Data / 2026
Home Services Industry & Marketing Statistics
More than 80 statistics on the home services industry, in one place, including our own Local Services Ads cost-per-lead benchmark: how big the market is, who does the work, what a lead costs in every trade, how homeowners find and choose a contractor, and how fast you have to respond. Every figure is sourced and re-verified against the original publication, and we update this page as new data is published.
Last updated: September 2026
The market
Home services industry statistics: market size
Homeowners spend more than half a trillion dollars a year improving and repairing their homes, and growth is slowing into 2027. The demand is there. The competition for it is what the rest of these numbers are about.
Annual homeowner spending on home improvements and repairs through the second quarter of 2026[3]
Projected annual improvement and repair spending for the four quarters ending Q2 2027[3]
Projected year-over-year growth in remodeling spending by Q2 2027, down from 2.1% in Q3 2026[3]
Estimated size of the US home service market in 2026, projected to reach $989B by 2031 (3.27% CAGR)[5]
Share of the US home service market held by maintenance and repair in 2025, the largest segment[5]
Of 2025 home service revenue was still booked through offline and traditional channels[5]
Of the US home service market is family owner-occupied homes[5]
Of millennial homeowners have at least one pending repair project, and 84% admit postponing it[6]
Workforce
The trades are growing faster than the economy
The Bureau of Labor Statistics projects every major home service trade to grow faster than the average for all occupations through 2035, with tens of thousands of openings a year to fill.
| Trade | Jobs (2025) | Median pay (May 2025) | Growth 2025-35 | Openings / year |
|---|---|---|---|---|
| Electricians[7] | 821,000 | $63,190 | +9% | 72,700 |
| Plumbers, pipefitters & steamfitters[8] | 510,600 | $63,800 | +7% | 42,000 |
| HVAC & refrigeration mechanics[9] | 440,900 | $61,010 | +11% | 40,600 |
Source: US Bureau of Labor Statistics, Occupational Outlook Handbook. Growth is projected percent change in employment, 2025 to 2035; openings are the average projected per year over the decade.
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 and pool services to $228 for roofing, driven mostly by how competitive the click is and how well the landing page converts. Want a starting budget for your trade? Use the Google Ads budget calculator.
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]
Average year-over-year rise in cost per lead; 69% of home services advertisers saw CPL increase[1]
Average year-over-year increase in click-through rate; 88% of advertisers saw CTR rise[1]
Of home services advertisers saw their cost per click increase year over year[1]
Average year-over-year change in conversion rate, down in 10 of 16 subcategories[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 |
| Storage | 8.32% | $7.46 | 4.65% | $120.30 |
| Landscaping | 4.69% | $8.76 | 6.42% | $117.92 |
| Blinds & window treatments | 6.48% | $7.69 | 6.00% | $113.30 |
| Electricians | 5.15% | $12.18 | 9.08% | $93.69 |
| Garages | 7.25% | $5.75 | 5.66% | $81.45 |
| Window cleaning | 10.04% | $9.12 | 13.58% | $66.69 |
| Handyman | 6.51% | $7.10 | 13.45% | $54.05 |
| Cleaning / maid | 9.01% | $8.50 | 17.65% | $46.99 |
| Pools & spas | 5.41% | $5.81 | 10.89% | $45.15 |
Source: LocaliQ 2025 Home Services Search Advertising Benchmarks (3,211 US campaigns), all 16 categories.[1]
Before you trust any CPL figure—including the table above—check whether reported conversions match real leads. Our 10-account audit study found a median 2.19x overstatement: Google Ads conversion inflation (reported vs real leads). Related: home services cost per lead benchmarks.
Original data
Local Services Ads cost per lead by trade
Very few published figures for what a Google Local Services Ads lead costs come from measured account data, so we opened ours. This is our own dataset: read-only API pulls of 70 LSA accounts managed by four agencies, cut down to 33 home-service accounts with 2021-2026 cost reporting, $776,041 in spend and 8,920 charged leads. It is smaller than the largest published sample, but it is multi-year and it shows what the others do not: the credit rate, the account-to-account range inside each trade, and month-by-month seasonality. No client names, no agency names, no locations. Every trade below has at least two independent accounts.[11]
Cost per charged lead = spend inside each account's cost-reporting window divided by the charged leads created inside that window. Google credits some leads back; the credit rate is shown separately.
Pooled cost per charged LSA lead across all home-service accounts
Median account cost per charged lead
Of charged leads were credited back by Google
Of LSA leads arrive as phone calls; the rest are messages
| Trade | Accounts | Charged leads | Pooled CPL | Median account CPL | Account range | Credit rate | Phone share |
|---|---|---|---|---|---|---|---|
| Water damage restoration | 2 | 110 | $300.61 | $264.92 | $229 to $301 | 7.6% | 88% |
| Solar | 2 | 127 | $132.95 | $120.05 | $105 to $135 | 9.9% | 94% |
| Roofing | 7 | 1,357 | $107.54 | $128.03 | $59 to $166 | 8.4% | 81% |
| Moving | 2 | 2,927 | $88.25 | $75.02 | $61 to $89 | 9.0% | 98% |
| Windows | 3 | 1,732 | $85.05 | $85.02 | $42 to $114 | 3.8% | 86% |
| Junk removal | 2 | 96 | $79.74 | $133.21 | $79 to $188 | 2.0% | 100% |
| HVAC | 2 | 204 | $61.99 | $63.47 | $45 to $82 | 2.9% | 88% |
| Pool Contractor | 2 | 248 | $55.43 | $48.73 | $42 to $56 | 2.0% | 79% |
| General contracting | 3 | 243 | $52.99 | $54.98 | $53 to $57 | 13.5% | 96% |
| Landscaping | 2 | 312 | $42.56 | $42.20 | $40 to $44 | 9.0% | 94% |
| Plumbing | 2 | 269 | $37.50 | $57.23 | $33 to $81 | 1.8% | 91% |
Trades with only one account (foundations, siding, window cleaning, lawn care) are not shown. Storage and legal categories are excluded as not home services.
Pooled cost per charged lead by year
| 2021 | 2 accounts, 175 leads | $25.08 |
| 2022 | 3 accounts, 433 leads | $46.77 |
| 2023 | 6 accounts, 730 leads | $84.17 |
| 2024 | 13 accounts, 1,369 leads | $88.07 |
| 2025 | 21 accounts, 2,602 leads | $89.45 |
| 2026 | 26 accounts, 3,611 leads | $93.23 |
Pooled figures. The account mix changes each year, so read this as observed, not like-for-like.
Share of the year's charged leads by month
16 accounts with 12+ months of data. August carries 14.0% of the year's leads, November 4.2%.
Citing this? Credit Thomas Town Digital and link to this section. We refresh it as the dataset grows. For how LSA pricing works and what to do about it, see LSA ads for contractors and our LSA management service.
Demand & operations
Where the work comes from
Jobber's data covers more than 100,000 service businesses and a separate survey of 1,050 owners. Referrals still lead, demand is up, and most businesses raised prices last year.
Of home service pros say referrals and repeat customers are how homeowners find them, ahead of Facebook (32%), Google Search (20%) and Local Services Ads (19%)[10]
Of pros reported increased customer demand in the past year[10]
Of home service businesses raised their prices in the past year[10]
Of service businesses expect revenue to rise in 2026[10]
Value online booking when choosing a provider, rising among younger and growth-focused operators[10]
Year-over-year growth in new contracting work scheduled in Q1 2026, with contracting revenue up 10%[12]
Year-over-year growth in new work scheduled for construction and landscaping businesses in March 2026[12]
Of Jobber-processed transactions in Q1 2026 were digital payments, up 7% year over year[12]
Reviews & reputation
How homeowners choose who to call
Before a homeowner ever fills out a form, they read your reviews. Star rating, review count, recency, and whether you reply all filter you in or out, per BrightLocal's Local Consumer Review Survey 2026.
Of consumers read reviews for local businesses[2]
Always read reviews when browsing for businesses[2]
Will only use a business with four or more stars[2]
Will only use a business that has 4.5 stars or higher[2]
Won't use a business that has fewer than 20 reviews[2]
Seek reviews written in the last three months[2]
Say positive reviews make them more likely to use a business[2]
Are likely to use a business that responds to all of its reviews[2]
Are unlikely to use a business that never replies to reviews[2]
Are unlikely to choose a business that posts generic responses to reviews[2]
Expect to hear back within a week after leaving a review; 19% expect a same-day response[2]
Of people asked to leave a review went on to leave one this year[2]
Use Google to read local business reviews, the most of any platform[2]
Use ChatGPT and generative AI tools for local business recommendations[2]
Trust AI platforms for business recommendations[2]
Think businesses should face punishment for fake reviews[2]
Speed to lead
Speed to lead statistics: the first five minutes decide the job
Every lead you generate is a race. The Lead Response Management Study measured more than 100,000 call attempts to find exactly how fast that window closes, and homeowners now expect an answer within the hour.
Drop in the odds of qualifying a lead when response time stretches from 5 minutes to 30 minutes[4]
Drop in qualification odds between a 5-minute and a 10-minute response[4]
Contact success fell more than tenfold within the first hour; qualification success fell more than sixfold[4]
Higher contact success calling between 4 and 6 PM versus 11 AM to noon[4]
Higher contact rate on Thursdays than on Tuesday, the least effective day[4]
Expect a response within the hour, and 28% expect an immediate reply, per Jobber's survey of 1,050 home service pros[10]
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, minimum 103 campaigns per category.
https://localiq.com/blog/home-services-search-advertising-benchmarks/[2] BrightLocal: Local Consumer Review Survey 2026
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)
July 23, 2026 release. National outlook for home improvement and repair spending on owner-occupied homes.
https://www.jchs.harvard.edu/research-areas/remodeling/lira[4] Lead Response Management Study (Dr. James Oldroyd, MIT)
Three years of data from six companies: more than 15,000 leads and more than 100,000 call attempts.
https://web.archive.org/web/20101108023125/http://www.leadresponsemanagement.org/lrm_study[5] Mordor Intelligence: US Home Service Market Size & Share Outlook to 2031
Market sizing and segment shares; base year 2025, forecast 2026 to 2031.
https://www.mordorintelligence.com/industry-reports/us-home-service-market[6] KPMG Corporate Finance: Home Services Industry Update, Fall 2025
Millennial homeowner figures cite the U.S. Millennial Homeowners Survey (July 2025).
https://corporatefinance.kpmg.com/us/en/insights/2025/home-services-industry-update-fall.html[7] US Bureau of Labor Statistics, Occupational Outlook Handbook: Electricians
Median annual wage May 2025; employment 2025; projected growth and openings 2025 to 2035.
https://www.bls.gov/ooh/construction-and-extraction/electricians.htm[8] US Bureau of Labor Statistics, Occupational Outlook Handbook: Plumbers, Pipefitters, and Steamfitters
Median annual wage May 2025; employment 2025; projected growth and openings 2025 to 2035.
https://www.bls.gov/ooh/construction-and-extraction/plumbers-pipefitters-and-steamfitters.htm[9] US Bureau of Labor Statistics, Occupational Outlook Handbook: Heating, Air Conditioning, and Refrigeration Mechanics and Installers
Median annual wage May 2025; employment 2025; projected growth and openings 2025 to 2035.
https://www.bls.gov/ooh/installation-maintenance-and-repair/heating-air-conditioning-and-refrigeration-mechanics-and-installers.htm[10] Jobber: 2026 Home Service Trends Report
Survey of 1,050 home service business owners, December 2025 (±3 points at 90% confidence).
https://www.getjobber.com/home-service-trends-report/[11] Thomas Town Digital: Local Services Ads Cost Per Lead Benchmark (proprietary dataset)
Read-only Google Ads API pulls of 70 Local Services Ads accounts managed by four agencies, aggregated September 2026. Home-service trades only: 33 accounts, $776,041 in spend, 8,920 charged leads, 2021 to 2026. Cost per charged lead is computed inside each account's cost-reporting window. No client, agency or location identifiers are published, and every trade cell holds at least two independent accounts.
https://www.thomastowndigital.com/home-services-marketing-statistics#lsa[12] Jobber: Home Service Economic Report, Q1 2026
Released May 20, 2026. Drawn from more than 100,000 home and commercial service businesses on the Jobber platform.
https://www.prnewswire.com/news-releases/home-service-demand-accelerates-in-q1-2026-as-new-work-growth-outpaces-prior-year-across-every-major-segment-302776857.html
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.
Beat These Benchmarks
We build paid, SEO, and websites for home service businesses that want their cost per lead below the average, not on it. Book a strategy call and we'll show you where you stand.
Book Your Strategy Call →