Google Ads Benchmarks for Home Improvement 2025
Home improvement: $7.85 CPC, $90.92 CPL. Local Services Ads and Facebook often more cost-effective.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 6.37% |
| CPC | $7.85 |
| CVR | 7.33% |
| CPL / CPA | $90.92 |
What the numbers mean
Home services face stiff competition with $7.85 CPC and $90.92 CPL. For contractors, this means jobs need to average $1,000+ to maintain profitability. The better path for many is Google Local Services Ads with Google Guaranteed badge—often delivering lower CPL with added trust signals that help close jobs. Facebook home improvement leads cost $41.26 CPL (55% cheaper than Google) with visual before/after content performing well. The home services market is increasingly dominated by LSA.
Year-over-year change
High CPC competition, moderate conversion
How to act on this
Test Local Services Ads with Google Guaranteed badge—often lower CPL plus trust signal that helps close jobs. Use Facebook for before/after visual content at $41.26 CPL (55% cheaper). Seasonal bid adjustments critical—demand spikes in spring. Track job value to calculate true ROAS, not just CPL.
Source: WordStream/LocaliQ · 16,446 US campaigns · 2025-03