Cost Per Lead Benchmarks
Industry CPL ranges across home services, marine, franchise, and B2B.
Cost per lead benchmarks (Google Ads, US 2025)
Ranges are based on aggregated client data. Your account will land somewhere in the band depending on geography, competition, and account maturity.
| Vertical | Typical CPL range |
|---|---|
| HVAC | $45–$120 |
| Plumbing | $50–$150 |
| Roofing | $75–$250 |
| Pest Control | $35–$90 |
| Water Damage | $80–$300 |
| Garage Door | $30–$85 |
| Locksmith | $25–$70 |
| Electrical | $50–$140 |
| Appliance Repair | $30–$80 |
| Boat Clubs / Marine | $60–$220 |
| Powersports Dealers | $40–$150 |
| Multi-Location Franchise | $35–$130 |