CPL Benchmarks by Home Service Trade.
Pick your trade. See real cost-per-lead ranges across Meta, Google Search, and LSA — plus implied cost per booked job. Data pulled from 200+ home service ad accounts.
Pick Your Trade
Meta Ads CPL
$15–$35
Typical range for roofing campaigns on Facebook + Instagram
Google Search CPL
$40–$95
Search keywords — high-intent but higher CPL than Meta
Google LSA (Guaranteed)
$35–$85
Pay-per-lead model with Google-vetted trust badge
Typical Close Rate
8%–12%
Lead → booked job. Speed-to-lead and follow-up quality swing this 20-30%.
Avg Job Value
$8,000–$18,000
Range across typical job types in roofing.
Implied Unit Economics (midpoint of ranges)
Cost per booked job
$250
Revenue per booked job
$13,000
Gross before overhead
$12,750
Roofing Notes
Storm-driven seasonality. Heavy creative lift. Best ROAS in hail-prone states (TX, FL, OK, CO). LSA is competitive for emergency leaks but limited reach.
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Benchmark Questions.
Where do these CPL benchmarks come from?
12 months of aggregated data across 200+ home service ad accounts we manage, plus industry benchmark reports from Meta, Google, and WordStream. Ranges represent the 25th-to-75th percentile of typical results — top performers can beat these, under-performers can miss them.
Why is my actual CPL different from the benchmark?
Three main variables: (1) market competitiveness — major metros are 30-60% higher CPL than small markets; (2) creative quality — strong UGC video can cut CPL in half vs. weak creative; (3) offer strength — a compelling irresistible offer lowers CPL dramatically.
How do I know if my CPL is good?
CPL alone isn't the metric — cost per booked job is. A $25 lead closing at 8% ($313/job) is worse than a $50 lead closing at 20% ($250/job). Use the implied economics panel on this tool to see the real unit economics for your trade.
Can I achieve lower CPL than the range shown?
Yes, especially in uncompetitive secondary markets with strong creative and a sharp offer. The bottom of each range represents what top 10% performers typically see; the top represents median. If you're hitting the top of the range, there's room to improve.
Why does Meta CPL beat LSA CPL?
Meta interrupts the feed (low intent → lower CPL) while LSA captures active search (high intent → higher CPL). Higher intent typically means higher close rate too — so cost per booked job often ends up comparable. Channel choice depends on whether you want volume (Meta) or pre-qualified urgency (LSA).
Next Steps
Plug Into the ROI Calculator
Use these benchmarks in the ROI calculator to model your full funnel.
Full Cost Breakdown Guide
Why CPL varies, how to read your own numbers, and what "good" looks like.
Industry-Specific Playbooks
Deep-dive pages for each trade with creative, offers, and seasonal plays.