Facebook Lead Ads Benchmarks for Home Improvement — Latest Available Data (Checked July 2026)
Home Improvement Facebook: $41.26 CPL (55% cheaper than Google). Before/after visual content performs well.
Updated July 2026. Straight talk on the date: WordStream/LocaliQ has not published a 2026 Facebook edition — we checked on July 19, 2026. The figures below are from the 2025 study (data window April 2024 – June 2025), the newest credible segmented Meta lead-ads dataset. We'll refresh when the 2026 edition lands, expected August–October 2026.
Meta Ads · Leads
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 1.94% |
| CPC | $2.23 |
| CVR | 5.22% |
| CPL / CPA | $41.26 |
What the numbers mean
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.
Year-over-year change
55% cheaper than Google—strong for contractors
How to act on this
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.
Source: WordStream by LocaliQ, 2025 edition (726 US leads-objective campaigns, April 2024 – June 2025) — confirmed most recent edition as of July 19, 2026; no 2026 edition exists yet.