What is a good cost per lead for a local service business?

For a local service business in Canada/US, a good cost per lead (CPL) typically ranges from under $100, with many falling between $40-$70, especially when leveraging platforms like Google Local Service Ads (LSA) or optimized Meta (Facebook) Ads. For instance, LSA CPLs for home services average around $53, with electrical leads as low as $39 and HVAC around $51.

To optimize your CPL, focus on refining your target audience and improving ad quality with clear calls to action. Prioritize high-intent keywords in your paid campaigns and ensure your landing pages are optimized for conversions. Leverage remarketing campaigns, which can achieve CPLs 50-70% lower than cold traffic. Remember that lead quality often outweighs quantity;