Question 1

How much should a home service company spend on Google Ads?

Accepted Answer

Most home service companies spend $1,500–$10,000/month on Google Ads, with the median plumbing contractor spending about $5,000/month on non-branded search. The right budget depends on your trade, location, and cost per lead. Plumbers typically pay $130–$180 per lead, HVAC companies pay $100–$170 per lead, and roofers pay $150–$250 per lead on non-branded search campaigns.

Question 2

What is a good cost per lead for Google Ads?

Accepted Answer

A good cost per lead for non-branded search varies by trade: Plumbing ($130–$180), HVAC ($100–$170), Roofing ($150–$250), Electrical ($90–$150), Landscaping ($60–$120), Cleaning ($35–$60). These are based on 2025–2026 industry benchmarks from 500+ contractors — your actual cost depends on your city's competition level. Even at higher CPLs, the math works: plumbers average $1,700+ per job ticket.

Question 3

How much of my Google Ads budget is wasted?

Accepted Answer

Industry research shows that home service contractors typically waste 30–45% of their Google Ads budget on clicks that never become leads. Common causes include irrelevant search terms (like 'plumber salary' or 'DIY drain repair'), missing negative keyword lists, broad match keywords, and sending traffic to a homepage instead of a service-specific landing page.

How Much Should Your Google Ads Cost?

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