Data

Cost Per Lead Benchmarks for Contractors in MA, RI, CT, NH

What should a qualified lead actually cost? Real numbers, trade by trade, for New England.

June 2026 · 7 min read

"How much should I be paying per lead?" It's the #1 question contractors ask — and the one most agencies dodge. Here are real benchmarks for qualified leads in New England, trade by trade, updated for 2026.

What's a "Qualified Lead" in These Numbers?

These aren't clicks or impressions. A qualified lead = a phone call or form submission from someone with a real project, in your service area, with intent to hire. These numbers exclude spam, bots, and tire kickers.

Benchmarks by Trade

Roofing: $45-85 per qualified lead

High competition drives costs up. Emergency/storm leads on the higher end. Insurance restoration leads: $60-120. Best channels: Google Ads (60%), LSA (25%), organic SEO (15%).

Painting: $25-50 per qualified lead

Lower barrier to entry = more competition but lower keyword costs. Interior: $25-35. Exterior: $35-50. Best channels: Facebook/Instagram (40%), Google Ads (35%), Nextdoor (25%).

Landscaping: $20-40 per qualified lead

High volume, moderate competition. Spring/fall cleanup: $20-30. Design/build projects: $40-60. Best channels: Google Maps (50%), Facebook (30%), referrals (20%).

HVAC: $50-90 per qualified lead

Highest CPL due to emergency nature and competition. AC repair in summer: $70-120. Furnace in winter: $60-100. Planned maintenance: $30-50. Best channels: Google Ads (50%), LSA (30%), organic (20%).

Plumbing: $55-95 per qualified lead

Similar to HVAC — emergency-driven, high competition. Emergency calls: $80-130. Planned work: $35-55.

General Contracting / Remodeling: $60-120 per qualified lead

Highest CPL but highest ticket value. Kitchen remodel: $80-150 per lead at $30K+ avg job. Lower volume, higher value. ROI per lead is typically 5-10x.

Cleaning Services: $15-30 per qualified lead

Lowest CPL. High volume, review-dependent. Google Maps is the dominant channel at 60%+.

How to Lower Your Cost Per Lead

  1. Improve your landing page conversion rate. Going from 5% to 15% conversion cuts your CPL by 67%. This is the single highest-leverage fix.
  2. Target long-tail keywords. "Emergency roofer Worcester MA" costs less than "roofer" and converts better.
  3. Get more reviews. 4.5+ stars = higher click-through rate = lower cost per click = lower CPL.
  4. Answer calls live. Every voicemail is a wasted lead. 80% of callers who hit voicemail call your competitor next.

Want to Know Your Trade's CPL?

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