Service-business marketing benchmarks
Most “benchmark” numbers in this industry are dated aggregator posts quoting each other. These are the observed ranges from advertising accounts we manage — the same numbers published on our trade pages, gathered into one citable place.
Methodology — read before citing
- Source: GrowthKey-managed accounts. First-party observation, not third-party research — our client mix shapes every number.
- Ranges, not averages: markets, seasons, and service areas move every figure; a single mean would be false precision. Trades where our account base is thin are omitted rather than padded.
- Cadence: refreshed quarterly; this is the August 2026 edition. Each trade links to its full economics breakdown.
- Citing this page: “GrowthKey Service-Business Marketing Benchmarks, August 2026” with a link here. Quote the ranges as ranges.
Google Ads, by trade
What clicks cost and what a sensible first budget looks like. The derivation — tickets, close rates, the five-line math — lives in the budget guide, and the calculator runs it on your numbers.
| Trade | Typical click cost | Sensible monthly test budget |
|---|---|---|
| Plumbing | $18–$55 (emergency intent) | $5,000–$7,000 |
| HVAC | $15–$45 repair · $25–$70 replacement | $6,000–$10,000 |
| Roofing | $12–$40 normal · $35–$120 storm weeks | $5,000–$9,000 |
| Electrical | $6–$18 symptom · $18–$55 install | $3,500–$6,000 |
| Pest control | $4–$14 preventive · $12–$40 urgent | $3,000–$6,000 |
| Dental | $4–$12 in-network · $8–$25 "near me" | $3,000–$7,000 |
| Med spas | $4–$14 event-driven · $12–$45 comparison | $4,000–$8,000 |
| Personal injury law | $80–$250 auto · $200–$600 catastrophic | $15,000–$30,000 |
Local Services Ads, by trade
Billed lead costs and — the number that matters — cost per booked outcome. Context on the badge, disputes, and the 2026 migration: the Google Verified guide and LSAs vs. Google Ads.
| Trade | Billed per lead | Per booked outcome |
|---|---|---|
| Plumbing | $30–$95 | $60–$180 per booked job |
| HVAC | $25–$60 shoulder · $45–$110 peak | $70–$190 per booked job |
| Electrical | $25–$70 | $55–$150 per booked call |
| Roofing | $35–$100 | $90–$240 per booked job |
| Landscaping | $20–$55 | $80–$220 per maintenance contract |
| Pest control | $30–$80 | $150–$420 per retained plan |
| Moving | $45–$120 | $210–$620 per booked local move |
| Dental | $35–$95 | $130–$390 per attended new patient |
Want your numbers held against these? That comparison is the first page of our free audit — your click costs, lead costs, and cost per booked job, next to the ranges above, with the leaks circled.