Cost per lead at a glance
| Trade | Google LSA | Google Ads | Angi | Lead sellers (exclusive/storm) | Thumbtack |
|---|---|---|---|---|---|
| Roofing | $25–$2003 sources | $44–$2563 sources | $45–$1202 sources | $30–$4004 sources | $45–$3002 sources |
| Restoration (water/fire/mold) | $82–$4463 sources | $165–$1,4474 sources | $15–$851 source | no data yet | no data yet |
| General construction & remodeling | $27–$1442 sources | $1661 source | $40–$1422 sources | no data yet | $50–$1501 source |
Each cell spans the lowest and highest figure across the cited sources for that trade and channel (averages, medians and reported ranges mixed). See the full table below for each source.
What stands out
- Restoration pays the most. Water damage Google Ads leads have a 2026 median of $637 (99 Calls Google Ads benchmarks (Jan–Sep 2026, checked 2026-10-19)).
- Google LSA sits around $100–$130 for all three trades: roofing $128.64, water damage $115.57, remodeling $108.32 (99 Calls, Oct 2026).
- Shared marketplaces look cheaper per lead (Angi, Thumbtack), but each lead goes to several pros.
- Across all home services, LocaliQ's median search CPL is $228.15 for roofing & gutters and $165.67 for general construction (LocaliQ 2025 Home Services Benchmarks (Apr 2024–Mar 2025, checked 2026-10-19)).
Every figure and its source
| Trade | Channel | Metric | Figure | Period | Source |
|---|---|---|---|---|---|
| Roofing | Google LSA | Average CPL (roofing contractor) | $128.64 avg / $114.57 median (typical $84.79–$141.81) | Oct 2026 | ↗ 99 Calls LSA Cost Estimatorchecked 2026-10-19 |
| Roofing | Google LSA | Cost per unique roofing lead | $91 | Jun 2026 | ↗ Roofing Data (Substack)checked 2026-10-19 |
| Roofing | Google LSA | CPL ranges by market size (off-peak to storm season) | $25–$45 small market off-peak; $55–$85 major metro off-peak; $100–$200+ major metro storm season | 2026 | ↗ RankLocallchecked 2026-10-19 |
| Roofing | Google Ads | Non-branded search CPL (15 roofers, $310k spend) | $124 avg; median $125; p25 $80; p75 $256 | Q1 2026 | ↗ SearchLight Digitalchecked 2026-10-19 |
| Roofing | Google Ads | Branded search CPL / Performance Max CPL | $44 branded; $64 PMax (3 accounts) | Q1 2026 | ↗ SearchLight Digitalchecked 2026-10-19 |
| Roofing | Google Ads | Roofing & Gutters median search CPL (3,211 campaigns, all home services) | $228.15 | Apr 2024–Mar 2025 | ↗ LocaliQ 2025 Home Services Benchmarkschecked 2026-10-19 |
| Roofing | Angi | Reported roofing lead cost (Angi publishes no rate card) | $50–$120+ per lead, ~ $300/yr membership | 2025–2026 | ↗ LeadTrufflechecked 2026-10-19 |
| Roofing | Angi | Reported shared marketplace roofing lead cost | $45–$110 per lead | 2026 | ↗ Service Hero Marketingchecked 2026-10-19 |
| Roofing | Lead sellers (exclusive/storm) | Cost per storm lead / appointment | no data yet | — | — |
| Restoration | Google LSA | Water damage restoration, avg per charged lead (8 campaigns) | $115.57 avg / $98.50 median (p10–p90 $81.78–$278.87) | Oct 2026 (last 3 mo) | ↗ 99 Calls LSA Cost Estimatorchecked 2026-10-19 |
| Restoration | Google LSA | Disaster restoration contractor, avg per charged lead (5 campaigns) | $320.90 avg / $355.03 median (p10–p90 $125.89–$445.85) | Oct 2026 | ↗ 99 Calls LSA Cost Estimatorchecked 2026-10-19 |
| Restoration | Google LSA | Water damage, p10 / median / p90 (9 campaigns) | $87 / $99 / $278 | Jun–Sep 2026 | ↗ AdGenius LSA benchmarkchecked 2026-10-19 |
| Restoration | Google Ads | Water damage restoration search CPL (21–29 advertisers) | $637 median 2026; p10 ~$271, p90 ~$1,346; Sep 2026 median $498 | Jan–Sep 2026 | ↗ 99 Calls Google Ads benchmarkschecked 2026-10-19 |
| Restoration | Angi | Reported Angi/HomeAdvisor water damage lead cost | $15–$85 | 2026 | ↗ HomeProCallschecked 2026-10-19 |
| Restoration | Lead sellers (exclusive/storm) | Cost per lead / appointment | no data yet | — | — |
| Construction | Google LSA | Remodeling contractor, avg per charged lead (5 campaigns) | $108.32 avg / $102.56 median (p10–p90 $73.30–$127.49) | Oct 2026 (last 12 mo) | ↗ 99 Calls LSA Cost Estimatorchecked 2026-10-19 |
| Construction | Google LSA | General contractor, avg per charged lead (3 campaigns, small sample) | $135.25 avg / $56.37 median (p10–p90 $27.01–$144.42) | Oct 2026 | ↗ 99 Calls LSA Cost Estimatorchecked 2026-10-19 |
| Construction | Google Ads | Construction & Contractors (General) median search CPL | $165.67 | Apr 2024–Mar 2025 | ↗ LocaliQ 2025 Home Services Benchmarkschecked 2026-10-19 |
| Construction | Angi | General contracting / remodeling reported lead cost | $40–$100+ per lead, ~ $300/yr membership | 2026 | ↗ ProLicensedchecked 2026-10-19 |
| Construction | Angi | Remodeling Angi/HomeAdvisor lead cost (client-reported) | $87–$142 | Sep 2026 | ↗ Eclipse Marketingchecked 2026-10-19 |
| Construction | Lead sellers (exclusive/storm) | Cost per lead / appointment | no data yet | — | — |
| Roofing | Thumbtack | Median lead price, roof installation/replacement (25 leads) and roof repair (50 leads) | $300 install/replace; $71.73 repair (medians) | Mar–Sep 2026 | ↗ Tack Tools Prochecked 2026-10-20 |
| Roofing | Thumbtack | Reported roofing lead price range, major metros | $45–$120 per contact | 2026 | ↗ The Booking Flowchecked 2026-10-20 |
| Construction | Thumbtack | Reported general contractor / remodeling lead price range | $50–$150 per contact | 2026 | ↗ The Booking Flowchecked 2026-10-20 |
| Roofing | Lead sellers (exclusive/storm) | Exclusive storm (hail/wind) lead, published vendor price | $175 per lead ($99 for first 3) | 2026 | ↗ StormLead (vendor)checked 2026-10-20 |
| Roofing | Lead sellers (exclusive/storm) | Storm leads: shared vs exclusive; confirmed appointment (vendor-reported) | $30–$90 shared; $150–$400 exclusive; $200 per appointment ($175–$190 at volume) | Aug 2026 | ↗ The Lead Giants (vendor)checked 2026-10-20 |
| Roofing | Lead sellers (exclusive/storm) | Exclusive roofing leads (replacement, storm/insurance, repair) | $75–$120 replacement; $150–$300+ storm/insurance; $50–$120 repair | May 2026 | ↗ Stoy Mediachecked 2026-10-20 |
| Roofing | Lead sellers (exclusive/storm) | Exclusive booked roofing appointment, published vendor price | from $180 per appointment | 2026 | ↗ RainyLeads (vendor)checked 2026-10-20 |
| Restoration | Google Ads | Fire & smoke damage CPL (25 leads; directional) | $705 | Jan 2024–Jun 2026 | ↗ 99 Calls restoration reportchecked 2026-10-20 |
| Restoration | Google Ads | Mold remediation / removal CPL | $165 | Jan 2024–Jun 2026 | ↗ 99 Calls restoration reportchecked 2026-10-20 |
| Restoration | Google Ads | Water damage CPL trend, median (p10–p90) | 2024 $504 ($288–$882); 2025 $557 ($306–$1,104); 2026 Jan–May $676 ($347–$1,447) | 2024–May 2026 | ↗ 99 Calls restoration reportchecked 2026-10-20 |
FAQ
What is the average cost per lead for contractors?
It depends on trade and channel. On Google LSA (99 Calls, Oct 2026): roofing $128.64, water damage $115.57 and remodeling $108.32 average per charged lead. On Google Ads search, water damage restoration has a 2026 median of $637.
Which contractor trade has the highest cost per lead?
Restoration. Disaster restoration LSA leads average $320.90 (99 Calls), and water damage Google Ads leads have a $637 median.
Why do cost per lead benchmarks differ so much between sources?
Samples are small, markets differ, and sources mix averages, medians and ranges. Most also come from agencies measuring their own clients. That's why every TradeCPL figure shows its source and period.
Is my CPL good?
Compare your cost per lead to the cited ranges and see your real cost per booked job.
Cost per booked job
$440
Cost per lead ÷ close rate. Enable JavaScript to compare against the published ranges.
The monthly TradeCPL report
One email a month: new cost-per-lead numbers by trade, channel and city, with every source linked. Free, unsubscribe anytime.
Share your cost per lead
Anonymous, about a minute. We only publish aggregates, never company names. Privacy
Open the form ↗Form loads as you scroll…