Use LSA benchmarks to judge pay-per-lead efficiency for local services where call handling and lead quality matter as much as lead volume. Cost per lead, qualified-call rate, booked appointment rate, dispute rate, and local impression share.
Google Local Services Ads benchmarks for cost per lead, booked rate, call quality, dispute rate, and local service category performance.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Emergency home services | $42 CPL | $26 CPL | High-urgency calls with fast dispatch |
| Legal consultations | $115 CPL | $72 CPL | High-value case intake with strict qualification |
| Healthcare appointments | $64 CPL | $38 CPL | Local appointment demand with trust-heavy selection |
| Maintenance services | $36 CPL | $22 CPL | Recurring or lower-urgency booked work |
These top-level pages work best when they explain why benchmark ranges shift before a user drills into the narrower benchmark route.
| Driver | Impact |
|---|---|
| Review volume, rating quality, and Google Guarantee eligibility | Cost per lead, qualified-call rate, booked appointment rate, dispute rate, and local impression share. |
| Service area density and local auction competition | Cost per lead, qualified-call rate, booked appointment rate, dispute rate, and local impression share. |
| Call answer speed, dispatch availability, and intake quality | Cost per lead, qualified-call rate, booked appointment rate, dispute rate, and local impression share. |
| Dispute handling and whether reported leads are truly qualified | Cost per lead, qualified-call rate, booked appointment rate, dispute rate, and local impression share. |
Google Local Services Ads benchmarks for cost per lead, booked rate, call quality, dispute rate, and local service category performance.
Use LSA benchmarks to judge pay-per-lead efficiency for local services where call handling and lead quality matter as much as lead volume.
Use LSA benchmarks to judge pay-per-lead efficiency for local services where call handling and lead quality matter as much as lead volume.
Use LSA benchmarks to judge pay-per-lead efficiency for local services where call handling and lead quality matter as much as lead volume.
Use LSA benchmarks to judge pay-per-lead efficiency for local services where call handling and lead quality matter as much as lead volume.
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), Benchmarketing Platform Data (2023–2024). 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 the median range as the baseline, then compare against the top-quartile range once the campaign, audience, offer, and conversion event are similar enough to be meaningful.
Start with the benchmark focus, segment by intent and audience quality, then use the drivers and recommendations on this page to diagnose why performance is above or below the range.