Cost Per Lead Benchmarks Exterior Services (2026 Data)
TL;DR: Cost per lead (CPL) varies significantly by trade and channel in 2026. Google LSAs deliver $15–$120 CPL depending on trade. Facebook ranges $30–$100 cold, $12–$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–$120 CPL depending on trade
- Facebook ranges $30–$70 cold, $12–$35 retargeting (best for $250+ avg ticket)
- Organic is effectively free after website + content investment is paid back
- HomeAdvisor / Angi lead costs vary $20–$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–$60 | $40–$80 | $35–$70 | $15–$30 |
| Turf installation | $30–$80 | $50–$120 | $40–$100 | $20–$40 |
| Pressure washing | $20–$50 | $35–$70 | $30–$65 | $15–$30 |
| Soft washing | $25–$55 | $40–$80 | $35–$70 | $15–$30 |
| Lawn care | $15–$45 | $25–$55 | $30–$60 | $12–$25 |
| Lawn treatment | $30–$70 | $40–$90 | $35–$75 | $15–$30 |
| Window cleaning | $20–$50 | $30–$65 | $30–$65 | $15–$30 |
| Gutter cleaning | $20–$50 | $30–$65 | $35–$70 | $15–$30 |
| Roof cleaning | $40–$90 | $60–$140 | $50–$120 | $25–$50 |
| Landscape construction | $50–$120 | $70–$160 | $50–$120 | $25–$60 |
| Tree services | $35–$90 | $50–$130 | $45–$110 | $20–$45 |
| Hardscaping | $40–$120 | $60–$150 | $50–$120 | $25–$60 |
| Concrete sealing | $30–$70 | $45–$90 | $40–$80 | $20–$40 |
| Irrigation | $25–$70 | $40–$90 | $40–$80 | $20–$40 |
| Fence installation | $35–$80 | $50–$110 | $45–$100 | $20–$45 |
| Deck building | $40–$100 | $55–$130 | $45–$110 | $20–$50 |
| Snow removal | $25–$60 | $40–$90 | $35–$75 | $15–$35 |
| Outdoor lighting | $50–$120 | $70–$150 | $40–$100 | $20–$50 |
| Holiday lighting | $30–$80 | $50–$120 | $40–$90 | $20–$45 |
What drives CPL variance within a trade
- Market competitiveness — major metros (LA, Phoenix, Dallas) typically 30–60% higher CPL than mid-sized cities
- Seasonality — peak season demand spikes CPL 50–100%; off-season drops 20–40%
- Quality score — 50+ reviews at 4.6+ stars can drop LSA CPL 30–50% vs 20 reviews at 4.5
- Website conversion rate — high-converting sites get better ad auction signals over time
- Conversion tracking quality — Google's algorithm optimizes better with more conversion data
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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 2–5x 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 60–85% qualified leads.
Why is HomeAdvisor not in the table? Lead costs vary ($20–$200) but quality is poor — typically 15–30% close rate vs 30–45% 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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