See your estimated Google LSA cost per lead, monthly leads, booked jobs, revenue, and profit by trade and market, before you spend a dollar.
Four quick inputs. Fine-tune the details anytime.
Your estimate
For All home services in an average market
Estimated Google LSA cost per lead
Typical range $40 - $75 per valid lead
At $750/week, plan on about 43 leads and 15 booked jobs a month.
| Low | High | |
| Total ad spend | $39,108 | $39,108 |
| Total jobs won | 173 | 416 |
| Total revenue | $259K | $624K |
| Total profit | $78K | $241K |
No signup. A planning estimate from public 2026 benchmarks.
Quick answer
tl;dr: Google Local Services Ads are priced per valid lead, and the price changes by trade, location, lead type, budget, and profile quality. Most home service trades land in a broad planning range of about $30 to $80 per lead in 2026, with roofing and competitive metros higher. The number that actually matters is not cost per lead, it is your cost per booked job after credits, response time, and close rate.
How billing works
Google Local Services Ads are pay per lead, not pay per click. You are charged for valid leads, which Google says can include phone calls, messages, voicemails, callback requests, and booking requests where supported. If a lead is clearly invalid, you can dispute it for a credit.
Google also uses an average weekly budget. Your spend can run above that weekly average in a busy week, but over the month it stays inside a monthly max.
Monthly max = average weekly budget × 30.4 ÷ 7
A $750 weekly budget works out to roughly a $3,257 monthly max before any account-specific limits. The calculator above uses that same formula so your estimate matches how Google actually bills.
Cost drivers
Google does not hand every advertiser one fixed price. Use these six factors to sense-check the calculator before you set a budget.
Emergency, high-ticket, and competitive services usually cost more per lead than routine work.
Location moves the price. A dense metro behaves very differently from a smaller market.
Google says message leads are often priced lower than phone leads, though not always.
Your weekly budget and local demand decide how many leads you can actually get.
Ratings, review count, photos, verification, and response behavior all factor into ranking.
Some trades swing hard by month. Roofing, HVAC, and pest control move with the weather.
Benchmarks
These are public planning anchors from 2026 industry research, not official Google price sheets. Use them as a starting point, then adjust for your own market and lead mix.
| Trade | Point benchmark | Planning range | Notes |
|---|---|---|---|
| All home services | $53 | $30 - $80 | A useful default when you are not sure where your trade lands. |
| HVAC | $51 | $25 - $80 | Sits near the middle of the home-service set in recent benchmarks. |
| Plumbing | $57 | $40 - $75 | Urgent jobs and local competition can lift it above electrical. |
| Electrical | $39 | $25 - $80 | Lower point benchmark, with wide local market swings. |
| Roofing | $79 | $60 - $130 | Higher project value and seasonal demand push roofing up. |
| Garage door | $49 | $26 - $53 | A lower middle range than roofing in recent data. |
| Pest control | n/a | $20 - $60 | Treat as a planning range, not a Google quote. |
After the lead arrives
A $55 LSA lead is cheap if it books a $1,500 job. It is expensive if nobody answers the phone, the follow-up never happens, or the Google source gets lost in your CRM. The contractors who win with Local Services Ads are not the ones paying the least per lead, they are the ones turning the most leads into booked work.
That is the part we run for you. Home Service Direct manages Local Services Ads end to end, from profile setup and verification support to bidding, budget, and lead disputes, and we track cost per booked job, not just cost per lead. When Google is not the whole answer, we layer in Google Ads, local SEO, and retargeting so your pipeline does not live or die on one channel. Every lead is exclusive to your business and the work is month to month, with no long-term contract.
Safe caveats
Related tools
Use these together. This page helps you budget Google LSA cost. The others help you see the return once the leads start coming in.
Sources
Google docs supply the billing mechanics; public 2026 research supplies the planning ranges. Check the source pages before treating any number as current for your exact market.
FAQ
We set up, verify, and manage your Local Services Ads, dispute bad leads, and track every booked job. Exclusive leads, month to month, no long-term contracts.
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