Google Ads Benchmarks for Home Improvement 2026
2026 Google Ads benchmarks for home improvement: CPC $8.33, CTR 6.47%, CVR 8.05%, CPL $90.92.
Updated July 2026.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 6.47% |
| CPC | $8.33 |
| CVR | 8.05% |
| CPL / CPA | $90.92 |
What the numbers mean
Home improvement carries one of the higher CPCs on Search at $8.33 and a $90.92 CPL, offset by solid project values. Conversion sits right around the Search average at 8.05%.
Year-over-year change
CPC and CPL remain near the top of the table; conversion rate steady.
What changed in 2026
High-ticket projects (roofing, HVAC, remodels) keep bids competitive. Local Services Ads continue to absorb a share of lead volume away from standard Search.
How to act on this
Separate high-value projects into their own campaigns with dedicated budgets. Use call tracking — home-improvement leads convert by phone far more than by form.
Source: LocaliQ/WordStream 2026 report, updated June 1, 2026 · 13,000+ US campaigns across 23 industries (blends Google + Microsoft Ads; data Apr 2025–Mar 2026). Notably, average CPL fell year over year for the first time in five years.