What is a good cost per lead for home services?
Paid Ads — answered straight, by an operator who builds these systems rather than an agency selling them.
The only meaningful benchmark is your own economics: acceptable cost per lead equals job profit times close rate, minus your target margin. A $60 lead is expensive for a $200 service call and cheap for a $30,000 remodel.
The longer version
Industry-average figures circulate widely and are mostly noise — they blend trades, markets, and channels that have nothing to do with each other. Cost per lead in emergency restoration and in lawn care are not comparable numbers.
Track the metric one step further down: cost per booked job, not cost per lead. A channel producing $40 leads that close at 10% is worse than one producing $90 leads that close at 50%, and only the downstream number reveals it.
More on paid ads
Other questions
Let's build something real.
Want this done for your business instead of explained? Email bannisterderik@gmail.com or call/text 530-736-7085 — you get a straight answer from me, not a sales sequence.
Tell me what you need.
Name and a phone number is enough. You get me — not a form that disappears into an agency inbox.
A 250+ page site for your business. $500 if you check out now.
Every service you offer and every town you serve gets its own page — built on your logo, your colors, your license number. Schema, sitemap, and llms.txt so search engines and AI assistants both read you correctly. Delivered in 7 business days. You own all of it, source code included.