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Cost Per Lead Benchmarks Exterior Services (2026 Data)

Reading about it is step zero. Check whether your service area is still open: about a minute of questions, then you pick a time. What a home service marketing agency does.

TL;DR: Cost per lead (CPL) varies significantly by trade and channel in 2026. Google LSAs deliver $15 to $120 CPL depending on trade. Facebook ranges $30 to $100 cold, $12 to $35 retargeting. Organic (GBP + SEO) is effectively $0 after the website + content investment is amortized. Operators outside these ranges have either a website conversion problem (lead cost too high) or a tracking problem (lead cost suspiciously low).

Key takeaways

  • Google LSAs are typically the lowest-cost paid channel - $15 to $120 CPL depending on trade
  • Facebook ranges $30 to $70 cold, $12 to $35 retargeting (best for $250+ avg ticket)
  • Organic is effectively free after website + content investment is paid back
  • HomeAdvisor / Angi lead costs vary $20 to $200 but lead quality is typically poor

Cost per lead by trade and channel (2026)

Trade Google LSA Google Search Facebook cold Facebook retargeting
Turf cleaning $25 to $60 $40 to $80 $35 to $70 $15 to $30
Turf installation $30 to $80 $50 to $120 $40 to $100 $20 to $40
Pressure washing $20 to $50 $35 to $70 $30 to $65 $15 to $30
Soft washing $25 to $55 $40 to $80 $35 to $70 $15 to $30
Lawn care $15 to $45 $25 to $55 $30 to $60 $12 to $25
Lawn treatment $30 to $70 $40 to $90 $35 to $75 $15 to $30
Window cleaning $20 to $50 $30 to $65 $30 to $65 $15 to $30
Gutter cleaning $20 to $50 $30 to $65 $35 to $70 $15 to $30
Roof cleaning $40 to $90 $60 to $140 $50 to $120 $25 to $50
Landscape construction $50 to $120 $70 to $160 $50 to $120 $25 to $60
Tree services $35 to $90 $50 to $130 $45 to $110 $20 to $45
Hardscaping $40 to $120 $60 to $150 $50 to $120 $25 to $60
Concrete sealing $30 to $70 $45 to $90 $40 to $80 $20 to $40
Irrigation $25 to $70 $40 to $90 $40 to $80 $20 to $40
Fence installation $35 to $80 $50 to $110 $45 to $100 $20 to $45
Deck building $40 to $100 $55 to $130 $45 to $110 $20 to $50
Snow removal $25 to $60 $40 to $90 $35 to $75 $15 to $35
Outdoor lighting $50 to $120 $70 to $150 $40 to $100 $20 to $50
Holiday lighting $30 to $80 $50 to $120 $40 to $90 $20 to $45

What drives CPL variance within a trade

  1. Market competitiveness, major metros (LA, Phoenix, Dallas) typically 30 to 60% higher CPL than mid-sized cities
  2. Seasonality, peak season demand spikes CPL 50 to 100%; off-season drops 20 to 40%
  3. Quality score. 50+ reviews at 4.6+ stars can drop LSA CPL 30 to 50% vs 20 reviews at 4.5
  4. Website conversion rate, high-converting sites get better ad auction signals over time
  5. Conversion tracking quality. Google's algorithm optimizes better with more conversion data

Want a website that delivers leads at the lower end of these benchmarks? Our website design service ships custom service business sites at $2,499 one time, or $297 a month with conversion architecture that beats benchmark CPL. Or book a free strategy call.

How to know if your CPL is unhealthy

  • 2x the benchmark range for your trade and channel = website conversion problem
  • 3x the benchmark range = stop the campaign, fix the underlying issue
  • Below the benchmark range = likely tracking missing leads
  • Wildly variable month-to-month = need 30+ days of optimization data before judging

Frequently asked questions

Are these CPLs lead-to-quote or lead-to-close? Lead-to-inquiry. Lead-to-close ranges 2 to 5x higher depending on trade.

What's a "qualified" lead? Someone in your service area, in your service category, with realistic budget, not a tire-kicker. Most channels deliver 60 to 85% qualified leads.

Why is HomeAdvisor not in the table? Lead costs vary ($20 to $200) but quality is poor, typically 15 to 30% close rate vs 30 to 45% on direct channels.

Want CPL data from your specific market? /website-design includes conversion tracking + 90 days of data analysis. Or book a strategy call.

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