Meta Ads vs Google Ads for Home Services
Google Ads reaches people searching for a contractor. Meta reaches people scrolling. Lead prices differ, and so does what those leads book. See the table for each channel's benchmark, source and period.
Takeaways
- SearchLight (February 2026): Google Ads averaged $104 per lead and $472 per paying customer blended.
- Non-branded Google Ads campaigns averaged $149 per lead and $804 per paying customer in the same data.
- The gap between cost per lead and cost per paying customer is large. Compare channels on cost per booked job, not lead price alone.
- Benchmarks come from different sources with different samples. Check each source and period in the table before comparing.
Source: https://searchlightdigital.io/google-local-service-ads-cost-per-lead/ ↗
| Channel | Cost per lead | Cost per booked job / paying customer | Period & source |
|---|---|---|---|
| Meta (Facebook) Ads | $42.95 medianWordStream Facebook Ads Benchmarks 2026 (lead campaigns, medians) · Apr 2025 – Jun 2026 ↗ | Not published | WordStream Facebook Ads Benchmarks 2026 (lead campaigns, medians) · Apr 2025 – Jun 2026 ↗ |
| Google Search Ads | $90.92 averageWordStream/LocaliQ 2026 Search Advertising Benchmarks · Apr 2025 – Mar 2026 ↗ | Not published | WordStream/LocaliQ 2026 Search Advertising Benchmarks · Apr 2025 – Mar 2026 ↗ |
Cost per booked job / paying customer represents paying customers in these sources. The sources may use different definitions of a lead.