# Debut Contractor Benchmarks 2026 (Report ID DCB-2026-v1), compiled by Debut Marketing from the studies listed. Money in Canadian dollars at the Bank of Canada's 2025 average ($1 USD = $1.3978 CAD). Credit Debut Marketing and link to https://debutmarketing.ca/contractor-marketing-statistics
area,statistic,debut_figure,based_on,source_urls
Google Ads,"Cost per lead, home services median",$127,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, all contractors (every search)",$145,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Google Ads,"Cost per lead, new customers only",$208,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Google Ads,"Cost per click, home services median",$10.97,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Leads per 100 clicks, home services median",7.3,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,Share of leads that become paying customers,22% (about 1 in 4.5),SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Google Ads,"Ad spend per paying customer, all searches",$660,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Google Ads,"Ad spend per paying customer, new customers only","$1,124",SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Google Ads,"Cost per lead, roofing and gutters",$319,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, doors and windows",$280,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, general contracting",$232,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, painting",$193,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, plumbing",$180,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, air conditioning",$179,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, landscaping",$165,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, electrical",$131,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, handyman",$76,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, pools and spas",$63,LocaliQ,https://localiq.com/blog/home-services-search-advertising-benchmarks/
Google Ads,"Cost per lead, roofing, new customers (SearchLight)",$173,SearchLight Digital,https://searchlightdigital.io/roofing-google-ads-cost-per-lead/
Google Ads,"Cost per lead, plumbing, new customers (SearchLight)",$256,SearchLight Digital,https://searchlightdigital.io/plumbing-google-ads-cost-per-lead/
Google Ads,"Cost per lead, HVAC, new customers (SearchLight)",$208,SearchLight Digital,https://searchlightdigital.io/what-is-a-good-cost-per-lead-for-hvac-google-ads/
Google Ads,"Cost per lead, electrical, new customers (SearchLight)",$179,SearchLight Digital,https://searchlightdigital.io/roofing-google-ads-cost-per-lead/
Local Services Ads,"Cost per lead, all contractors",$74,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Local Services Ads,Ad spend per paying customer,$326,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Local Services Ads,Leads that book an appointment,44 in 100,SearchLight Digital,https://searchlightdigital.io/google-local-service-ads-cost-per-lead/
Facebook ads,"Cost per lead, home improvement (2026)",$60,LocaliQ and WordStream,https://localiq.com/blog/facebook-advertising-benchmarks/
Facebook ads,"Cost per lead, home improvement (2025)",$58,LocaliQ and WordStream,https://localiq.com/blog/facebook-advertising-benchmarks/
Facebook ads,"Cost per click, home improvement",$3.05,LocaliQ and WordStream,https://localiq.com/blog/facebook-advertising-benchmarks/
Facebook ads,"Cost per lead, all industries",$38,LocaliQ and WordStream,https://localiq.com/blog/facebook-advertising-benchmarks/
Speed to lead,Conversion when called within 5 minutes vs later,8 times higher,InsideSales.com,https://www.insidesales.com/wp-content/uploads/2021/02/infographic_LeadRespMgmt2021.pdf
Speed to lead,"Odds of qualifying a lead, 5 vs 30 minutes",21 times higher,MIT and InsideSales.com,https://www.onecavo.com/wp-content/uploads/2015/11/MIT-InsideSales.com_Lead-Response-Management.pdf
Speed to lead,Companies that never called a web lead back,23%,Harvard Business Review,https://hbr.org/2011/03/the-short-life-of-online-sales-leads
Reviews,Consumers who read reviews for local businesses,97%,BrightLocal,https://www.brightlocal.com/research/local-consumer-review-survey/
Reviews,Won't use a business rated under 4 stars,68%,BrightLocal,https://www.brightlocal.com/research/local-consumer-review-survey/
Reviews,Want reviews from the last three months,74%,BrightLocal,https://www.brightlocal.com/research/local-consumer-review-survey/
Reviews,Expect the owner to reply,89%,BrightLocal,https://www.brightlocal.com/research/local-consumer-review-survey/
Reviews,Purchase likelihood with 5 reviews vs none,270% higher,"Spiegel Research Center, Northwestern University",https://spiegel.medill.northwestern.edu/how-online-reviews-influence-sales/
Reviews,"Google reviews, median BC construction company",28,Debut Marketing,https://debutmarketing.ca/state-of-bc-construction-2026
Reviews,Google reviews to reach the top quarter in BC,45 (54 in Metro Vancouver),Debut Marketing,https://debutmarketing.ca/state-of-bc-construction-2026
Websites,Mobile visitors who leave a page slower than 3 seconds,53%,Google,https://www.marketingdive.com/news/google-53-of-mobile-users-abandon-sites-that-take-over-3-seconds-to-load/426070/
Websites,Conversion of a 1-second page vs a 5-second page (lead generation),3 times higher,Portent,https://portent.com/blog/analytics/research-site-speed-hurting-everyones-revenue.htm
Websites,"Median landing page conversion, all industries",6.6 in 100 visitors,Unbounce,https://unbounce.com/average-conversion-rates-landing-pages/
AI search,Consumers who have used AI tools to find a local business,45% (6% a year earlier),BrightLocal,https://www.brightlocal.com/research/local-consumer-review-survey/
AI search,"Searches where people clicked a result, with vs without an AI summary",8 vs 15 in 100,Pew Research Center,https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
Budgets,"Marketing budget as a share of revenue, large companies",7.8% (7.7% in 2025),Gartner,https://www.businesswire.com/news/home/20260511321750/en/Gartner-2026-CMO-Spend-Survey-Finds-CMOs-Allocate-15.3-of-Marketing-Budgets-to-AI-but-Only-30-Are-Ready-to-Scale-AI-Capabilities
Canada,People in Canada that Facebook ads can reach,24.6 million (61%),DataReportal,https://datareportal.com/reports/digital-2026-canada
Canada,People in Canada on YouTube,33.0 million (82%),DataReportal,https://datareportal.com/reports/digital-2026-canada