Direct Answer (Quick Summary)
Contractor leads typically cost between $20 and $400 each in 2026 depending on trade and channel. Shared marketplace leads run $20 to $150, Google Local Services Ads $35 to $250 per valid call, Google Search Ads $40 to $300 per lead, Meta ads $15 to $150, and SEO falls to $10 to $60 per lead at scale once rankings hold. Roofing and solar sit at the top of every range, plumbing and HVAC in the middle. The number that matters is cost per booked job, which should stay under roughly 10 percent of the average ticket.
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Cost per lead by trade and channel
Typical 2026 ranges for US home-service trades. Treat them as planning anchors; your market, season and offer will move them.
| Trade | Local Services Ads | Google Search Ads | Meta ads | Marketplace (shared) | SEO at scale |
|---|---|---|---|---|---|
| Roofing | $80 to $250 | $90 to $300 | $40 to $150 | $50 to $150 | $25 to $60 |
| HVAC | $50 to $150 | $60 to $200 | $25 to $120 | $30 to $100 | $15 to $50 |
| Plumbing | $35 to $100 | $40 to $150 | $20 to $90 | $20 to $80 | $10 to $40 |
| Electrical | $40 to $110 | $45 to $160 | $20 to $90 | $20 to $80 | $10 to $45 |
| Solar | $150 to $400 | $120 to $350 | $40 to $150 | $60 to $200 | $30 to $80 |
| Remodeling | $60 to $200 | $70 to $250 | $30 to $140 | $40 to $150 | $20 to $60 |
Why the ranges are so wide
Four variables explain most of the spread. Job value: a $25,000 solar system supports a far higher lead cost than a $300 drain call. Competition: metros with many advertisers push auction prices up. Lead definition: a form fill, a phone call and a set appointment are three different products at three different prices. Follow-up speed: the same Meta lead that converts at 15 percent with a two-minute text-back converts at 3 percent after a day, which triples the effective cost per job.
The only number that matters: cost per booked job
Divide what you spent by jobs actually booked and compare it to the average ticket. A rule most contractors accept is that acquisition should stay under about 10 percent of the ticket. Use the formula below when you qualify a contractor or report to one.
Cost per booked job
Cost per booked job = (media spend + management fee) ÷ jobs booked Example: $4,000 spend + $1,500 fee = $5,500. 11 roofs booked. $500 per roof on a $12,000 ticket = 4.2% of revenue.
Shared vs exclusive leads
Shared leads from marketplaces look cheap per lead and expensive per job. A $60 lead sold to four roofers with a 10 percent close rate costs $600 per job and trains homeowners to shop on price. An exclusive LSA call at $180 with a 35 percent close rate costs about $515 per job and arrives with the contractor's name already chosen. For established contractors the exclusive route almost always wins. For a brand-new business, a marketplace can be the only option for the first few months.
What agencies should charge
Three models are common. Retainer plus media: the contractor pays the ad platforms directly and the agency a fixed fee, typically $1,000 to $5,000 a month depending on channels. Flat all-in: one monthly price that includes a defined spend, simpler for small shops. Pay per lead: the agency sells leads at a set price and absorbs media risk; workable in plumbing and HVAC where volume is steady, risky in roofing where storms distort everything. Whatever the model, state the target cost per booked job in writing.
- Single-truck shop: $750 to $1,500 retainer, GBP, reviews and one paid channel
- Three to ten trucks: $1,500 to $3,500, LSAs plus search ads plus follow-up automation
- Multi-location: $3,500 to $8,000, full channel mix with call tracking and reporting
How to find contractors who are overpaying
Contractors stuck on marketplaces or running ads to a slow site are the easiest agency wins, because you can lower their cost per job without asking for new budget. Contractor Leads shows PPC and website scores and Meta ad status on every business, so you can filter a metro for active advertisers with weak sites and open with the number above. Your first 10 leads are free.
Frequently Asked Questions
What is a good cost per lead for a roofing company?
Roofing replacement leads commonly cost $80 to $250 through Local Services Ads or search ads and $40 to $150 on Meta. With an average replacement ticket above $10,000 and a close rate near one in four, a cost per lead under $300 is usually healthy.
Why are shared leads cheaper?
Marketplaces sell the same homeowner request to several contractors, so each pays less but competes on price and speed. Close rates are far lower than exclusive channels, which is why cost per booked job is often higher despite the cheaper lead.
How should an agency price lead generation for contractors?
Most agencies charge a management retainer plus the client's media spend, or a flat retainer that includes a defined channel mix. Pay-per-lead pricing is possible for trades with predictable volume but shifts risk to the agency. Anchor every model to the client's average ticket and close rate.
Does cost per lead vary by state?
Yes. Dense, high-income metros with many advertisers, such as parts of California, Texas, Florida and the Northeast, run higher. Rural and smaller markets are cheaper but lower volume. Contractor Leads' state pages give directional estimates by trade.
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Vaishali Kapoor
Founder, Contractor Leads
Vaishali leads product and growth at Contractor Leads, helping marketing agencies prospect, score, and close high-ticket home-service contractors.
