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.
The Ad Spend
Use Google Ads Benchmarks for Home Improvement 2026 as shared language for account reviews—not as an isolated dashboard label. The Ad Spend keeps account changes, performance movement, and decision context in one reviewable record, so paid-media decisions remain explainable after the dashboard changes. See Product overview.