Google Local Services ads are pay per lead. Depending on the vertical and market, the cost per lead can be anywhere from $5 to $90. Overall, the average cost per lead is around $21.
Average Cost Per Lead for Common Verticals
HVAC – $26
Plumber – $24
Electrician – $17
Garage Door – $19
Locksmith – $11
Carpet Cleaning – $21
House Cleaning – $19
For the most part, all businesses in the same market and vertical are charged the same amount for a lead. There are a few exceptions to this, maybe I’ll go into that more in a future post.
I compiled a list, that I believe to be accurate, showing the cost per lead for each market and vertical. I know that Google has raised the cost per lead for at least a couple of these, so some may be off slightly.
The default view shows the average cost per lead by vertical across all US markets that are currently up and running. Select a specific market to see its verticals and cost per lead: