now), by contrast, is growing by 77% to 1,612 searches per month.
What you can do: Calculate bids with the value of an opened and funded account, not with the cost per click. We set up server-side tracking for account openings and first purchases.
Demand fluctuates strongly
This is how demand develops over the year (index 100 = monthly average):
Source: Google Ads Keyword Planner, October 2025 to September 2026
In November 2025, demand is 49% above average, in October 2025 30% and in July 2026 20%. In June 2026, it is 38% below.
What you can do: Keep budget available that you can raise quickly in strong months, and lower it in weak ones.
AI Overviews cite media, Bison and Sparkasse
We searched Google for 20 typical investor questions, for example “wo kann man bitcoin kaufen” (where can you buy bitcoin), “welche krypto börse ist die beste” (which crypto exchange is the best) or “wie werden bitcoin gewinne versteuert” (how are bitcoin gains taxed) (query on October 26, 2026). For 18 of 20, an AI Overview appears above the search results.
The AI Overviews cite a source 46 times:
- Media and guides: Handelsblatt five times, Finanzfluss four times, Wirtschaftswoche three times, Finanzwissen twice.
- Providers: Bison four times, Sparkasse three times, Relai twice, plus Trezor, Ledger, Tangem, BTC Direct, Raisin and the Volksbanken once each.
- Taxes: steuern.de and the Baden-Württemberg Ministry of Finance twice each.
Trade Republic, Bitpanda and Coinbase are not cited as a source in any AI Overview. For the question “bitcoin bei trade republic oder bitpanda”, Google cites Finanzwissen and Handelsblatt.
Only 14 of the 46 citations come from websites that also appear among the top five regular search results.
What you can do: Answer the questions that Google currently answers with Bison, Relai and Sparkasse on your own pages: fees, security, storage and taxes.
How we build online marketing for Bitcoin providers
- Separate campaigns per area. Buying and exchange, savings plan, wallets and taxes get their own campaigns, their own budget and their own goals.
- Account openings with value. We store the value of an account opening and a first purchase as a goal in the account.
- Questions asked of AI systems. We determine which questions your customers ask AI systems and which providers currently appear in the answers.
- Answer pages for taxes and security. For every question your customers have, we write content that AI answers use as a source.
We exclude these searches
- Casino and sports betting
- Names of well-known scams such as “Bitcoin Era” or “Bitcoin Code”
- Login, customer service and hotline
Conclusion: tax questions and AI Overviews are the gap
Demand for exchanges and apps is 65% below the previous year, while tax questions are growing. In the AI Overviews on Bitcoin, Google mainly cites media, Bison and Sparkasse, but none of the big exchanges such as Trade Republic, Bitpanda or Coinbase.
