Data / 2026
Home Services Marketing Statistics
The numbers that decide whether a roofing, HVAC, plumbing, or electrical business grows: what leads cost, how homeowners choose a contractor, and how fast you have to respond. Every figure is sourced, and we update this page as new data is published.
Last updated: July 2026
The market
Home services is a half-trillion-dollar market
Homeowners spend more than half a trillion dollars a year improving and maintaining their homes. The demand is there. The competition for it is what these numbers are really about.
Google Ads by trade
What a lead costs, by trade
LocaliQ analyzed 3,211 US home services search campaigns. Cost per lead swings from under $50 for cleaning services to $228 for roofing, driven mostly by how competitive the click is and how well the landing page converts.
Average cost per lead across home services search campaigns[1]
Average cost per lead for roofing, the highest of any trade measured[1]
Average cost per click across home services on Google Search[1]
Of home services advertisers saw their cost per lead rise year over year (avg +10.51%)[1]
| Trade | CTR | Avg CPC | Conv. rate | Cost / lead |
|---|---|---|---|---|
| All home services (avg) | 6.37% | $7.85 | 7.33% | $90.92 |
| Roofing & gutters | 5.66% | $10.70 | 3.70% | $228.15 |
| Doors & windows | 5.52% | $8.76 | 4.41% | $200.34 |
| General contractors | 6.48% | $5.31 | 2.61% | $165.67 |
| Painting | 6.29% | $13.74 | 10.80% | $138.38 |
| Plumbing | 4.97% | $10.49 | 7.63% | $129.02 |
| Heating & furnaces | 5.97% | $9.30 | 7.48% | $129.02 |
| AC install & repair | 6.43% | $9.68 | 6.56% | $127.74 |
| Landscaping | 4.69% | $8.76 | 6.42% | $117.92 |
| Electricians | 5.15% | $12.18 | 9.08% | $93.69 |
| Handyman | 6.51% | $7.10 | 13.45% | $54.05 |
| Cleaning / maid | 9.01% | $8.50 | 17.65% | $46.99 |
Source: LocaliQ 2025 Home Services Search Advertising Benchmarks (3,211 US campaigns).[1]
Reviews & reputation
How homeowners choose who to call
Before a homeowner ever fills out a form, they read your reviews. Star rating, review count, and recency all filter you in or out, per BrightLocal's Local Consumer Review Survey.
Of consumers read online reviews for local businesses[2]
Will only consider a business with at least a 4-star rating[2]
Won't use a business that has fewer than 20 reviews[2]
Prioritize reviews written within the last three months[2]
Are more likely to use a business after reading positive reviews[2]
Will write a review when a business asks them to[2]
Expect a business to respond to their review within a week[2]
Now use ChatGPT or AI tools to find local business reviews (up from 6% a year earlier)[2]
Speed to lead
The first five minutes decide the job
Every lead you generate is a race. The MIT Lead Response Management Study measured exactly how fast that window closes.
Cite this page
Writing about home services marketing? You're welcome to reference any statistic on this page. Please credit the original source listed below, and link back to this page:
https://www.thomastowndigital.com/home-services-marketing-statisticsSources
Sources & methodology
[1] LocaliQ: 2025 Home Services Search Advertising Benchmarks
Analysis of 3,211 US-based search advertising campaigns, April 2024 to March 2025.
https://localiq.com/blog/home-services-search-advertising-benchmarks/[2] BrightLocal: Local Consumer Review Survey
Survey of 1,002 US adult consumers.
https://www.brightlocal.com/research/local-consumer-review-survey/[3] Harvard Joint Center for Housing Studies: Leading Indicator of Remodeling Activity (LIRA)
National outlook for home improvement and repair spending on owner-occupied homes.
https://www.jchs.harvard.edu/research-areas/remodeling/lira[4] MIT: Lead Response Management Study (Dr. James Oldroyd)
Research on the effect of response speed on contacting and qualifying inbound leads.
https://www.leadresponsemanagement.org/
Figures are quoted as published by each source. Advertising benchmarks are national averages and vary by market, season, and account. We review this page monthly and refresh figures as new studies are released.
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