Are people searching less for your product this autumn, or are Finns just searching Google less overall? It depends on the industry. Once the general decline is taken into account, four categories fall clearly behind the rest.
How we compared
We looked at 81 commercial search terms in 14 categories in Google search data for Finland. We compared July–September 2026 with the average for the same months in 2023–2025. The combined decline across all terms, −21%, is the market each category is measured against.
Four categories fell behind
Most categories fell roughly in line with the market. Housing, renovation, B2B services and beauty services fell clearly more. The big drop came only in the last two years.
Big decisions are on hold
- Housing. Searches for estate agents and mortgages halved. Interest rates have risen, and agents closed 12.8% fewer deals in September.
- Renovation. Kitchen renovation searches fell 48%, even though the household tax credit was raised. Lack of money is the biggest barrier to renovating.
- B2B. Recruitment searches fell 52%. Unemployment has risen to 10.4%, and there were fewer job vacancies in July–September than at any time since 2017.
- Beauty. All six beauty searches fell. People are not giving up the services, but they visit less often.
Smaller treats for the home
Electronics and furniture were searched slightly more than before. TV searches rose 28% and games console searches 26% as the GTA VI release approaches. When a big purchase is postponed, something smaller can still make life at home better.
Lower search volume does not mean you should stop marketing. Every search is now worth more.
What this means for you
- Your industry is behind the market? Compare your traffic with the market, not with last year. Stay visible in the searches people still make.
- In line with the market? The decline is general. Track your share of searches and your cost per result.
- Ahead of the market? Set aside budget for Black Friday and Christmas early.
Also check whether your brand shows up when your customers ask AI. Some searches don’t disappear, they move somewhere else.
In brief
Commercial searches, Jul–Sep 2026 vs. 2023–2025
Searches for recruitment and homes for sale
TV searches in the same period
How is your category doing?
Get in touch and we’ll look together at how searches in your industry are developing compared with the market.
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Sources
- Google Ads Keyword Planner and Aktio: search volumes, Finland, Finnish language, July–September 2023–2026. Genero analysis.
- Tilastokeskus: Vanhojen osakeasuntojen hinnat, syyskuu 2026 (in Finnish)
- Yle: Asuntokauppa ei vedä vieläkään, vaikka talous kasvaa jo (in Finnish)
- Stark Suomi / STT Info: remonttibudjettikysely 2026 (in Finnish)
- Tilastokeskus: Työvoimatutkimus, syyskuu 2026 (in Finnish)
- MTV Uutiset: Avoimet työpaikat heinä–syyskuussa (in Finnish)
- Pelaaja.fi: GTA VI:n esittely toi konsoleille myyntipiikin (in Finnish)