Arveno Growth
A low cost per lead can still lose money if the enquiries do not fit, the jobs have thin margins, or the team cannot follow up. A higher cost can be reasonable when customer value and close rate support it. Start with your own job economics; use external averages to ask better questions.
Published benchmarks with useful category matches
On smaller screens, swipe the table horizontally to see all four columns.
| Business category | Published search CPL (USD) | Data period/source | How to read it |
|---|---|---|---|
| Roofing, non-branded Search | $124 | Q1 2026; SearchLight | Spend-weighted Google Search average; 15 contractors, 145 campaigns |
| Plumbing, non-branded Search | $183 | Q1 2026; SearchLight | Google Search average; 524 contractors; excludes branded Search |
| Garage doors, blended | $145 | Jan–Apr 2026; SearchLight | Blended Google Ads average; 11 contractors, includes branded and PMax |
| Auto service & repair | $42.10 | 2026; LocaliQ/WordStream | Reported average; technically median, Google and Microsoft search |
| HVAC category midpoint | $128.38 | 2025; LocaliQ home services | Midpoint of AC and heating category averages, technically medians |
| Landscaping | $117.92 | 2025; LocaliQ home services | Reported average; technically median, Google and Microsoft search |
| General contractors | $165.67 | 2025; LocaliQ home services | Reported average; technically median, Google and Microsoft search |
| General junk removal | $58 | Jan 2024–Aug 2026; 99 Calls | Provider-reported average from service-level data across 29 clients |
| Tree service | $95 average; $85–$110 typical median range | Through July 2026; 99 Calls | Provider-managed Google Ads data; campaign count not disclosed |
| Beauty & Personal Care | $39.25 | 2026; LocaliQ search | Reported average, broad category—not med-spa-specific |
| Home & Home Improvement | $90.92 | 2026; LocaliQ search | Reported average, broad category—not deck/garage-specific |
LocaliQ’s 2025 home-services study used 3,211 US search-ad campaigns from April 2024 to March 2025, with at least 103 active campaigns per subcategory. Its methodology says the reported “averages” are technically medians, in USD, and combines Google Ads and Microsoft Ads. The 2026 cross-industry report also draws on both search platforms. LocaliQ’s 2026 automotive study used 1,983 US campaigns from April 2025 to June 2026, with at least 12 campaigns in each automotive subcategory. 99 Calls’ junk-removal breakdown used Google search-term data from 29 client companies; its tree-services report describes provider-managed Google campaigns but does not report the total count.
Sources and sample limits
- LocaliQ 2026 automotive search-ad benchmarks: Auto Service & Repair $42.10 reported average CPL (technically median); sample and reporting period described in the article.
- LocaliQ 2025 home-services benchmarks: HVAC, roofing, landscaping, general contracting, and category methodology.
- LocaliQ 2026 cross-industry benchmarks: Beauty & Personal Care search category; not specific to med spas.
- 99 Calls 2026 junk-removal report: service-level Google Ads search terms and 29 client companies.
- 99 Calls 2026 tree-service report: provider-managed campaign data; public campaign count not disclosed.
Why different trades have different economics
Auto repair often combines frequent lower-ticket work with repeat-customer potential. HVAC demand changes with weather and replacement season. Roofing and remodeling projects can involve higher estimates and longer comparisons. Tree and junk-removal work depend on urgency, disposal or equipment costs, and crew availability. Med-spa advertising must account for provider credentials, privacy, platform policies, consultations, and repeat treatment patterns.
What the benchmarks cannot tell you
These samples do not reveal whether a lead was answered, qualified, booked, profitable, or attributed to a particular contractor. A national search CPL does not model your ZIP codes, bid strategy, landing page, service mix, or budget. Do not compare paid-search CPL with Local Services Ads or social lead costs as if they were the same product.
Use your own economics to set a target
- Calculate gross profit from a typical completed first job using direct labor, materials, and other direct costs.
- Use your own close rate from qualified leads, not an industry guess.
- Set an allowable acquisition cost that leaves room for ad spend, agency fees, overhead, and profit.
- Track enquiries through booked and completed work, then replace category references with your own verified data.
Try the interactive paid-search scenario calculator with your own budget, average sold-job revenue, close rate, gross margin, and agency fee. Cost per lead is set by the selected industry; the other inputs let you explore your own business assumptions. Ask for a free growth audit if you want help applying the assumptions to your service area.