The 2026 Cost Per Booked Job Report
What HVAC, plumbing, electrical and roofing contractors paid to put one job on the calendar in 2026, channel by channel, and the ticket that job has to clear before it earns anything.
- Built from public 2026 benchmarks covering more than $21 million in tracked home services ad spend.
- Cost per lead, book rate and cost per booked job for Local Services Ads, non-branded Google search and Meta.
- Nine pages, every number traced to a named source.
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Two next steps, in the order most contractors take them:
Find your price per booked job Check if your market is openThree findings from the report
Cost per lead is the number every ad platform reports. Cost per booked job is the number that decides whether the marketing paid for itself.
What a booked service job costs on non-branded Google search compared with Google Local Services Ads, across HVAC, plumbing and electrical.
Share of booked Local Services Ads appointments that became paying customers, by trade. Cost per paying customer runs close to double cost per booked job.
Cost of one paying roofing customer across Q1 2026 Google Ads, where 28% of leads booked and 28% of bookings paid.
What is inside
- Page 1Cost per lead is the wrong number to manageThe chain from lead to booked job to paying customer, and why the cheaper lead can cost more per job.
- Page 2All trades, all channelsOne table: cost per lead, book rate, cost per booked job and the ticket to clear for every trade and channel.
- Page 3HVACThe best Local Services Ads return of any trade, and the second-highest search prices.
- Page 4PlumbingThe highest book rate on Local Services Ads and the most expensive search leads, with drain and sewer broken out.
- Page 5ElectricalThe cheapest leads in the data, and why the small average ticket is the real constraint.
- Page 6RoofingLonger sales cycles and larger tickets, the seasonal price drop, and what open estimates are worth.
- Page 7Your maximum price per booked jobThe formula with a worked example, plus the three places booked jobs are won and lost.
- Page 8Sources and methodEvery dataset, sample size and date, and how each derived figure is calculated.
Where the numbers come from
Agency-managed 2026 samples with published methods. No figure in the report is estimated; derived numbers are calculated from the published inputs.