At a glance
1.14%
Avg CTR, home services Meta Ads
| Trade / Service | CTR | CPC | CPL | Notes |
|---|---|---|---|---|
| HVAC (Installation) | 1.44% | $2.44 | $16.90 | Seasonal peaks: summer AC, winter heating |
| HVAC (Repair/Service) | 1.84% | $1.84 | $10.00 | Emergency intent; respond to leads within 5 min |
| Plumbing (Emergency) | 1.94% | $1.44 | $7.40 | High urgency; lead form converts best for speed |
| Plumbing (Remodeling) | 1.24% | $2.24 | $18.10 | Video of past work increases CVR significantly |
| Roofing | 0.94% | $2.84 | $30.20 | High ticket; storm-event targeting spikes performance |
| Electrician | 1.34% | $1.94 | $14.50 | Panel upgrades and EV charger install trending |
| Landscaping / Lawn Care | 1.24% | $1.44 | $11.60 | Seasonal; spring push February–April |
| House Cleaning / Maid Service | 1.84% | $1.14 | $6.20 | Subscription model converts well; CPL vs. LTV is excellent |
| Pest Control | 1.44% | $1.84 | $12.80 | Seasonal; spring and summer push |
| Window Replacement | 0.84% | $3.24 | $38.60 | High ticket; before/after creative drives interest |
| Kitchen Remodel | 0.74% | $3.84 | $51.90 | Very high LTV; video showcase of completed projects |
| Bathroom Remodel | 0.84% | $3.44 | $41.00 | Photo carousels of transformations work well |
| Painting (Interior/Exterior) | 1.24% | $1.44 | $11.60 | Before/after content is the dominant creative format |
| Pool Service / Installation | 0.94% | $2.44 | $26.00 | Geography-sensitive; strong in warm climates |
| Solar Installation | 0.64% | $4.84 | $75.60 | High lead value; savings calculator ad format effective |
| Objective | CTR | CPL | Notes |
|---|---|---|---|
| Lead Gen (native form) | 1.44% | $9.40 | Best for emergency and repair; fastest lead response |
| Messenger (chat lead) | 0.94% | $14.80 | Works for estimate requests; requires fast response setup |
| Traffic (to booking page) | 1.14% | $28.40 | Best for subscription/recurring (cleaning, lawn, pest) |
| Call Ads | 1.84%* | $7.80 | *CTR = call rate; bypasses website; best for emergency trades |
| Retargeting (past visitors) | 2.84% | $6.40 | Highest ROI; small audience — supplement main campaigns |
| Lookalike (past customers) | 1.44% | $12.40 | 1–2% LAL from CRM; most scalable cold audience |
Visual transformation proof — most shared format in home services
Very High Video Testimonial (customer on camera)Trust-builder; 60–90s works on Facebook Feed
High Job Site Time-lapseShows process and craftsmanship; strong for remodeling
High Owner / Technician IntroLocal trust; "I'm Mike, I've served [city] for 15 years"
High Offer / Discount Highlight"$49 AC tune-up" converts volume; margin consideration
Medium Educational Tips (DIY or When-to-Call)Builds authority; retargets warm audience for paid service
Medium Stock Photo (generic)Avoid — low authenticity, high CPL
LowThese benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
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.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyYes — Meta is one of the most cost-effective lead generation channels for local home services, averaging $22 CPL vs. $42 for Google Ads in the same trades. The advantage: radius targeting lets you focus spend on your exact service area (5–15 miles), and homeowner demographics are well-represented on Facebook (35–65 age range). Optimal for building a consistent lead flow supplementing Google LSAs.
Home Services Industry Benchmarks
All-channel benchmarks for home services
Google Ads Home Services Benchmarks
Search and LSA benchmarks for home services
Meta Ads Lead Generation
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CPL Benchmarks
Cost per lead across all channels
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All Facebook & Instagram ad benchmarks
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Patient acquisition benchmarks
Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.
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Written by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024