Google Local Services Ads (LSA) are the ads at the very top of local searches, with the Google Guaranteed or Google Screened badge. You pay per lead, not per click. A charged LSA lead is a call, message or booking that Google determines meets its lead validation criteria and bills the advertiser for; credited (refunded) leads are excluded. (99 Calls LSA Cost Estimator, checked 2026-10-20)
LSA cost per lead in 2026
- Average CPL (roofing contractor): $128.64 avg / $114.57 median (typical $84.79–$141.81). 99 Calls LSA Cost Estimator (Oct 2026, checked 2026-10-19).
- Water damage restoration, avg per charged lead (8 campaigns): $115.57 avg / $98.50 median (p10–p90 $81.78–$278.87). 99 Calls LSA Cost Estimator (Oct 2026 (last 3 mo), checked 2026-10-19).
- Disaster restoration contractor, avg per charged lead (5 campaigns): $320.90 avg / $355.03 median (p10–p90 $125.89–$445.85). 99 Calls LSA Cost Estimator (Oct 2026, checked 2026-10-19).
- Remodeling contractor, avg per charged lead (5 campaigns): $108.32 avg / $102.56 median (p10–p90 $73.30–$127.49). 99 Calls LSA Cost Estimator (Oct 2026 (last 12 mo), checked 2026-10-19).
- General contractor, avg per charged lead (3 campaigns, small sample): $135.25 avg / $56.37 median (p10–p90 $27.01–$144.42). 99 Calls LSA Cost Estimator (Oct 2026, checked 2026-10-19).
| 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 |
| 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 |
| 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 |
Why roofing and restoration pay more
Big-ticket, urgent jobs draw more bidders. Disaster restoration ($320.90 average) costs about three times as much per lead as remodeling ($108.32). Storm weeks push roofing prices up too. See the roofer LSA guide.
How to lower your LSA cost per lead
- Answer every call fast. Missed calls waste paid leads.
- Dispute invalid leads (wrong service, out of area). Credited leads aren't charged.
- Build reviews and keep your service area tight.
FAQ
How much does Google Local Services Ads cost per lead?
It depends on the trade. As of October 2026 (99 Calls): roofing averages $128.64, water damage restoration $115.57, remodeling $108.32 and disaster restoration $320.90 per charged lead.
Is Google Guaranteed the same as Local Services Ads?
The Google Guaranteed badge appears on Local Services Ads. You pay per lead, not per click.
Do you pay for every LSA lead?
You pay for charged leads: calls, messages or bookings that Google validates. Leads that get credited after a dispute aren't charged.
Is LSA cheaper than Google Ads?
For water damage, yes, by a lot. The LSA average is $115.57 (Oct 2026); the 2026 Google Ads median is $637 (99 Calls). For roofing the gap is smaller: $128.64 LSA vs. $124 for non-branded Google Ads (SearchLight Digital, Q1 2026).
Sources were checked on the dates shown. TradeCPL doesn't invent figures; gaps are marked.