Estimate your cost per lead, leads per month, booked jobs, and ROAS before you spend a dollar on Google Local Services Ads. Built from real contractor data, no fluff.
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The CPL ranges are based on aggregated data from managed LSA accounts across US markets. Market multipliers reflect real pricing differences between rural, mid-size, and metro areas. Answer rate and booking rate defaults are conservative industry averages. Your actual performance may be better or worse.
Cost per lead tells you what you pay when the phone rings. Cost per booked job tells you what you pay when the job is on the schedule. Leads can be wrong numbers, out-of-area, or no-shows. Only booked jobs turn into revenue. If you optimize for CPL alone, you might be tempted to chase cheap leads that don't convert. Optimizing for cost per booked job keeps the focus on the number that actually moves the needle: how much you spend to put a paying customer on the calendar.
Once you know your real cost per booked job, you can decide whether to scale budget, improve answer rate, or invest in conversion (booking rate). The calculator above gives you a starting point; your LSA dashboard and CRM will give you the real numbers to act on.
For pest control, house cleaning, lawn care, and HVAC maintenance plans, the first job is only the beginning. A one-time $200 service that turns into a $60/month contract for two years is worth $1,640 in lifetime value, not $200. When you turn on "Recurring revenue" in the calculator, you're seeing how that LTV changes your effective return on ad spend.
Businesses with strong recurring revenue can afford to pay more per lead because each acquired customer pays back over time. If your model includes recurring revenue, use the LTV-adjusted ROAS to judge whether scaling LSA makes sense. See LSA for pest control and LSA for HVAC companies for industry-specific strategies.
There is no flat price. With Local Services Ads you pay per lead, not per click, and your cost per lead depends on your industry, your market, and how competitive the auction is. As a rough guide for mid-size US markets: HVAC and plumbing typically run about $25 to $80 per lead, roofing $35 to $100, electricians $35 to $85, and pest control or landscaping $20 to $55. Large, competitive metros usually cost around 1.3x those figures, while smaller and rural markets often run closer to 0.8x. For the full breakdown by trade, see how much Google LSA costs by industry. The calculator above turns these ranges into your actual numbers once you add your budget and average job value.
Unlike Google Ads, which charges per click, Local Services Ads charge a flat fee each time a customer contacts you through the ad by phone, message, or booking request. You set a weekly budget, Google fills it with leads, and you only pay for the contacts you actually receive. That is why the number that matters is not cost per click but cost per lead, and ultimately cost per booked job. If a lead is spam, a wrong number, or outside your service area, you can dispute it for a credit, which keeps your effective cost per lead honest. See how LSA lead credits work for details.
Local Services Ads and Google Ads are priced differently and tend to deliver different lead economics. LSA is pay-per-lead and sits at the very top of the results with the Google Guaranteed badge. Google Ads is pay-per-click and gives you more control over messaging and targeting. Most contractors get the lowest cost per booked job from LSA, then use Google Ads to capture the searches LSA does not. Switch this tool to "LSA vs Google Ads" mode above to compare the two side by side, and read the full comparison in Google Ads vs Local Services Ads for contractors.
Yes. This calculator is free, requires no signup, and runs entirely in your browser. Enter your industry, market, budget, and job value to estimate your cost per lead, booked jobs, and ROAS instantly.
It varies by industry and market. In mid-size US markets, HVAC and plumbing often run $25 to $80 per lead, roofing $35 to $100, electricians $35 to $85, and pest control or landscaping $20 to $55. Large metros cost roughly 1.3x; small or rural markets roughly 0.8x.
Per lead. LSA charges a flat fee each time a customer calls, messages, or books through your ad, not per click like Google Ads. You only pay for actual contacts, and you can dispute invalid leads for a credit.
Booked jobs = (Monthly budget / Cost per lead) x call answer rate x booking rate on answered calls. The calculator does this for you once you set your budget and conversion rates.
Cost per lead only tells you what you pay when the phone rings. Cost per booked job is what you pay when the job is on the schedule. Only booked jobs become revenue, so it is the truer measure of whether LSA pays for itself.
ROAS = monthly revenue from booked jobs / monthly LSA budget. For example, $10,000 of revenue on $2,000 of spend is a 5x ROAS. If you have recurring revenue, use the LTV-adjusted ROAS for a truer picture.
Start from your goal: decide how many booked jobs you want per month, multiply by your cost per booked job, and that is your budget. Most contractors start at $1,000 to $3,000 per month and scale once the cost per booked job proves out. Use the calculator to back into the right number.
Yes. Turn on "Recurring revenue" and enter your average monthly value per customer and typical retention. The calculator then shows customer lifetime value and LTV-adjusted ROAS, which is especially useful for pest control, lawn care, and HVAC maintenance plans.
Each link below opens this calculator with realistic budget and average-job-value defaults baked in for that trade and market. Tweak from there to match your numbers.
The calculator gives you a solid estimate. A real audit gives you exact numbers: what competitors in your area are spending, what CPL you should realistically expect, and what's holding back your lead volume right now.
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