Know Exactly What Your
Google Ads Budget Will Return

How This Calculator Works

The CPC benchmarks are based on aggregated data from managed Google Ads accounts across US contractor markets. Market multipliers reflect pricing differences between small, mid-size, and metro areas. The calculator models the full funnel from click to booked job, accounting for landing page quality, ad scheduling, and negative keyword coverage.

Why Google Ads Cost Per Click Varies by Industry

Google Ads uses a real-time auction. When more contractors bid on the same keywords, CPC goes up. Roofing keywords average around $35 per click because roof replacements are high-ticket jobs and competition is fierce. Carpet cleaning and house cleaning average $8 per click because ticket values are lower.

Market size compounds this effect. A plumber in San Francisco pays roughly 25% more per click than the same search in a mid-size city.

The Hidden Cost: Wasted Clicks Without Negative Keywords

Without negative keywords, your ads show for irrelevant searches. A plumber might pay $22 for someone searching "plumbing jobs near me" or "DIY plumbing repair." That click will never become a customer. Comprehensive negative keyword lists typically reduce wasted clicks by 25-35%.

• No negative keywords: Expect 25-35% of clicks to be wasted
• Basic list: Filters obvious terms, reduces waste to 8-10%
• Comprehensive list: Near-zero waste with 200+ industry-specific negatives

Landing Page Quality Changes Everything

The same ad spend produces dramatically different results depending on where you send traffic. A basic website might convert 5-8% of clicks. An optimized landing page with trust signals and a clear single action can hit 18-25%.

Google Ads vs LSA: Which Should You Use?

LSA typically produces lower cost per lead and higher-intent calls. Google Ads gives you more control over targeting, ad copy, and keyword selection. Many contractors run both. Use our LSA ROI Calculator to compare what the same budget would produce through Local Services Ads.

How to Improve Your Google Ads Economics

• Negative keywords: Build and maintain a comprehensive list. Review search terms weekly.
• Landing pages: Send traffic to dedicated pages with a single CTA, not your homepage.
• Ad scheduling: Run ads during peak hours when customers are most likely to call and book.
• Call answer rate: Missing calls kills ROI. Staff phones or use an answering service during ad hours.
• Conversion tracking: Set up call and form tracking so Google can optimize bids toward leads.