Jan 6, 2026
Facebook Lead Ads Benchmarks for Home Improvement 2025
1.94%
CTR
$2.23
CPC
5.22%
CVR
$41.26
CPL/CPA
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Year-Over-Year Change
55% cheaper than Google—strong for contractors
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Home improvement Facebook leads cost $41.26—55% cheaper than Google's $90.92 CPL. Visual before/after content performs well on social, and homeowners browse Facebook more than they search Google for non-urgent improvements. For contractors finding Google too expensive, Facebook offers a viable alternative. The 5.22% CVR is moderate, suggesting room for improvement with better creative and targeting. Project-type segmentation helps match the right contractors with the right leads.
Test Facebook at $41.26 CPL vs Google's $90.92—55% savings justify testing. Before/after visual content drives engagement. Segment by project type: remodeling, roofing, HVAC have different audiences. Use video testimonials and project walkthroughs. Seasonal timing matters—spring demand spikes.
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Data Source
WordStream
Data Year & Month
2025-06
Sample Size
726 campaigns