Local-services benchmarks are driven by call behavior, map visibility, service urgency, geography, and appointment quality. Call rate, booked-appointment rate, cost per lead, and local pack conversion.
Use these labeled KPIs together instead of judging local services performance from one headline number. Conversion-sensitive metrics update when you change the conversion type above.
| Metric | Median | Top Quartile | What It Tells You |
|---|---|---|---|
| CTR | 2.4% | 4.1% | Creative and message-to-audience fit |
| CPC | $2.80 | $1.65 | Click acquisition efficiency |
| CVR | 3.4% | 6.2% | Landing-page and offer effectiveness |
| CPA | $82 | $45 | Cost to generate the selected conversion |
| CPM | $12.40 | $7.80 | Auction pressure and reach efficiency |
| ROAS | 3.1x | 5.2x | Revenue efficiency where purchase value is tracked |
Call rate, booked-appointment rate, cost per lead, and local pack conversion.
| Business Type | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Local Services | $49 | $39 | $24 | $86 |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| After-hours response coverage |
| Map-pack visibility and review profile strength |
| Seasonality and emergency intent patterns |
Local-services benchmarks are driven by call behavior, map visibility, service urgency, geography, and appointment quality.
Local benchmarks often outperform broad benchmarks on conversion rate, but operations and lead handling decide whether that efficiency becomes revenue.
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), AdLiftr Snapchat Ads Cost Benchmarks (2026), Ad Badger Amazon Advertising Benchmarks (2026). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
Because the user intent is immediate, but poor call handling or weak booking operations can erase the advantage quickly.
Strong local context, operational commentary, and market-specific depth, so it is not just a generic national figure.