If you’re a home service contractor running Google Ads, one of the hardest questions to answer going into 2026 is:
“How much should a lead actually cost?”
Most benchmarks online are outdated, overly generic, or based on national averages that don’t reflect real-world performance. Meanwhile, ad costs continue to fluctuate month to month due to seasonality, competition, and changing consumer demand.
That’s exactly why we put together this 2026 home service lead cost benchmark, using actual campaign data and updating it monthly throughout the year.
This page is designed to help contractors set realistic budgets, avoid overspending, and understand what’s normal for their industry as 2026 unfolds.
Why 2026 Lead Cost Benchmarks Matter More Than Ever
Lead costs in home services are not static. They change constantly based on:
Seasonality (winter vs. spring vs. peak summer)
Local competition in your market
The number of advertisers entering or exiting auctions
How well campaigns are optimized for calls and conversions
Relying on old benchmarks from previous years can lead to two expensive mistakes:
Underfunding campaigns, which limits lead volume and growth
Overpaying for leads, which destroys margins even when leads come in
Having current, industry-specific benchmarks allows contractors to plan smarter instead of guessing.
What This Lead Cost Data Represents
Before reviewing the 2026 lead cost benchmarks, it’s important to understand what this data does and does not represent.
This benchmark data is based on:
Real home service advertising campaigns
Leads generated via phone calls and form submissions
Individual industries are tracked separately
Performance data updated monthly throughout 2026
A “lead” in this context means a potential customer who actively contacted a business, not impressions, clicks, or traffic.
Because this data is updated monthly, it reflects how costs evolve as demand, competition, and ad behavior change during the year.
January 2026 Home Service Lead Costs by Industry
Air Duct Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$59
$70
$123
2026-02
$52
$93
$163
2026-03
$74
$88
$149
2026-04
$53
$77
$117
Appliance Repair
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$35
$37
$67
2026-02
$37
$49
$61
2026-03
$38
$48
$52
2026-04
$34
$46
$56
Bookkeeping
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$102
$111
$120
2026-02
$117
$117
$117
2026-03
$44
$44
$52
2026-04
$229
$286
$372
Cabinet Painting
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$282
$368
$454
2026-02
$207
$229
$251
2026-03
$137
$159
$181
2026-04
$137
$166
$196
Carpet Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$32
$47
$64
2026-02
$28
$48
$63
2026-03
$25
$43
$121
2026-04
$30
$44
$79
Chimney Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$52
$72
$230
2026-02
$56
$76
$160
2026-03
$44
$90
$233
2026-04
$43
$83
$168
Commercial Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$139
$222
$460
2026-02
$126
$215
$508
2026-03
$91
$198
$502
2026-04
$102
$197
$515
Electrical Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$100
$124
$150
2026-02
$114
$147
$288
2026-03
$101
$146
$155
2026-04
$118
$190
$228
Flooring Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$34
$34
$34
2026-02
$46
$58
$75
2026-03
$100
$167
$234
2026-04
$70
$122
$173
Gutter Cleaning Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
–
–
–
HVAC
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$159
$189
$219
2026-02
$239
$299
$389
2026-03
$273
$311
$497
2026-04
$160
$210
$306
Handyman
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$16
$30
$44
2026-02
$33
$50
$67
2026-03
$61
$71
$104
2026-04
–
–
–
Home Health Care
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$97
$121
$157
2026-02
$112
$151
$190
2026-03
$101
$126
$164
2026-04
–
–
–
House Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$57
$75
$82
2026-02
$54
$72
$138
2026-03
$36
$102
$164
2026-04
$33
$51
$68
Insulation
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$59
$68
$77
2026-02
$38
$47
$61
2026-03
$62
$78
$101
2026-04
$131
$263
$395
Insurance
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
–
–
–
Junk Removal
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$24
$36
$67
2026-02
$28
$46
$76
2026-03
$44
$55
$97
2026-04
$49
$62
$87
Landscaping
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$31
$64
$290
2026-02
$56
$66
$255
2026-03
$34
$64
$267
2026-04
$30
$56
$87
Masonry
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$70
$104
$220
2026-02
$114
$172
$338
2026-03
$61
$125
$302
2026-04
$57
$103
$215
Mobile Auto Detailing
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$23
$25
$27
2026-02
$16
$20
$39
2026-03
$15
$21
$27
2026-04
$21
$24
$28
Mobile Mechanic
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$9
$11
$13
2026-02
$11
$12
$12
2026-03
$9
$10
$11
2026-04
$13
$15
$18
Mold Removal
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$161
$168
$592
2026-02
$145
$199
$226
2026-03
$112
$158
$278
2026-04
$191
$244
$514
Painting
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$128
$193
$449
2026-02
$67
$185
$238
2026-03
$91
$168
$190
2026-04
$80
$157
$258
Paving
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$98
$118
$133
2026-02
$99
$154
$329
2026-03
$72
$97
$161
2026-04
$57
$84
$172
Pest Control
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$131
$164
$213
2026-02
$121
$151
$196
2026-03
$116
$145
$189
2026-04
$125
$156
$203
Plumbing
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$103
$176
$327
2026-02
$111
$212
$365
2026-03
$68
$130
$204
2026-04
$100
$136
$1036*
*Returning client targeted low-volume, high-end work such as repiping and sewer line replacement causing a skewed data point
Pool Service
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$82
$102
$133
2026-02
$79
$79
$79
2026-03
$49
$60
$71
2026-04
$57
$62
$68
Pressure Washing
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$75
$95
$132
2026-02
$72
$122
$132
2026-03
$60
$125
$638
2026-04
$67
$78
$159
Remodeling
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$107
$162
$367
2026-02
$123
$171
$248
2026-03
$118
$173
$446
2026-04
$104
$156
$252
Roofing
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$133
$276
$500
2026-02
$170
$289
$593
2026-03
$170
$318
$894
2026-04
$185
$283
$751
Siding
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
–
–
–
Staffing
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
–
–
–
Tree Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$92
$94
$225
2026-02
$79
$99
$101
2026-03
$69
$110
$162
2026-04
$89
$96
$129
Walk-In Tubs
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
$131
$164
$213
Water Damage Restoration
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$373
$645
$1426
2026-02
$353
$704
$1291
2026-03
$376
$738
$1658
2026-04
$343
$693
$1434
Water Filtration
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$134
$179
$262
2026-02
$120
$130
$185
2026-03
$102
$138
$139
2026-04
$135
$157
$295
Window Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
–
–
–
2026-02
–
–
–
2026-03
–
–
–
2026-04
–
–
–
Window Install & Replacement
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$294
$376
$435
2026-02
$217
$217
$217
2026-03
$148
$182
$216
2026-04
$171
$254
$262
Window Tinting
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2026-01
$126
$157
$204
2026-02
$166
$207
$269
2026-03
$101
$126
$164
2026-04
$128
$160
$208
How to Use These 2026 Benchmarks Correctly
These benchmarks are not meant to be guarantees. Actual lead costs will always vary based on:
Your location
Your competition
Your website and call handling
How efficiently campaigns are managed
Instead, think of these numbers as:
A planning reference for budgets
A reality check on expectations
A way to spot when your costs are unusually high or low
As the year progresses, this page will reflect how lead costs trend across industries, helping contractors adjust strategy instead of reacting too late.
