What your Google Ads spend is actually returning.

How This Calculator Works

The CPC benchmarks come from aggregated data across 800+ managed Google Ads accounts in US contractor markets. Market multipliers reflect real pricing differences between small, mid-size, and metro areas. The calculator models the full funnel from click to booked job, then applies landing page quality, ad scheduling, and negative keyword coverage as multipliers on top.

Why Cost Per Click Varies by Industry

Google Ads runs a real-time auction. When more contractors bid on the same keywords, CPC climbs. Roofing averages around $35 per click because roof replacements are high-ticket and competition is fierce. Carpet cleaning and house cleaning average $8 because ticket values are lower and fewer competitors chase the same terms.

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. Small and rural markets get the reverse benefit.

The Hidden Cost, Wasted Clicks Without Negative Keywords

Without negative keywords, your ads show for searches that will never convert. A plumber might pay $22 for someone searching "plumbing jobs near me" or "DIY plumbing repair." That click is pure waste. Comprehensive negative keyword lists typically cut wasted clicks by 25-35%.

• No negatives: expect 25-35% of clicks to be wasted.
• Basic list: filters the obvious terms, drops waste to 8-10%.
• Comprehensive: near-zero waste with 200+ industry-specific negatives.

Landing Page Quality Changes Everything

The same ad spend produces wildly 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 single clear action can hit 18-25%. That is the single biggest lever in the whole funnel.

Google Ads vs LSA, Which Should You Run?

LSA typically produces lower cost per lead and higher-intent calls. Google Ads gives you more control over targeting, ad copy, and keyword selection, and often pushes more volume. Most contractors we manage run both. Use our LSA ROI Calculator to see 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 for the first month, then monthly.
• Landing pages: send traffic to dedicated pages with a single CTA, not your homepage.
• Ad scheduling: run ads during peak intent windows, not 24/7.
• Call answer rate: missing calls kills ROI faster than any other lever. Staff phones or run an answering service during ad hours.
• Conversion tracking: set up call and form tracking so Google can optimize bids toward booked jobs, not just clicks.

Google Ads calculator: frequently asked questions

How much do Google Ads cost for contractors?

It depends on your trade and market. Cost per click for home service contractors commonly runs from roughly $5 to $40, and cost per lead from about $30 to $300, with emergency and high-ticket trades (HVAC replacement, roofing, water damage) at the higher end. This calculator estimates your numbers using industry CPL benchmarks so you can model a budget before you spend a dollar.

What is a good ROAS for Google Ads?

For contractors, a workable return on ad spend usually starts around 3x to 5x once you account for booked-job value, not just leads. Because a single won job can be worth thousands, even a modest lead-to-job conversion rate often produces a strong ROAS. The calculator estimates ROAS from your average job value and conversion assumptions, so you can see the break-even point before committing budget.

How is this different from the LSA cost calculator?

Google Ads charges per click and runs on keywords and landing pages, so this tool models clicks, click-to-lead rate, and ROAS. Local Services Ads charge per lead and show at the very top of search. If you want to model pay-per-lead economics instead, use the Google Local Services Ads cost calculator, or compare the two approaches in our Google Ads vs LSA guide.

Is this Google Ads calculator free?

Yes. It runs entirely in your browser with no signup, no account, and no API costs. Enter your budget, industry, and job value and it estimates clicks, leads, booked jobs, and ROAS instantly. Nothing you type leaves your device.