What does a Google call
actually cost you?
Pick your trade. See what contractors like you pay per click, per lead, and per booked job on Google Ads and Local Services Ads. Then see how much of that spend goes to calls you never answer.
Your setup
Most contractors spend $1,500 - $5,000/mo
Industry average: 27%. Solo operators: 40-50%.
Plumbing · Google Ads benchmarks
Avg cost per click
$10.49
Avg cost per lead
$140
Click-to-lead rate
7.6%
Lead-to-job close rate
18%
Source: SearchLight Digital, LocaliQ (2025-2026)
What your budget buys
But here's the problem
You paid Google for these calls. Then you didn't answer them.
Total waste per year
wasted ad spend + lost revenue from unanswered calls*
*Revenue lost = missed calls x close rate x avg job value. 85% of callers who hit voicemail never call back (Invoca). 67% call a competitor instead. All figures are estimates based on industry benchmarks.
The fix
Your ads are already working.
You're just not picking up the phone.
For $299/mo, an AI receptionist answers every call you miss. It knows your business, captures the lead, and texts you the details. Google doesn't refund you for missed calls. But you can stop missing them.
1.4x return on your $299/mo
What to do next
Average Google Ads cost per lead by trade
Based on $14.88M+ in tracked contractor ad spend across 800+ businesses. Data from SearchLight Digital and LocaliQ, 2025-2026.
CPC = cost per click. CPL = cost per lead (phone call or form). LSA = Local Services Ads. Sources: SearchLight Digital, LocaliQ, PPC Chief
Google Ads vs Local Services Ads
Two ways to buy calls from Google. Different pricing, different lead quality.
Google Ads (Search)
- • Pay per click (not per lead)
- • Average $5 - $15 per click for contractors
- • 5-10% of clicks become leads
- • Higher cost per lead ($80 - $230)
- • Full control over targeting and copy
- • Better for brand building and specific services
Local Services Ads
- • Pay per lead (not per click)
- • Average $30 - $80 per lead
- • Higher intent leads (Google Guaranteed badge)
- • Lower cost per lead than search ads
- • Less control over which leads you get
- • Can dispute bad leads for refund
The hidden cost: missed calls from Google Ads
You're paying Google to make your phone ring. But if nobody answers, you paid for nothing. Google doesn't refund you for calls you missed.
Stop paying for calls you don't answer.
Your Google Ads cost $139 per call. Your Turnkey Dispatch plan costs $299/mo total. Do the math.
First month free. No contracts. Cancel anytime.
Disclaimer: This calculator is for informational purposes only. Cost-per-click, cost-per-lead, and close rate figures are industry benchmarks from published sources and may not reflect your specific market, campaign quality, or business. Actual Google Ads costs vary based on location, competition, Quality Score, and bid strategy. Consult with a PPC professional for campaign-specific advice.
Last updated: May 2026
Frequently asked questions
What is a good cost per lead for contractor Google Ads? +
It depends on the trade. Electricians average $39 per lead on LSA and $128 on Google Ads. HVAC averages $51 (LSA) and $104 (Google Ads). Plumbing is $57 (LSA) and $140 (Google Ads). Roofing is higher at $65 (LSA) and $124 (Google Ads). The real metric to watch is cost per booked job, not cost per lead. A $140 lead that closes at 40% costs you $350/job. A $57 lead that closes at 20% costs you $285/job.
How much should a contractor spend on Google Ads? +
Most successful contractors spend 5-12% of revenue on Google Ads. For a $500K/year business, that's $2,000-$5,000/month. Small-market contractors can start with $1,000-$1,500/month. Metro areas often need $2,500-$5,000/month to compete. The key is tracking ROI on every dollar. If you're generating $5+ in revenue per $1 spent, you can justify increasing budget.
Are Google Local Services Ads worth it for contractors? +
For most contractors, yes. LSA leads cost significantly less than traditional Google Ads leads ($30-$80 vs $80-$230). The Google Guaranteed badge builds trust. You only pay for actual leads, not clicks. And you can dispute bad leads for a refund. The downside: less control over which leads you get, and the leads tend to be price-sensitive. SearchLight Digital data shows an average 7.84x ROAS across all trades on LSA.
What percentage of Google Ads budget is wasted? +
There are two types of waste. Campaign waste (bad keywords, poor targeting) varies wildly by how well the ads are managed. But there's a hidden waste most contractors overlook: missed calls. If 27% of your ad-generated calls go unanswered (the industry average), and 85% of those callers never call back, you're wasting roughly a quarter of your ad spend on calls that never convert because nobody picked up the phone.
How do I stop wasting money on Google Ads? +
Two things matter most. First, optimize your campaigns: use negative keywords, target the right service areas, and track which keywords generate actual jobs (not just clicks). Second, and this is the part most contractors miss: answer every call your ads generate. If you're spending $2,500/mo to make your phone ring and missing 27% of those calls, you're throwing away $675/mo in ad spend before accounting for lost revenue. An answering service or AI receptionist pays for itself immediately.