Debut benchmarks · Canada · 2026

Contractor Marketing Statistics 2026: What Leads, Jobs and Reviews Cost in Canada

Name: Debut Contractor Benchmarks 2026
Creator: Debut Marketing
Published: 2026-09-29
License: https://creativecommons.org/licenses/by/4.0/

The numbers a Canadian contractor needs to plan marketing in 2026: what a lead and a booked job cost on Google, Local Services Ads and Facebook, how fast to call back, how many reviews to aim for and what a good website does. Debut Marketing's findings from our own campaigns and 25 industry studies, platforms and agencies, in Canadian dollars.

Evan Striemer Founder, Debut Marketing

Updated October 4, 2026
14 min read

The numbers most worth knowing

A Google Ads lead costs contractors about $121. The typical figure across six industry sources; by trade it runs from $84 for flooring to $258 for roofing.^1–19
About 4 in 10 leads book a job. The typical rate across studies, agencies and our own campaigns.^2,18,20–23 So a booked job from Google Ads costs about $290 in ad spend.
Local Services Ads and Facebook leads cost about $60. About half of a Google search lead.^{2,14,18,21,24–28}
A contractor click costs about $11. And about 8 in 100 clicks call or send a form.^{1,3,5–7,9,21,23,25,29–33}
Calling within 5 minutes makes a lead 8 times as likely to convert. And more than half of customers expect a reply within the hour.^34,35
45 Google reviews puts a BC construction company in the top quarter. The median has 28.³⁶ 68% of consumers won't use a business rated under 4 stars.³⁷
53% of mobile visitors leave a page that takes more than 3 seconds. And lead pages that load in 1 second convert 3 times as well as pages that take 5.^38,39
Canadian agencies suggest starting at $1,500 to $4,500 a month in ad spend. The typical range across six Canadian agencies' published advice.^{5,6,29,30,32,40}

Most marketing statistics come from one study, in US dollars, and each study measures something slightly different. So we did the legwork. We went through our own campaign numbers and the published figures of 25 industry studies, ad platforms and marketing agencies, 9 of them Canadian, and worked out the typical number for each question a contractor asks: what a click costs, what a lead costs, how many leads book, and what a booked job costs.

I've run Google and Facebook ads for contractors for more than five years, and these are the figures we plan client budgets with. The typical figure is the median, the middle of what the sources found, so one unusual study can't drag it around. Every source is credited under Sources at the bottom. You're welcome to use these numbers: please credit Debut Marketing and link to this page.

What does a Google Ads lead cost a contractor?

About $121, the typical figure across six industry sources, with the middle half between $108 and $145.^1–6 The click itself typically costs about $11.24.^{1,3,5–7,9,21,25,29–32} The trade matters more than anything else:

All of our research

Each study below is ours. Use them for the detail behind the numbers on this page:

Contractor website statistics 2026: what 750+ Canadian contractor websites show, and what turns visitors into calls
Contractor SEO statistics 2026: what 1,113 Canadian homeowners told us about finding a contractor
Google Ads cost per lead by trade: lead and booked-job costs in nine trades, with a calculator
Canadian home builder websites, scored: 153 builder websites tested on speed, contact, proof and Google
BC construction companies on Google: 99 Google profiles scored on reviews and accuracy
How many Google reviews a contractor needs: review targets by trade and region
Commercial contractors on Google: why commercial firms score lower
What contractor marketing costs: published prices from 69 agencies, service by service
Google Local Services Ads in Canada: eligible trades and what a lead costs here

A Google Ads lead costs $84 to $258, depending on the tradeWhat one lead (a call or form) from Google search ads typically costs, by trade. Canadian dollars.
Trade	Typical cost per lead (CAD)
Roofing	$258
General contracting and remodeling	$224
Plumbing	$218
Painting	$193
HVAC	$179
Concrete	$175
Electrical	$155
Landscaping	$123
All contractors	$121
Flooring	$84

Chart: Debut Marketing. Our analysis of 13 sources^1–19. Each figure is the median of every published cost per lead we found for that trade.

Each figure is the median of three to five sources. Here's how far apart the sources are for each trade:

The spread behind each figure: the lowest and highest published cost per lead in each tradeCost per lead from Google search ads: the range across the sources for each trade, with our typical figure. Canadian dollars.
Trade	Range across sources
Roofing (four sources)	$258 typical ($173 to $369)
General contracting and remodeling (three sources)	$224 typical ($70 to $232)
Plumbing (four sources)	$218 typical ($77 to $268)
Painting (three sources)	$193 typical ($91 to $243)
HVAC (five sources)	$179 typical ($90 to $320)
Concrete (three sources)	$175 typical ($150 to $232)
Electrical (four sources)	$155 typical ($64 to $219)
Landscaping (three sources)	$123 typical ($85 to $165)
Flooring (two sources)	$84 typical ($77 to $91)

Chart: Debut Marketing. Our analysis of 12 sources^3–5,7–19. Where sources disagree, plan with the typical figure and judge your own account by booked jobs.

A lead isn't a job. Out of 100 clicks, about 8 call or send a form, and about 4 in 10 of those leads book a job.^{1–3,5–7,9,18,20–23,33} Put that together with each trade's cost per lead and you get what a booked job costs in ads:

Out of 100 clicks, about 8 call or send a form. About 4 in 10 of those book a job.The contractor funnel on Google Ads: typical figures across published studies, agencies and our own campaigns.
Step	Typical figure
People who see a search ad and click it	6.4 in 100
Clicks that call or send a form	8 in 100
Leads that turn into a booked job	42 in 100

Chart: Debut Marketing. Our analysis of 11 sources and our own campaigns^{1–3,5–7,9,18,20–23,33}. Each line is a median: clicks from five published figures, calls and forms from 10, bookings from seven.

What Google Ads spend it takes to book one jobAd spend per booked job, by trade: the typical cost per lead divided by the share of leads that book (about 42 in 100). Canadian dollars, rounded to $10.
Trade	Ad spend per booked job (CAD)
Roofing	$620
General contracting and remodeling	$540
Plumbing	$520
Painting	$460
HVAC	$430
Concrete	$420
Electrical	$370
Landscaping	$290
Flooring	$280

Chart: Debut Marketing. Our analysis of 15 sources and our own campaigns^2–5,7–23. Flooring uses its own booking rate; the other trades use the contractor figure.

Are Local Services Ads cheaper?

Per lead, yes. A Local Services Ads lead typically costs about $59 across the six sources we checked, about half of a Google search lead.^{2,14,18,21,24,25} The jobs tend to be smaller, because these ads lean toward service and repair calls.

A Local Services Ads or Facebook lead costs about half of a Google search leadTypical cost per lead for contractors, by channel. Canadian dollars.
Channel	Typical cost per lead (CAD)
Google search ads (six sources)	$121
Local Services Ads (six sources)	$59
Facebook lead ads (four sources)	$61

Chart: Debut Marketing. Our analysis of 12 sources^{1–6,14,18,21,24–28}. Facebook leads are earlier in their decision, so they need faster follow-up before they book.

A Local Services Ads lead costs about $59Typical Local Services Ads cost per lead, with the range across sources. Canadian dollars.
Trade	Typical cost per lead	Range across sources
Plumbing	$80	$73 to $92
Electrical	$55	$49 to $60
All contractors	$59	$40 to $84

Chart: Debut Marketing. Our analysis of six sources^{2,14,18,21,24,25}.

What does a Facebook lead cost?

About $61 for a contractor or home services lead, the typical figure across four studies and ad platforms.^14,26–28 That's more than the average advertiser pays and about half of a Google lead. Facebook leads are earlier in their decision, so they need faster follow-up.

Contractors pay more per Facebook lead than the average advertiserFacebook lead ads: contractors and home services compared with all industries. Canadian dollars.
Measure	Contractors and home services	All industries
People who click, out of 100 who see the ad	2.1	2.7
Cost of each click	$2.98	$2.52
Clicks that turn into a lead, out of 100	5.9	8.5
Cost per lead	$61	$37

Chart: Debut Marketing. Our analysis of five sources^{14,26–28,41}. The all-industries cost per lead includes Canadian data.

What do flooring companies pay for leads?

Less than most trades. A flooring lead from Google typically costs about $84, and about 3 in 10 flooring leads book a job, based on flooring agencies' published figures and our own flooring campaigns.^18,19,22,23 That puts a booked flooring job at about $280 in ad spend, among the lowest of any trade we track.

Flooring: about $84 a lead and $280 a booked jobWhat flooring companies pay on Google Ads, from flooring agencies' published figures and our own flooring campaigns. Canadian dollars.
Measure	Typical figure	Based on
Cost per lead (a call or form)	$84	two flooring sources
Leads that book a job, out of 100	30 in 100	three figures, including our own campaigns
Ad spend per booked job	$280	Our math
Cost per lead, all contractors	$121	six industry sources

Chart: Debut Marketing. Our analysis of three sources and our own campaigns^18,19,22,23. Fewer sources publish flooring figures than other trades, so we'll update these as more come in.

How fast should you call a lead back?

Within 5 minutes. Every study we checked found the same thing, and customers expect it: more than half want a reply within the hour.³⁵ Most businesses are slower. In Harvard Business Review's audit the average response took 42 hours and 23% of companies never replied,⁴² and only about half of calls to home service businesses reach a person.²⁰

Call back within 5 minutes: five studies, the same answerWhat happens to a lead as the callback slows down, and what customers expect.
Study	What they measured	What they found
InsideSales.com, 2021	5.7 million leads at 400+ companies	Leads called within 5 minutes converted 8 times as often as leads called after 6 minutes or more.
MIT and InsideSales.com, 2007	15,000+ leads and 100,000+ calls	Calling within 5 minutes instead of 30 made reaching the person 100 times as likely and qualifying the lead 21 times as likely.
Harvard Business Review, 2011	2,241 US companies	Calling within an hour made qualifying the lead nearly 7 times as likely as calling an hour later. 23% of companies never called back.
Invoca, 2026	70 million+ calls to home service businesses	Only 52% of callers reached a person, and 55% of businesses didn't ask the caller to book.
Jobber, 2026	1,050 home service business owners	More than 55% of customers expect a reply within the hour, and 28% expect one right away.

Chart: Debut Marketing. Our analysis of five sources^{20,34,35,42,43}.

How many Google reviews do you need?

In BC construction, 45 puts you in the top quarter; the median company has 28.³⁶ The first five reviews make the biggest difference to a buyer,⁴⁴ and after that the rating, how recent they are and what they say decide the call.

Aim for 45 Google reviews: 54 in Metro Vancouver, 38 elsewhere in BCGoogle reviews at the median, the top quarter and the top 10% of BC construction companies.
Target	Metro Vancouver	Rest of BC
Typical company (median)	29	25
Top quarter	54	38
Top 10%	98	55

Chart: Debut Marketing. Our own data: Debut Trades Index³⁶. 99 BC construction companies on Google, September 29, 2026.

7 in 10 people won’t use a business rated under 4 starsWhat consumers do before they hire a local business, 2026.
What consumers do	Share of consumers
Read reviews before choosing a local business	97%
Expect the owner to reply to reviews	89%
Want reviews from the last three months	74%
Won’t use a business rated under 4 stars	68%
Have used ChatGPT or other AI tools to find one	45%
Won’t use a business rated under 4.5 stars	31%

Chart: Debut Marketing. Data: BrightLocal (2026)³⁷. 1,002 US consumers, surveyed in early 2026.

Grade your Google reviewsFor a BC contractor. Check your own Google profile against each line.
What to check	Good	OK	Needs work
Number of Google reviews	45 or more (top quarter in BC)	28 to 44 (the BC median and up)	Under 28
Star rating	4.5 or higher	4.0 to 4.4	Under 4.0
Newest review	In the last 2 weeks	In the last 3 months	Older than 3 months
Your replies	Every review	Some reviews	None
What reviews mention	Names, the timeline and the price	One of those	Only "great job"

Chart: Debut Marketing. Our analysis of three sources and our Debut Trades Index^35–37,44. Review counts are from 99 BC construction companies on Google. The rating, recency and reply bands follow what consumers say they look for: 68% won’t use a business under 4 stars, 74% want reviews from the last three months and 89% expect the owner to reply.

What makes a contractor website work?

Speed, a clear next step and a page for every service and area. 53% of mobile visitors leave a page that takes longer than 3 seconds to load,³⁸ and lead generation pages that load in 1 second convert 3 times as well as pages that take 5.³⁹ Most home service websites miss the basics: 43% don't list their service areas, 65% don't show their hours and 74% have no FAQs.³⁵ A contractor landing page typically turns about 8 in 100 ad clicks into a call or form.^{1,3,5–7,9,21,23,33} In our contractor website statistics, the average contractor website turns 3.7% of visitors into leads, and the top 10% turn 8.9%.

Here are five contractor websites we built, and what each one gets right. We loaded each homepage on a simulated mid-range phone over 4G on September 29, 2026.

Websites we built for clients. Checked September 29, 2026: homepages loaded on a simulated mid-range phone over 4G, with desktop checks for click-to-call, quote buttons and service pages.⁴⁵

Grade your own websiteOpen your homepage on your phone, on mobile data, and check each line.
What to check	Good	OK	Needs work
Time until the page shows	Under 2 seconds	2 to 3 seconds	Over 3 seconds
Phone number on a phone screen	Tap to call, top of the screen	On the page, not tappable	Hard to find
Quote or estimate button	Above the fold	Lower on the page	Only on a contact page
A page for each service and area	Every service and town you want more of	Some of them	One page for everything
Hours, service area and FAQs	All three on the site	One or two	None
Visitors who call or send a form	8 in 100 or more	5 to 7 in 100	Under 5 in 100

Chart: Debut Marketing. Our analysis of 11 sources and our own campaigns^{1,3,5–7,9,21,23,33,35,38,39,46}. 53% of mobile visitors leave a page that takes more than 3 seconds, and lead pages that load in 1 second convert 3 times as well as pages that take 5. Most home service businesses miss the basics: 43% don’t list their service areas, 65% don’t show their hours and 74% have no FAQs.

How many people use AI to find a contractor?

45% of consumers have used AI tools like ChatGPT to find a local business, up from 6% a year earlier.³⁷ Google's AI Overviews reach more than 2.5 billion people a month,⁴⁷ and ChatGPT has 900 million weekly users.⁴⁸ When Google shows an AI summary, people click about half as many regular results.⁴⁹

When Google shows an AI answer, people click about half as many linksWhat 900 US adults did on Google searches with and without an AI summary, March 2025. Out of every 100 visits.
What people did	No AI summary	AI summary shown
Clicked a regular search result	15	8
Ended their browsing session	16	26

Chart: Debut Marketing. Data: Pew Research Center (2025)⁴⁹.

How much should a contractor spend on ads?

The Canadian agencies we checked usually suggest starting at $1,500 to $4,500 a month in ad spend.^{5,6,29,30,32,40} Large companies spend 7.8% of revenue on marketing, in Gartner's survey of 401 marketing leaders.⁵⁰ Most contractors are nowhere near that size. The BC contractors we work with usually spend $1,500 to $5,000 a month all in, and healthy home service companies put 5 to 10% of revenue into marketing. What contractor marketing costs in BC breaks that down service by service.

Where are Canadian customers online?

On YouTube and Facebook. 95% of people in Canada are online, there are 33 million social media accounts, and Facebook ads can reach 24.6 million people.⁵¹

YouTube reaches 8 in 10 Canadians; Facebook ads reach 6 in 10People in Canada each platform can reach, late 2025, as a share of the population.
Platform	Share of Canada's population
YouTube (33.0 million)	82.1%
Facebook ads (24.6 million)	61.2%
Instagram ads (21.0 million)	52.2%

Chart: Debut Marketing. Data: DataReportal (2025)⁵¹.

Every figure in one table

Every statistic above: the typical figure, the average, the range across sources and how many sources it rests on. The same table is available as a CSV.

Every figure on this page, in one tableDebut Contractor Benchmarks 2026: the typical figure (median), the average and the range across sources. Canadian dollars where it's money.
Statistic	Typical	Average	Range	Based on
Google Ads: Cost per click, contractors	$11.24	$11.73	$4.95 to $26.00	11 sources^{1,3,5–7,9,21,25,29–32}
Google Ads: People who click, out of 100 who see the ad	6.4 in 100	7 in 100		2 sources and our own data^1,3,7,23
Google Ads: Clicks that call or send a form, out of 100	8 in 100	9.5 in 100		7 sources and our own data^{1,3,5–7,9,21,23,33}
Google Ads: Cost per lead, contractors	$121	$145	$83 to $294	6 sources^1–6
Google Ads: Leads that book a job, out of 100	41.7 in 100	39.1 in 100		5 sources and our own data^2,18,20–23
Google Ads: Ad spend per booked job, contractors	$290		Our math: cost per lead ÷ booking rate	10 sources and our own data^{1–6,18,20–23}
Google Ads: Cost per lead, roofing	$258	$265	$173 to $369	4 sources^3,4,7,8
Google Ads: Cost per lead, general contracting and remodeling	$224	$175	$70 to $232	3 sources^3,7,9
Google Ads: Cost per lead, plumbing	$218	$195	$77 to $268	4 sources^3,4,7,10
Google Ads: Cost per lead, painting	$193	$176	$91 to $243	3 sources^7,11,12
Google Ads: Cost per lead, HVAC	$179	$181	$90 to $320	5 sources^3–5,7,13
Google Ads: Cost per lead, concrete	$175	$185	$150 to $232	3 sources^7,14,15
Google Ads: Cost per lead, electrical	$155	$148	$64 to $219	4 sources^3,4,7,8
Google Ads: Cost per lead, landscaping	$123	$124	$85 to $165	3 sources^7,16,17
Google Ads: Cost per lead, flooring	$84	$84	$77 to $91	2 sources^18,19
Google Ads: Cost per click, roofing	$14.96	$22.02	$11.98 to $39.14	3 sources^3,7,21
Google Ads: Cost per click, plumbing	$13.08	$15.50	$5.09 to $30.75	4 sources^3,7,21,31
Google Ads: Cost per click, HVAC	$19.35	$22.58	$4.81 to $46.84	4 sources^3,7,21,33
Google Ads: Cost per click, electrical	$17.03	$14.25	$4.75 to $20.97	3 sources^3,7,21
Google Ads: Cost per click, landscaping	$12.01	$10.77	$5.10 to $13.98	4 sources^7,16,17,21
Local Services Ads: Cost per lead, contractors	$59	$62	$40 to $84	6 sources^{2,14,18,21,24,25}
Local Services Ads: Cost per lead, plumbing	$80	$82	$73 to $92	3 sources^2,21,24
Local Services Ads: Cost per lead, electrical	$55	$55	$49 to $60	3 sources^2,21,24
Facebook ads: Cost per lead, contractors and home services	$61	$57	$43 to $63	4 sources^14,26–28
Facebook ads: Cost per click, contractors and home services	$2.98	$2.98	$2.91 to $3.05	2 sources^26,27
Facebook ads: Cost per lead, all industries	$37	$37	$36 to $38	2 sources^26,41
Flooring: Leads that book a job, out of 100	30 in 100			2 sources and our own data^18,22,23
Flooring: Ad spend per booked job	$280		Our math: cost per lead ÷ booking rate	3 sources and our own data^18,19,22,23
Budgets: Monthly ad spend Canadian agencies suggest to start	$1,500 to $4,500			6 sources^{5,6,29,30,32,40}
Budgets: Marketing budget as a share of revenue, large companies	7.8% (7.7% in 2025)			1 source⁵⁰
Speed to lead: Conversion when called within 5 minutes vs later	8 times higher			1 source³⁴
Speed to lead: Odds of qualifying a lead, 5 vs 30 minutes	21 times higher			1 source⁴³
Speed to lead: Companies that never called a web lead back	23%			1 source⁴²
Speed to lead: Customers who expect a reply within the hour	More than 55%			1 source³⁵
Speed to lead: Callers to home service businesses who reach a person	52%			1 source²⁰
Reviews: Consumers who read reviews for local businesses	97%			1 source³⁷
Reviews: Won't use a business rated under 4 stars	68%			1 source³⁷
Reviews: Want reviews from the last three months	74%			1 source³⁷
Reviews: Expect the owner to reply	89%			1 source³⁷
Reviews: Purchase likelihood with 5 reviews vs none	270% higher			1 source⁴⁴
Reviews: Google reviews, median BC construction company	28			our own data³⁶
Reviews: Google reviews to reach the top quarter in BC	45 (54 in Metro Vancouver)			our own data³⁶
Websites: Mobile visitors who leave a page slower than 3 seconds	53%			1 source³⁸
Websites: Conversion of a 1-second page vs a 5-second page (lead generation)	3 times higher			1 source³⁹
Websites: Home service businesses that don't list service areas / hours / FAQs	43% / 65% / 74%			1 source³⁵
AI search: Consumers who have used AI tools to find a local business	45% (6% a year earlier)			1 source³⁷
AI search: Searches where people clicked a result, with vs without an AI summary	8 vs 15 in 100			1 source⁴⁹
Canada: People in Canada that Facebook ads can reach	24.6 million (61%)			1 source⁵¹
Canada: People in Canada on YouTube	33.0 million (82%)			1 source⁵¹

Chart: Debut Marketing. Our analysis of 36 sources and our own campaigns and our Debut Trades Index^{1–44,49–51}. Download every figure as a CSV: debut-contractor-benchmarks-2026.csv.

Work out your own cost per job

Pick your trade, then set your monthly ad budget, the share of leads you book and what an average job is worth. It starts from your trade's typical cost per lead in Canadian dollars.

Cost per booked job calculator

Your trade

Monthly ad budget $2,000 $500$10,000

Leads you turn into jobs 40% 10%60%

Average job value $5,000 $500$50,000

Leads a month 8 at $258 a lead

Booked jobs a month 3 $15,500 of work

Cost per booked job $645 in ad spend

Return on ad spend 7.8X job value ÷ ad spend

Starts from each trade's typical cost per lead in our 2026 benchmarks, in Canadian dollars.^3–5,7–19 About 42 in 100 contractor leads book a job,^2,18,20–23 so the booking rate starts at 40%. Return on ad spend counts the value of the booked jobs, not your profit.

Where to start

Pick the number that worries you most and check your own against it: your cost per lead, how fast you call back, your review count or how your homepage loads on your phone. Fix the cheapest one first. Callback speed and reviews cost almost nothing, and they move every other number on this page.

Questions contractors ask

Where do these contractor marketing statistics come from?

They're Debut Marketing's findings. We combined our own campaign data with the published figures of 25 industry studies, ad platforms and marketing agencies, 9 of them Canadian, and took the typical figure for each number. Every source is listed under Sources.

Are these figures Canadian?

The money is, and 9 of the sources are Canadian agencies and companies. Where a study was in US dollars, we converted it at the Bank of Canada's 2025 average. The review targets are from BC.

Can I use these statistics in my own article or presentation?

Yes. Please credit Debut Marketing and link to this page. There's a ready-made citation under "How we put this together", a link button under every chart, and a CSV of every figure.

How often is this page updated?

When the sources behind it publish new numbers, usually once or twice a year. The date at the top is the last update.

Glossary

Typical figure: The median: the middle of what the sources found. Half the sources are above it and half below, so one unusual study can't drag it around.
Cost per lead: Ad spend divided by the calls and forms it brought in.
Cost per booked job: Ad spend divided by the jobs that actually booked. Cost per lead divided by the share of leads that book.
Local Services Ads: Google's pay-per-lead ads with the Google Verified badge, shown above the search ads.

Methodology

Built from: Our own campaigns and 25 industry sources, 9 of them Canadian
Money: Canadian dollars, at the Bank of Canada's 2025 average
Report ID: DCB-2026-v1
Updated: September 30, 2026

How we worked out the numbers. These are Debut Marketing's 2026 findings. We went through our own Google Ads campaigns and the published figures of 25 industry studies, ad platforms and marketing agencies, 9 of them Canadian, and took the typical figure (the median) for each number. Every source is listed under Sources. Sources that only repeat another study were left out, ranges count at their midpoint, and US figures convert to Canadian dollars at the Bank of Canada's 2025 average ($1 USD = $1.3978 CAD).⁵² Our own campaigns count only toward click, lead and booking rates. Cost per booked job divides the cost per lead by the share of leads that book. The scorecards call a result Good when it matches or beats the typical figure and OK when it's up to 1.5 times worse.

Which sources count. Studies, ad platforms and agencies that publish figures from their own data or experience. A source that only repeats another study was left out, so nothing is counted twice. Where a source gives a range, we use its midpoint; where it covers several trades but gives no overall figure, its overall figure is the median of those trades.

Our own data. Click, lead and booking rates from Google Ads campaigns we run for BC contractors, including flooring and concrete, count as figures inside the medians and averages. They are never shown on their own, and no client is named.

Speed to lead, reviews and websites. These come from the individual studies named in each chart, and the review counts from the Debut Trades Index, 99 BC construction companies on September 29, 2026.

What benchmarks can't tell you. Your town, your offer, your reviews and how fast you call back move every number. Use these as a starting point and judge your own results by booked jobs.

Cite this report

Striemer, E. (2026, October 4). Contractor Marketing Statistics 2026: What Leads, Jobs and Reviews Cost in Canada. Debut Marketing. Report ID DCB-2026-v1. https://debutmarketing.ca/contractor-marketing-statistics

The numbers on this page are Debut Marketing's 2026 findings. We combined our own campaign data with the studies, ad platforms and agencies listed under Sources, took the typical figure for each number and put it in Canadian dollars. You're welcome to use them: please credit Debut Marketing and link to this page.

Download every figure (CSV)

Sources

1 LocaliQ (2026). Search Advertising Benchmarks for Every Industry (2026 data). US Google Ads campaigns; home and home improvement compared with all industries. US dollars.
2 SearchLight Digital (2026). Google Local Service Ads Benchmarks, February 2026. 888 US contractors, $6.72 million in Local Services Ads spend and 126,650 leads. The Google search comparison is January 2026: 816 contractors, $14.9 million in spend. US dollars.
3 AgencyAnalytics (2026). Google Ads Benchmarks by Industry. Medians from 150,000+ campaigns run by marketing agencies on the AgencyAnalytics platform.
4 99 Calls (2026). Best Home Service Niches for Google Ads in 2026. 100+ Google Ads campaigns and 2,600+ leads managed by 99 Calls in 2026.
5 SearchPod (North Vancouver and Toronto) (2026). How Much Do Google Ads Cost in Canada? (2026 Breakdown).
6 Consultus Digital (Toronto) (2026). How Much Do Google Ads Cost in Canada? 2026 Guide.
7 LocaliQ (2025). 2025 Home Services Search Ad Benchmarks. 3,211 US Google search campaigns, April 2024 to March 2025. Medians, US dollars.
8 SearchLight Digital (2026). Roofing Google Ads Cost Per Lead: 2026 Benchmarks. 15 US roofing contractors, January to March 2026, $347,421 in spend and 3,304 leads, with plumbing, HVAC and electrical for comparison. US dollars.
9 B&G Collective (2026). Google Ads for Remodelers: Real Costs From Live Accounts. Three remodeling accounts, February to July 2026.
10 SearchLight Digital (2026). Plumbing Google Ads Cost Per Lead. 524 US plumbing contractors, January to March 2026, $15.9 million in spend and 95,749 leads. US dollars.
11 99 Calls (2026). Google Ads Lead Costs for Painting Contractors in 2026. 1,272 leads and $231,489 USD in ad spend, 2024 to May 2026.
12 PaintingPPC (2026). How Much Do Google Ads Cost for Painters? The Real Math for 2026.
13 SearchLight Digital (2026). What Is a Good Cost Per Lead for HVAC Google Ads?. 816 US HVAC and plumbing contractors, January 2026, $14.88 million in spend and 143,008 leads. US dollars.
14 Richey Consulting (2026). How Much Does Concrete Contractor Advertising Cost? (2026 Benchmarks).
15 Concrete Internet Marketing (2026). Google Ads Cost for Concrete Contractors: Budgeting and ROI.
16 99 Calls (2026). Google Ads Lead Costs for Landscaping Services in 2026. 1,928 leads, January to July 2026.
17 Evergrow Marketing (2025). 2025 Landscaping and Lawn Care Google Ads Benchmarks. 61 landscaping and lawn care companies and $225,000 USD in Google search spend over 2024.
18 LeadsuiteNow (2026). Flooring Contractor Lead Generation: Strategies for More Installs in 2026.
19 MarketinGear. Google Ads Guide for Flooring Businesses.
20 Invoca (2026). Home Services Lead Conversion Benchmarks Report 2026. 70 million+ calls on the Invoca platform.
21 Watson & Co. Marketing (2026). Home Services Marketing Benchmarks 2026. $2.1 million USD in managed ad spend across 30+ home service clients, 2025 to 2026.
22 ResultCalls (2026). How to Run Paid Ads for Flooring Contractors and Get Leads.
23 Debut Marketing (2026). Our own Google Ads campaigns for contractors. Click, lead and booked-job rates from campaigns we run for BC contractors, 2025 to 2026, used only inside the averages and medians.
24 99 Calls (2026). Google LSA Cost Per Lead by Industry: 2025 vs. 2026. Local Services Ads campaigns managed by 99 Calls, April to June of each year.
25 Niagara Stands Out (Port Colborne, ON) (2026). Google Local Services Ads for Contractors: Pay-Per-Lead Guide (Canada 2026).
26 LocaliQ and WordStream (2026). Facebook Advertising Benchmarks (2026 data, with the 2025 edition for comparison). US Facebook lead campaigns: home improvement compared with all industries. US dollars.
27 TheeDigital (2026). 2026 Facebook Ads Benchmarks. Home services figures for 2025.
28 AdAmigo.ai (2026). Meta Ads Cost Per Lead Benchmarks by Industry (2026). Platform data, March 2025 to February 2026.
29 MarketingFlow (Toronto) (2026). How Much Do Google Ads Cost in Canada? A Complete 2026 Pricing Guide.
30 Brand Butter (Atlantic Canada) (2026). Google Ads in Canada 2026: Cost, CPC, and Strategy.
31 Playbook Digital (Oakville, ON) (2026). Google Ads for Plumbers: 2026 Cost and Strategy Guide.
32 Boomy Marketing (Toronto) (2026). Costs for Google Ads (2026).
33 99 Calls (2026). Google Ads Lead Costs for HVAC Services in 2026. HVAC campaigns managed by 99 Calls, January 2024 to June 2026.
34 InsideSales.com (2021). Lead Response Management 2021 (XANT). 5.7 million inbound leads and 55 million sales activities at 400+ companies, 2018 to 2020.
35 Jobber (2025). 2026 Home Service Trends Report. Survey of 1,050 home service business owners, December 2025.
36 Debut Marketing (2026). Debut Trades Index: Digital State of BC Construction Companies 2026. 99 BC construction companies in 20 markets, scored on their Google profiles on September 29, 2026.
37 BrightLocal (2026). Local Consumer Review Survey 2026. 1,002 US consumers, published February 2026.
38 Google (2016). The Need for Mobile Speed (DoubleClick study, as reported by Marketing Dive). Mobile site visits and load times.
39 Portent (2022). Site Speed is (Still) Impacting Your Conversion Rate. 14 lead generation and 6 ecommerce websites: 27,000+ landing pages and 100 million+ page views.
40 Little Dragon Media (Toronto) (2026). Canada's 2026 Google Ads Pricing and Costs Guide.
41 Superads (2026). Facebook Ads Cost Per Lead Benchmarks in Canada. Anonymized data from $3 billion+ in Facebook ad spend: all industries in Canada, September 2025 to August 2026.
42 Harvard Business Review (2011). The Short Life of Online Sales Leads, by James Oldroyd, Kristina McElheran and David Elkington. An audit of how 2,241 US companies answered a web lead.
43 MIT and InsideSales.com (2007). Lead Response Management Study, by Dr. James Oldroyd. Three years of call data from 6 companies: 15,000+ web leads and 100,000+ call attempts.
44 Spiegel Research Center, Northwestern University (2017). How Online Reviews Influence Sales. Purchase data compared by number of reviews and star rating.
45 Debut Marketing (2026). Website checks of five contractor websites we built. Homepages loaded on September 29, 2026 on a simulated mid-range phone over 4G (150 ms latency, 1.6 Mbps, 4x slower processor), plus a desktop check for click-to-call, quote buttons and service pages.
46 Unbounce (2024). Average landing page conversion rates (Q4 2024 data). 41,000 landing pages, 464 million visitors and 57 million conversions.
47 CNBC (2026). Google CEO Pichai: AI Overviews now has over 2.5 billion monthly users.
48 Search Engine Land (2026). OpenAI: ChatGPT now has 900 million weekly active users.
49 Pew Research Center (2025). Google users are less likely to click on links when an AI summary appears in the results. Browsing data from 900 US adults: 68,879 Google searches in March 2025.
50 Gartner (2026). 2026 CMO Spend Survey. 401 marketing leaders in North America and Europe, mostly at companies with more than $1 billion in revenue.
51 DataReportal (2025). Digital 2026: Canada. Canadian internet, social media and ad audience figures for late 2025.
52 Bank of Canada (2026). Annual exchange rates. The 2025 average, $1 USD = $1.3978 CAD, converts every US figure on this site.