Quick answer
The best remodeling lead channels in 2026 are the ones with the lowest cost per booked job, not the lowest cost per lead. Those are two different numbers.
Here is what the published data actually supports. Google Local Services Ads run about $54 per lead across contractor trades. Google Search Ads run $90.92 per lead in the Home and Home Improvement category. Meta runs $41.26. Shared-lead marketplaces sticker at $10 to $100 per lead.
Divide any of those by your close rate and you get cost per booked job. That is the whole method, and it is the only ranking that matters.
The channels you own sit at the top of this list. Referrals, reviews, and search positions carry no media cost at all. The channels you rent sit lower, and the shared-lead marketplaces sit last for a reason we can show with their own numbers.
Why cost per booked job is the only number that matters
Cost per lead is easy to brag about. On its own it tells you almost nothing.
A channel can hand you leads at $20 each and still be your most expensive source. Half never answer. The other half were price shopping four contractors. What you pay for is a signed job.
Cost per booked job = cost per lead divided by your lead-to-job close rate.
Run two real numbers through it. Google Search Ads at $90.92 per lead, closing at 30%, costs you $303 per booked job. The same lead closing at 20% costs you $455. One channel, one price, a $152 swing driven entirely by how fast and how well you follow up.
That is why the close rate matters more than the lead price. And it is why the honest answer to “what does a remodeling lead cost” is a question back at you.
What the public data actually covers, and what it does not
This part matters, so read it before you trust any number on this page. Including ours.
There is no published cost per lead for “remodeling.” The closest real figures come from WordStream by LocaliQ’s 2026 Google Ads Benchmarks, released May 19, 2026, covering 13,474 US search campaigns from April 2025 through March 2026. Their category is Home and Home Improvement. That bucket holds roofers, plumbers, HVAC and remodelers together.
So the $90.92 is real, current, and drawn from a disclosed sample. It is also broader than your trade. You will see that same $90.92 quoted across the web as an “industry average cost per lead” with the category label stripped off. Now you know where it came from.
For close rates, the best available survey is Hatch’s State of the Home Improvement Industry 2024, which polled 124 US home improvement call centers. The most common reported close rate band was 20% to 30%.
Every cost-per-booked-job figure below divides a published cost per lead by that 20% to 30% band. It is one uniform assumption applied across channels so the comparison is fair. It is not a measured per-channel close rate, because those do not exist publicly.
Where no credible number exists, the table says so instead of guessing. Only 6 of the 21 channels have a cost per lead solid enough to divide. For the other 15 there is no published cost per booked job anywhere. That is a real finding, not a gap in our research.
The 21 remodeling lead channels, ranked by cost per booked job
Five tiers, lowest cost per booked job at the top. Every dollar figure is sourced and dated below the table.
| # | Channel | How you pay | Published cost | Cost per booked job at 20-30% | Own or rent |
|---|---|---|---|---|---|
| Tier 1 – Owned relationships (no media cost) | |||||
| 1 | Past-client referrals | Time + a system | No media cost | No published benchmark | Own |
| 2 | Referral partners (realtors, designers, trades, restoration) | Time + relationships | No media cost | No published benchmark | Own |
| 3 | Database reactivation + email nurture | Tooling + labor | $100-$500 per month | No published benchmark | Own |
| 4 | Google reviews engine | Time + a system | No media cost | No published benchmark | Own |
| Tier 2 – Owned search visibility (fixed cost, no per-lead price) | |||||
| 5 | Local SEO + Google Business Profile | Retainer or time | $500-$1,000 per month | No published benchmark | Own |
| 6 | Organic website SEO + content | Retainer or time | $500-$1,000 per month | No published benchmark | Own |
| 7 | Speed-to-lead follow-up system | Tooling + labor | $100-$500 per month | Sets the close rate on every other row | Own |
| Tier 3 – High-intent paid (the lead is yours) | |||||
| 8 | Google Local Services Ads | Per lead | $54 per lead, all contractor trades | $180-$270 | Rent |
| 9 | Google Search Ads (PPC) | Per click | $8.33 per click, $90.92 per lead | $303-$455 | Rent |
| 10 | Microsoft / Bing Search Ads | Per click | No verifiable figure published | Not calculable | Rent |
| 11 | Retargeting (Meta + Google display) | Per impression | No verifiable figure published | Not calculable | Rent |
| Tier 4 – Paid demand generation (colder, needs nurture) | |||||
| 12 | Meta Ads (Facebook + Instagram) | Per click or lead | $41.26 per lead, $2.23 per click | $138-$206 | Rent |
| 13 | YouTube Ads | Per view or impression | $4.99 CPM | Not published for home services | Rent |
| 14 | Nextdoor Ads | Daily budget | $3-$10 per day to start | Not published | Rent |
| 15 | Pinterest (organic + ads) | Time or per click | $4.67 CPM | Not published | Mixed |
| 16 | Community sponsorships + home shows | Flat fee | $1,449-$2,599 per 10×10 booth | Not published | Rent |
| 17 | Direct mail + job-site signage | Per piece or per sign | $0.37-$0.53 per mailed piece, $4.70-$9.00 per sign | $1,400 per lead in one tested case | Mixed |
| Tier 5 – Shared-lead marketplaces (the sticker price hides the real cost) | |||||
| 18 | Angi (Ads + Leads) | Per lead + membership | $15-$100 per lead | $50-$500, and see below | Rent |
| 19 | Thumbtack | Per lead, no subscription | $10-$50 per lead | $33-$250, and see below | Rent |
| 20 | HomeAdvisor | Per lead + $287.99 a year | $30-$60 per lead | $100-$300, and see below | Rent |
| 21 | Houzz Pro + lead brokers (Bark, Modernize, Networx) | Subscription or per lead | Houzz ads from $499 a month, Bark $2.35 per credit, Networx $10-$100 per lead | Not published | Rent |
Look at rows 18 to 21 and you will spot the problem immediately. On the published numbers, a $50 marketplace lead beats a $90.92 Google Search lead. That inversion is the most important thing on this page, and we take it apart below.
Which channels give you the lowest cost per booked job?
The ones where you already earned trust. No media cost, no per-lead price, no platform between you and the homeowner.
1. Past-client referrals. A referred homeowner shows up half sold. Here is the honest part. No credible study measures referral close rates in contracting. The “referrals close above 50%” line you see everywhere traces back to a single 2009 Pro Remodeler interview with two owners. We are not going to launder that into a statistic.
What does exist is peer-reviewed. Schmitt, Skiera and Van den Bulte, published in the Journal of Marketing in January 2011, tracked 9,495 customers over 33 months. Referred customers were 16% more valuable over a six-year horizon and 18% less likely to leave. That was a German bank, not a remodeling company, so treat it as direction rather than a benchmark.
The system is the same either way. Ask at the final walkthrough. Text a thank-you and a request 24 hours later. Remind once.
2. Referral partners. Realtors, interior designers, plumbers, electricians and restoration firms all sit next to homeowners who need work. You are not buying leads here. You are trading them, so there is no media cost to divide.
3. Database reactivation + email nurture. Your past quotes and old customers are the cheapest list you will ever own. Platform plus labor runs about $100 to $500 a month for a small contractor, per Nutshell’s January 2026 breakdown.
On email ROI, one caution. The famous “$36 back for every $1” figure sits on Litmus’s site with no study year attached and traces to their 2020 research. It is six years old. No 2025 or 2026 primary study replaced it.
The repeat-purchase case is stronger anyway. Angi’s State of Home Spending, released January 20, 2026, found US households completed an average of 10 home projects in 2025. Kitchens lead to baths. Baths lead to additions.
4. Your Google reviews engine. Reviews cut cost per booked job on two fronts at once, and this is the best-evidenced channel in the whole list.
On conversion, BrightLocal’s Local Consumer Review Survey 2026, published February 11, 2026 from 1,002 US consumers: 47% will not use a business with fewer than 20 reviews, 68% now require a minimum of 4.0 stars, up from 55% a year earlier, and 74% look for reviews written in the last 3 months.
On ranking, Whitespark’s 2026 Local Search Ranking Factors, published November 6, 2025, put high Google ratings at #6 and review quantity with text at #9 out of 187 factors. That is a survey of 47 local search experts, so it is informed opinion rather than measured weight. Say it that way and you stay honest.
We wrote the exact text-first ask system here. Reviews are owned, permanent, and they compound.
How owned search stacks up
Fixed monthly cost, no per-lead price, and it keeps working after you stop paying for clicks.
5. Local SEO + Google Business Profile. The Map Pack is where “kitchen remodeler near me” gets decided. Primary category, proximity and reviews move it, per Whitespark’s 2026 factor list.
On timeline, we are going to break with the industry here. Every agency blog will tell you 3 to 6 months to enter the Map Pack. There is no credible study behind that number. We looked. If someone quotes you a Map Pack timeline as fact, ask for the source.
Start with our GBP guide for remodelers and the Map Pack ranking factors.
6. Organic website SEO + content. This is the asset play, and it is slower than almost anyone tells you.
Ahrefs crawled 1 million URLs and found only 1.74% of new pages reach a top 10 ranking within a year. 72.9% of the pages currently sitting in the top 10 are more than 3 years old. The average number one ranking page is 5 years old.
Read that as the real cost of entry. It is also the reason the position is worth owning once you have it, because the next remodeler in your city faces the same 3 years.
On price, agency retainers cluster low. SE Ranking surveyed 260 agencies and found 64% charge under $1,000 a month, with $500 to $1,000 the most common band. Backlinko’s survey of 300 SEO professionals puts the typical retainer higher at $1,000 to $2,500. We weight SE Ranking higher because it published the actual percentage distribution rather than a range. Neither survey is contractor-specific.
See the full picture in our SEO for remodeling companies breakdown, and how it wins higher-value jobs here.
7. Speed-to-lead follow-up. This is not really a channel. It is the multiplier that sets the close rate on every row above and below it.
Invoca’s 2025 Call Conversion Benchmarks, released June 10, 2025 from more than 60 million calls, found home services converts 46% of phone leads during the call itself. That is the highest of the nine industries they measured, against an all-industry average of 37%.
The catch is that you have to be on the call. The MIT and InsideSales Lead Response Management study found contacting a lead inside 5 minutes beats waiting 30 minutes by a wide margin. Harvard Business Review found the same collapse past the first hour in “The Short Life of Online Sales Leads.”
Go back to the math at the top. Moving your close rate from 20% to 30% takes a $90.92 Google lead from $455 per booked job down to $303. A one-minute text back does more for your cost per booked job than any new channel on this page.
Where do paid ads fit for remodelers?
Paid is rented traffic. You stop paying, it stops. That is fine when the math works.
8. Google Local Services Ads. LSAs sit above the search results, you pay per lead instead of per click, and the lead is yours alone.
SearchLight analyzed 1,774 LSA campaigns across 888 contractors and $6.72 million in spend as of February 2026. Average cost per lead was $54 across all trades. Electrical came in at $39, HVAC $51, plumbing $57. Remodeling is not broken out, because LSAs have no remodeling category. Remodelers run under General Contracting.
Three changes you need to know before you budget for this. First, the Google Guaranteed badge is gone. Google collapsed the old badges into a single Google Verified badge and discontinued the money-back guarantee that came with Google Guaranteed. Consumer reimbursement closed for services booked before December 7, 2025. Any post still selling you on $2,000 of buyer protection is out of date.
Second, you can no longer dispute a bad lead by hand. Google replaced manual disputes with automated crediting in July 2024. Worse for remodelers, wrong job type and wrong service area are no longer creditable categories. Those are the two you will want to dispute most.
Third, LSAs are moving into Google Ads as Performance Max with pay-per-lead goals. The first US wave started this month, August 2026, covering plumbing, HVAC, electrical and six other trades. General contracting is not in the first wave. Service-area businesses follow in late 2026.
We covered why LSAs still tend to beat Search here.
9. Google Search Ads. Real intent, real cost. $8.33 per click and $90.92 per lead in the Home and Home Improvement category, on 13,474 campaigns.
One note on that data, since we are asking you to trust it. WordStream prints a $90.92 cost per lead alongside an $8.33 click and an 8.05% conversion rate. Those three do not multiply out. $8.33 divided by 8.05% is $103.48. The reason sits in their own methodology note: every figure is a median, not an average. Medians from different distributions do not compose, so read the four as separate readings rather than one consistent set.
The budget leaks live in broad match and missing negative keywords, where you pay $8.33 for “how to remodel a kitchen yourself.” We showed one remodeler’s cleanup in our PPC for remodelers piece.
10. Microsoft / Bing Search Ads. We are going to give you the answer nobody else will. There is no citable 2026 cost per click for this vertical on Microsoft Ads.
Microsoft’s own audience data pages currently render unpopulated template placeholders where the percentages should be. The “Bing users are older and wealthier” claim you have read a hundred times has no retrievable primary source behind it right now. The one sourced version of it traces to a WordStream article from November 2019.
Test it as a cheap second channel once Google is dialed in. Do not budget off a number someone made up.
11. Retargeting. Same problem, worse. Every retargeting benchmark we checked either had no methodology disclosed or recycled figures with contradictory attributions.
So judge retargeting on mechanism instead of a fake cost per lead. It books few jobs on its own. It catches the homeowner who left your quote page to think about it, which lowers cost per booked job on every channel feeding that page.
Do social and offline channels still pull their weight?
Yes, for the right job and the right patience. These run colder, so they need real follow-up to convert.
12. Meta Ads. Facebook and Instagram are where big visual remodels sell, and they are genuinely cheaper per lead than search.
WordStream’s 2025 Facebook benchmarks put Home and Home Improvement at $41.26 per lead and $2.23 per click, from 726 US lead campaigns. An independent check from Focus Digital in July 2025 found $45.50 for Home Services across 138 campaigns. Two separate datasets landing $4.24 apart is about as good as this category gets.
At 20% to 30%, that is $138 to $206 per booked job. Roughly half the Google Search figure. The trade-off is intent, so expect a longer nurture.
13. YouTube Ads. Cheap attention. Gupta Media tracked a $4.99 average CPM across 2025, and YouTube was the only major platform where CPM fell year over year, down 2%.
No credible source publishes a YouTube cost per lead for home services. A two-minute walkthrough of a finished project ages well, and you should measure it on assisted conversions rather than a made-up CPL.
14. Nextdoor Ads. Hyper-local by design. Nextdoor retired Local Deals and moved to a unified Ads Manager, with targeting now by ZIP code and pricing on a daily budget billed in 31-day cycles. Their own starter guidance is $3, $5 or $10 a day.
Nextdoor publishes no official cost per click. The $2.50 to $3.50 figures floating around come from an unaffiliated agency page with no source attached.
15. Pinterest. Homeowners plan remodels here months before they call anyone, and the audience skews to money. Pinterest reports reaching 40% of US households earning $150,000 or more.
Gupta Media clocked Pinterest CPM at $4.67 in 2025, the cheapest of the five platforms they track. Pinterest’s own guidance is to launch about 2 months before a moment peaks.
16. Community sponsorships + home shows. A 10×10 booth runs $1,449 to $2,599 on current published rate cards, plus a $139 to $199 mandatory listing fee. Flooring, electric, tables and staffing are on you.
Marketplace Events’ attendee survey reports 90% homeowners, 76% arriving with a project in mind, and 65% planning to spend up to $25,000 with an exhibitor inside 12 months. That is organizer-run research from 2022, so read it as a sales sheet.
Nobody publishes leads per show or close rate on home show leads. One named counterpoint from Pro Remodeler: Ryan Shutt of Southwest Exteriors dropped shows and events entirely.
17. Direct mail + job-site signage. The postage is fact. EDDM Retail is $0.260 per piece under USPS Notice 123, effective July 12, 2026. Add printing and bundling and all-in lands around $0.37 to $0.53 per piece. Minimum 200 pieces, maximum 5,000 per ZIP per day.
Response rate is where it gets ugly. The 4.4% figure quoted across the internet and attributed to the ANA does not appear in the ANA’s Response Rate Report. That report shows 15.6% for a house list and 10.8% for a prospect list, off 250 self-reported responses.
Here is the number we would actually plan around. Southwest Exteriors tested direct mail for 4 months and averaged $1,400 per lead. One company, named, on the record. That is worth more than three survey percentages.
Yard signs run $4.70 to $9.00 each with stakes at contractor quantities. The only randomized evidence on signs is political. Green and colleagues, Electoral Studies 2016, pooled 4 experiments across 376 precincts and found lawn signs moved vote share 1.7 points. Real, small, and not about contractors. No study measures contractor yard sign leads.
Are Angi, Thumbtack, and HomeAdvisor worth it?
Here is the truth most people do not like to hear, and it cuts against the way this article is ranked.
On the published numbers, marketplaces look cheap. A $50 Thumbtack lead at a 25% close rate is $200 per booked job. A $90.92 Google Search lead at the same rate is $364. By that math the marketplace wins.
That math is wrong, and the reason is the close rate.
The 20% to 30% band comes from company-wide close rates across all lead sources. It is not a shared-lead close rate. Nobody publishes one of those. We searched hard for an independent study comparing shared and exclusive lead close rates and there is not one.
What we can show you is three pieces of evidence pointing the same direction.
The mechanism. Networx states officially that a single pay-per-lead goes to up to 4 contractors. You are not buying a lead. You are buying a one-in-four race to the phone.
Angi’s own investor filings. In January 2025 Angi stopped auto-matching and required homeowners to choose the pros they contact. By Q3 2025 Angi reported average pro win rate up nearly 30%. Constrain the distribution, the win rate climbs. That is Angi’s number, not ours.
Their funnel disclosure is sharper still. From Angi’s Q1 2026 shareholder letter: of every 10 homeowners who submit a service request, 7 complete the job, 6 hire a pro, and only 2 hire an Angi pro.
The FTC. In January 2023 the FTC ordered HomeAdvisor to pay up to $7.2 million and stop deceptively marketing its leads. The FTC found HomeAdvisor told contractors its leads converted at rates it could not substantiate. HomeAdvisor’s own win-rate data was described as undocumented or impossible to calculate. Its win rates broken out by lead type remain redacted in the public filings.
Put those together. At a 5% to 10% close rate, which is what a one-in-four race plausibly produces, a $50 lead costs $500 to $1,000 per booked job. Google Search on the same math is $303 to $455. That is why these sit in Tier 5.
18 to 21. Angi, Thumbtack, HomeAdvisor, Houzz Pro and the brokers. Angi runs $15 to $100 per lead with a membership on top. Thumbtack runs $10 to $50 with no subscription. HomeAdvisor adds a $287.99 annual fee, the figure the FTC put on the record. Houzz Pro advertising starts at $499 a month. Bark sells credits at $2.35 each and does not publish how many credits a lead costs.
They have one real use. They fill a brand-new calendar fast while your owned channels are still warming up. As a starter, fine. As your main source two years in, they cap your growth and never build an asset you keep.
The mistake that quietly wastes the most money
Most remodelers spend the most on the channels they rent and the least on the channels they own. That is backwards.
Look at what the fixed-cost channels actually cost. A $500 to $1,000 monthly SEO retainer buys 5 to 11 Google Search leads at $90.92. If that retainer produces more than 11 leads a month, it beat the ad account. If it produces 30, it beat it three times over, and you keep the rankings.
That is the trade. Rent a little to stay busy now. Build what you own so you are never at the mercy of a platform’s per-lead price again.
One remodeler shifted budget out of paid and into owned search and cut monthly ad spend while leads went up. The full breakdown is in our Google Ads vs SEO for remodelers piece.
Match the channel to the job you actually want
Cost per booked job is not the whole story. A channel that books $7,000 guest bath refreshes is not the channel that books $351,613 primary suite additions.
Job values below come from the 2025 Cost vs. Value Report, released by Zonda on September 18, 2025 across 115 US markets, and the 2026 US Houzz and Home Study, published April 22, 2026. Note there is no 2026 Cost vs Value Report yet. Anything citing one is wrong.
| Job type + typical value | Channels that feed it best |
|---|---|
| Small repairs + refreshes. Guest bath median $7,000. Professionally installed project average $7,800 | LSAs, marketplaces, Search Ads |
| Mid-size remodels. Bath midrange $26,138. Minor kitchen midrange $28,458. Houzz major kitchen median $55,000 | Local SEO, GBP, LSAs, reviews, referrals |
| Large + whole-home. Major kitchen midrange $82,793. Basement $52,012. ADU $166,406. Primary suite addition $170,517 | Organic SEO, referral partners, Meta + Pinterest visual, past-client referrals |
| Design-led + high-end. Upscale bath $81,612. Upscale major kitchen $164,104. Upscale primary suite addition $351,613. Houzz 90th percentile spend $150,000 | Referral partners, portfolio SEO, Pinterest, Houzz presence |
One trend worth acting on. Houzz reports median renovation spend flat at $20,000 in 2025, while the 90th percentile climbed 7% to $150,000. The top of the market is pulling away from the middle. That is an argument for owned and referral channels, where trust is already high and you are not fighting three other bids on price.
How to pick your first three channels
You do not run 21 channels. You run three or four that fit where your shop is right now.
Brand new or slow calendar. Start with LSAs at $54 a lead, Google Business Profile, and a referral ask system. Rent a little intent while you build the free stuff.
Steady but stuck. Move to local SEO, organic content, and a real reviews engine. Get past 20 reviews first, since 47% of consumers will not consider you below that. This is the stage where you stop renting every lead. See our 15 SEO strategies for remodeling companies.
Established and scaling. Layer referral partners, Meta or Pinterest for the big visual jobs, and database reactivation. Your cost per booked job should drop every year as owned channels carry more of the load.
For the Google-specific deep dive, we broke it down in how to get remodeling leads from Google.
How Eclipse Marketing helps remodelers
We only work with home remodeling companies. That focus is the whole point.
We will tell you to drop a channel that is not working, even one we could bill you for. If Angi is your cheapest source this quarter, we will say so. Note what we did on this page. We told you the marketplace math beats Google on the public numbers, then showed you why we think it does not hold.
The goal is the lowest cost per booked job for your shop, built on channels you own. Once it is built, it is yours to keep. We do not hold your site, your profile, or your content hostage.
Key takeaways
- Rank channels by cost per booked job, not cost per lead. Divide the lead price by your close rate.
- The real published figures: LSAs $54 a lead, Google Search $90.92, Meta $41.26, marketplaces $10 to $100.
- At a 20-30% close rate that is $180-$270 for LSAs, $303-$455 for Search, $138-$206 for Meta.
- Marketplaces look cheapest on sticker price. A lead sold to up to 4 contractors does not close at 20-30%.
- Only 6 of the 21 channels have a cost per lead solid enough to divide. Treat any post that prints a figure for all 21 with suspicion.
- Speed-to-lead is the cheapest lever you own. Going from 20% to 30% close rate saves $152 per booked job on Google Search alone.
- Organic SEO is slower than you have been told. 1.74% of new pages reach the top 10 inside a year.
- Match the channel to the ticket. Big jobs come from owned and referral sources.
Frequently asked questions
What is the best lead source for remodeling contractors?
The one with the lowest cost per booked job for your shop. On published data that is usually your owned channels, because they carry no media cost at all. Among paid channels, Google Local Services Ads at $54 a lead is the best value for most remodelers, since the intent is high and the lead is not resold.
How much does a remodeling lead cost in 2026?
There is no published figure for remodeling specifically. The closest is $90.92 per lead for the Home and Home Improvement category on Google Search Ads, from WordStream by LocaliQ’s 2026 benchmarks across 13,474 campaigns. Google LSAs average $54 across contractor trades. Meta runs $41.26. Shared-lead marketplaces sticker between $10 and $100.
Are Angi and Thumbtack worth it for remodelers?
As a starter to fill a new calendar, they can be. Long term the economics work against you, because a single lead goes to up to 4 contractors. Angi’s own filings show pro win rate rose nearly 30% after they stopped auto-matching in January 2025, which tells you what distribution breadth was doing to close rates.
How long does SEO take to generate remodeling leads?
Longer than most agencies say. Ahrefs found 1.74% of new pages reach a top 10 ranking within a year, and 72.9% of top-10 pages are over 3 years old. For the Map Pack there is no credible published timeline, so treat any specific promise as a sales number.
Why do my leads not convert even when volume is high?
Two common causes. The leads are shared and price shopping, or your follow-up is too slow. Fix response time first. Invoca measured 46% of home services phone leads converting during the call, which only happens if you answer it.
Should remodelers care about AI search and ChatGPT?
Yes. Homeowners now ask AI tools for contractor recommendations before they visit a site, and Seer Interactive measured organic click-through falling 61% on queries that show an AI Overview. The same reviews, schema and content that win Google feed AI answers. Here is how to earn AI citations.
How do I track which channel actually books jobs?
Call tracking plus a source field on every lead, then divide spend by booked jobs per channel each month. Without that you are guessing, and you will keep funding the loud channel instead of the profitable one.
Sources and method
Cost per booked job figures on this page divide a published cost per lead by a 20% to 30% close rate band, sourced from Hatch’s 2024 survey of 124 US home improvement call centers. That band is applied uniformly for comparison. It is not a measured per-channel close rate.
- WordStream by LocaliQ, 2026 Google Ads Benchmarks. May 19, 2026. 13,474 US search campaigns, April 2025 to March 2026. Figures are medians.
- WordStream by LocaliQ, 2025 Facebook Ads Benchmarks. September 15, 2025. 726 US lead campaigns.
- Focus Digital, Average Cost Per Lead on Facebook. July 23, 2025. 138 North American campaigns.
- SearchLight, Google Local Services Ads Cost Per Lead. February 2026. 888 contractors, 1,774 campaigns, $6.72M spend.
- Hatch, State of the Home Improvement Industry 2024. January 18, 2024. 124 US home improvement call centers.
- BrightLocal, Local Consumer Review Survey 2026. February 11, 2026. 1,002 US consumers.
- Whitespark, 2026 Local Search Ranking Factors. November 6, 2025. 47 local search experts, 187 factors.
- Ahrefs, How Long Does It Take To Rank In Google. Updated April 27, 2026. 1 million URLs crawled.
- SE Ranking, SEO Pricing Survey. Updated February 23, 2026. 260 agencies.
- Backlinko, SEO Pricing. Updated December 29, 2025. 300+ SEO professionals.
- Invoca, Call Conversion Industry Benchmarks 2025. June 10, 2025. 60M+ calls.
- Google, Local Services Ads badge changes and automated lead credits.
- Google, Local Services Ads migration to Performance Max.
- FTC, order requiring HomeAdvisor to pay up to $7.2 million. January 23, 2023.
- Angi Inc., Q1 2026 shareholder letter and Q3 2025 shareholder letter.
- Networx, Pay Per Lead. Lead distribution to up to 4 contractors.
- USPS Notice 123, Price List. Effective July 12, 2026. EDDM Retail $0.260 per piece.
- ANA, Response Rate Report 2023. February 22, 2024. 250 qualified responses.
- Pro Remodeler, 5 Home Improvement Pros Share Lead Gen Hits and Misses. September 6, 2024.
- Green, Krasno, Coppock, Farrer, Lenoir and Zingher, The Effects of Lawn Signs on Vote Outcomes. Electoral Studies, 2016.
- Schmitt, Skiera and Van den Bulte, Referral Programs and Customer Value. Journal of Marketing, January 2011.
- Zonda, 2025 Cost vs. Value Report. September 18, 2025. 28 projects across 115 US markets.
- 2026 US Houzz and Home Study. April 22, 2026. 20,358 respondents.
- Gupta Media, The True Cost of Social Media Ads. Updated October 2025.
- Nutshell, The Cost of Email Marketing. Updated May 13, 2026.
Want these numbers run against your own market?
Everything above is a published benchmark. Your numbers are the ones that decide where you spend.
Send us your cost per lead and close rate by channel and we will run the same math on your account, then name the three channels with the lowest cost per booked job for your shop.
Book a call with Eclipse Marketing and we will map it to your city and your average job value.
Written by Michael Vale, Eclipse Marketing. Michael has over 7 years of experience helping clients improve their business visibility on Google, and now focuses on where AI search and local search overlap. Eclipse Marketing does SEO and marketing for home remodeling companies.
