Quote-request benchmarks matter in home services, insurance, local businesses, and consultative buying journeys where the user is actively asking for pricing or scope. Quote-request rate, cost per quote, booked follow-up rate, and close quality.
Use these labeled KPIs together instead of judging quote request 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 |
Quote-request rate, cost per quote, booked follow-up rate, and close quality.
| Conversion Type | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Quote Request | 5.2% | 4.1% | 7.9% | 1.8% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Pricing transparency and scope clarity |
| Urgency of the need and local competition |
| Follow-up speed after the request |
Quote-request benchmarks matter in home services, insurance, local businesses, and consultative buying journeys where the user is actively asking for pricing or scope.
Quote-request pages usually indicate stronger commercial intent than a generic contact form, but they depend heavily on pricing clarity and sales follow-up quality.
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.
Use quote-request rate with follow-up speed, booked consultation rate, and close quality so the page reflects real business value.
Because the user is asking for a more concrete commercial next step.