Jan 6, 2026
Google Ads Benchmarks for Home Improvement 2025
6.37%
CTR
$7.85
CPC
7.33%
CVR
$90.92
CPL/CPA
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Year-Over-Year Change
High CPC competition, moderate conversion
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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.
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.
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Data Source
WordStream/LocaliQ
Data Year & Month
2025-03
Sample Size
16,446 US campaigns