How to read these numbers
Cost per lead is the only column that matters for budgeting — clicks are an ingredient, not an outcome. Two patterns worth noticing: emergency trades (plumbing, HVAC, electrical) convert at roughly double the rate of consideration trades (roofing, windows), which is why their leads cost half as much despite similar click prices. And branded searches are drastically cheaper than non-branded — SearchLight's 2026 data shows $34 branded versus $149 non-branded CPLs, which is why building a recognizable local brand steadily lowers your blended acquisition cost.
| Trade | Avg CPC | Conversion rate | Cost per lead |
|---|---|---|---|
| Roofing & gutters | $10.70 | 3.70% | $228 |
| Doors & windows | $8.76 | 4.41% | $200 |
| Plumbing | $10.49 | 7.63% | $129 |
| Heating & furnaces | $9.30 | 7.48% | $129 |
| AC install & repair | $9.68 | 6.56% | $128 |
| Electricians | $12.18 | 9.08% | $94 |
| All home services | $7.85 | 7.33% | $91 |
The 3x management spread
Across every study, the gap between top-quartile and bottom-quartile accounts in the same trade is about 3x on cost per lead. The levers are consistent: campaign structure that separates high-value services, weekly negative-keyword pruning, landing pages built to convert, call tracking that counts booked jobs rather than raw calls, and honest attribution. Platform-reported conversions grade the platform's own homework — independent verification is what keeps budgets honest. That verification layer is the core of how Booked Friday manages every account.
Frequently asked questions
What is a good cost per lead for home services?
It depends on the trade: 2025–2026 medians run from $94 (electrical) to $228 (roofing) on Google Search Ads, with Local Services Ads roughly half those figures. A “good” CPL is one below your trade's median with leads that actually book.
Why are roofing leads so much more expensive than plumbing leads?
Intent timing. Plumbing and HVAC searches are emergencies that convert at 7–8%, while roofing and window searches are researched purchases converting near 4% — so each roofing lead absorbs more clicks. Higher job values justify the difference.
Do these benchmarks apply in Canada?
Directionally yes. Published Canadian data is thin, but major-metro clicks for terms like “plumber Toronto” run roughly CA$8–$20 (MarketingFlow, 2026), with the same trade-by-trade patterns. The management levers are identical.
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