For home service businesses relying on Google Ads, understanding lead costs is crucial for budgeting and profitability. Last year, we tracked Google Ads lead costs month by month, across different home service industries. Now, we’re continuing this analysis into 2025!
If you followed our 2024 Lead Cost Report, you already know that lead prices fluctuate due to seasonality, competition, and economic factors. But what’s happening in 2025? Are costs rising, stabilizing, or becoming more unpredictable?
This ongoing report will provide fresh, month-by-month data on actual lead costs for home service businesses, helping you make better marketing decisions.
Air Duct Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$46
$71
$94
2025-02
$33
$67
$85
2025-03
$46
$72
$94
2025-04
$48
$69
$98
2025-05
$52
$74
$130
2025-06
$59
$80
$119
2025-07
$64
$78
$122
2025-08
$59
$74
$107
2025-09
$47
$80
$108
2025-10
$56
$72
$89
2025-11
$64
$82
$121
2025-12
$51
$74
$124
Appliance Repair
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$42
$48
$83
2025-02
$29
$45
$83
2025-03
$40
$48
$73
2025-04
$27
$51
$64
2025-05
$28
$52
$61
2025-06
$29
$59
$70
2025-07
$26
$39
$47
2025-08
$25
$40
$80
2025-09
$28
$61
$142
2025-10
$32
$53
$69
2025-11
$44
$58
$89
2025-12
$33
$66
$106
Bookkeeping
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$80
$100
$130
2025-02
$81
$101
$131
2025-03
$127
$159
$207
2025-04
$71
$89
$116
2025-05
$91
$114
$148
2025-06
$128
$160
$208
2025-07
$170
$184
$197
2025-08
$138
$164
$189
2025-09
$77
$77
$77
2025-10
$96
$120
$156
2025-11
$78
$108
$138
2025-12
$128
$128
$128
Cabinet Painting
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$159
$178
$197
2025-02
$194
$238
$283
2025-03
$246
$250
$253
2025-04
$130
$172
$213
2025-05
$159
$178
$197
2025-06
$224
$238
$253
2025-07
$156
$180
$203
2025-08
$181
$197
$213
2025-09
$157
$164
$170
2025-10
$165
$185
$205
2025-11
$201
$210
$218
2025-12
$110
$181
$252
Carpet Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$28
$50
$89
2025-02
$24
$52
$72
2025-03
$28
$56
$83
2025-04
$27
$50
$81
2025-05
$28
$50
$63
2025-06
$27
$48
$71
2025-07
$27
$42
$79
2025-08
$22
$43
$83
2025-09
$24
$43
$67
2025-10
$24
$43
$53
2025-11
$26
$45
$57
2025-12
$25
$40
$65
Chimney Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$42
$74
$170
2025-02
$41
$74
$155
2025-03
$47
$75
$110
2025-04
$51
$62
$85
2025-05
$38
$67
$115
2025-06
$49
$80
$113
2025-07
$41
$63
$165
2025-08
$40
$84
$113
2025-09
$40
$84
$120
2025-10
$55
$68
$98
2025-11
$54
$68
$86
2025-12
$47
$65
$121
Commercial Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$104
$242
$409
2025-02
$121
$175
$345
2025-03
$123
$201
$367
2025-04
$106
$178
$457
2025-05
$112
$205
$310
2025-06
$94
$180
$542
2025-07
$83
$197
$416
2025-08
$81
$168
$463
2025-09
$75
$164
$408
2025-10
$109
$175
$414
2025-11
$117
$228
$419
2025-12
$95
$154
$271
Electrical Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$110
$144
$178
2025-02
$110
$148
$166
2025-03
$102
$144
$205
2025-04
$84
$96
$204
2025-05
$105
$111
$165
2025-06
$60
$114
$219
2025-07
$98
$167
$222
2025-08
$89
$120
$168
2025-09
$88
$158
$285
2025-10
$96
$137
$197
2025-11
$106
$130
$152
2025-12
$108
$131
$176
Flooring Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$138
$173
$225
2025-02
–
–
–
2025-03
–
–
–
2025-04
$60
$96
$98
2025-05
$81
$101
$131
2025-06
$158
$197
$256
2025-07
$71
$73
$75
2025-08
$59
$59
$59
2025-09
$82
$103
$124
2025-10
$125
$126
$126
2025-11
$74
$80
$87
2025-12
$167
$192
$216
Gutter Cleaning Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$66
$82
$107
2025-02
–
–
–
2025-03
–
–
–
2025-04
–
–
–
2025-05
–
–
–
2025-06
–
–
–
2025-07
–
–
–
2025-08
–
–
–
2025-09
–
–
–
2025-10
–
–
–
2025-11
–
–
–
2025-12
–
–
–
HVAC
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$281
$290
$298
2025-02
$140
$158
$175
2025-03
$226
$229
$267
2025-04
$320
$447
$574
2025-05
$232
$297
$345
2025-06
$167
$282
$541
2025-07
$151
$221
$291
2025-08
$233
$403
$573
2025-09
$140
$194
$247
2025-10
$115
$144
$187
2025-11
$142
$178
$231
2025-12
$214
$267
$347
Handyman Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$42
$54
$67
2025-02
$45
$45
$45
2025-03
$66
$126
$185
2025-04
$71
$73
$75
2025-05
$23
$24
$25
2025-06
$35
$42
$48
2025-07
$66
$72
$77
2025-08
$96
$126
$157
2025-09
$78
$123
$168
2025-10
$32
$40
$52
2025-11
$31
$38
$44
2025-12
$52
$55
$58
Home Health Care
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$41
$51
$66
2025-02
$58
$116
$175
2025-03
$66
$79
$92
2025-04
–
–
–
2025-05
–
–
–
2025-06
–
–
–
2025-07
$68
$98
$128
2025-08
$61
$76
$99
2025-09
$66
$82
$107
2025-10
$49
$61
$79
2025-11
$50
$62
$81
2025-12
$54
$67
$87
House Cleaning Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$77
$99
$121
2025-02
$65
$76
$87
2025-03
$28
$52
$77
2025-04
$51
$67
$95
2025-05
$43
$72
$125
2025-06
$40
$54
$76
2025-07
$46
$74
$94
2025-08
$44
$72
$96
2025-09
$40
$72
$115
2025-10
$36
$67
$91
2025-11
$45
$86
$173
2025-12
$37
$68
$116
Insulation Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$20
$48
$77
2025-02
$38
$47
$213
2025-03
$43
$72
$122
2025-04
$43
$53
$71
2025-05
$20
$48
$157
2025-06
$74
$76
$119
2025-07
$65
$75
$85
2025-08
$84
$116
$148
2025-09
$26
$58
$89
2025-10
$91
$96
$101
2025-11
$115
$138
$161
2025-12
$70
$87
$113
Junk Removal Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$25
$32
$40
2025-02
$58
$73
$95
2025-03
$31
$45
$70
2025-04
$26
$43
$66
2025-05
$26
$40
$53
2025-06
$25
$50
$77
2025-07
$31
$40
$69
2025-08
$32
$60
$87
2025-09
$37
$56
$94
2025-10
$38
$53
$70
2025-11
$43
$55
$63
2025-12
$40
$46
$57
Landscaping Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$44
$115
$308
2025-02
$120
$120
$120
2025-03
$30
$59
$106
2025-04
$21
$84
$88
2025-05
$45
$61
$87
2025-06
$50
$59
$99
2025-07
$47
$84
$223
2025-08
$55
$67
$94
2025-09
$32
$62
$100
2025-10
$44
$69
$193
2025-11
$32
$50
$84
2025-12
$52
$136
$398
Masonry Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$91
$146
$288
2025-02
$133
$188
$347
2025-03
$80
$120
$162
2025-04
$56
$118
$234
2025-05
$95
$138
$245
2025-06
$54
$94
$158
2025-07
$72
$130
$240
2025-08
$59
$131
$212
2025-09
$61
$224
$295
2025-10
$73
$145
$199
2025-11
$80
$152
$222
2025-12
$95
$164
$382
Mobile Auto Detailing Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$52
$57
$62
2025-02
$18
$22
$29
2025-03
$14
$17
$22
2025-04
$33
$41
$53
2025-05
$9
$11
$29
2025-06
$12
$18
$36
2025-07
$12
$20
$53
2025-08
$14
$19
$21
2025-09
$24
$27
$32
2025-10
$21
$27
$33
2025-11
$22
$24
$26
2025-12
Mobile Mechanic
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$12
$12
$13
2025-02
$9
$12
$14
2025-03
$8
$10
$11
2025-04
$10
$11
$11
2025-05
$12
$12
$13
2025-06
$10
$11
$13
2025-07
$9
$13
$23
2025-08
$11
$12
$18
2025-09
$10
$12
$20
2025-10
$9
$10
$10
2025-11
$9
$9
$9
2025-12
$9
$11
$12
Mold Removal Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$69
$111
$209
2025-02
$61
$132
$268
2025-03
$81
$180
$237
2025-04
$78
$157
$255
2025-05
$133
$180
$276
2025-06
$91
$188
$501
2025-07
$87
$124
$217
2025-08
$104
$145
$204
2025-09
$115
$152
$230
2025-10
$136
$210
$399
2025-11
$130
$224
$347
2025-12
$124
$233
$259
Painting Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$114
$204
$340
2025-02
$55
$153
$220
2025-03
$99
$172
$250
2025-04
$86
$161
$240
2025-05
$60
$169
$240
2025-06
$68
$160
$239
2025-07
$56
$159
$263
2025-08
$109
$151
$209
2025-09
$90
$186
$453
2025-10
$98
$215
$315
2025-11
$104
$175
$241
2025-12
$113
$233
$512
Paving Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$80
$102
$122
2025-02
$55
$107
$231
2025-03
$42
$114
$166
2024-04
$81
$105
$178
2025-05
$105
$126
$136
2025-06
$88
$142
$166
2025-07
$85
$144
$152
2025-08
$66
$133
$143
2025-09
$50
$122
$181
2025-10
$64
$125
$192
2025-11
$84
$124
$158
2025-12
$52
$97
$120
Pest Control Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$121
$142
$164
2025-02
$92
$115
$150
2025-03
$153
$153
$153
2025-04
$69
$86
$112
2025-05
$70
$84
$87
2025-06
$83
$91
$99
2025-07
$89
$111
$144
2025-08
$89
$111
$144
2025-09
$95
$119
$155
2025-10
$87
$109
$142
2025-11
$157
$196
$255
2025-12
$102
$128
$166
Plumbing Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$166
$206
$511
2025-02
$107
$139
$183
2025-03
$67
$142
$216
2025-04
$171
$186
$687
2025-05
$122
$176
$569
2025-06
$82
$163
$304
2025-07
$98
$160
$261
2025-08
$181
$290
$456
2025-09
$118
$200
$243
2025-10
$210
$244
$342
2025-11
$109
$203
$319
2025-12
$151
$210
$272
Pool Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$86
$108
$140
2025-02
$120
$130
$140
2025-03
$131
$144
$156
2025-04
–
–
–
2025-05
–
–
–
2025-06
–
–
–
2025-07
$55
$69
$90
2025-08
$41
$51
$66
2025-09
–
–
–
2025-10
$22
$28
$36
2025-11
$79
$120
$160
2025-12
$66
$76
$87
Pressure Washing Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$37
$81
$96
2025-02
$72
$77
$148
2025-03
$79
$82
$125
2025-04
$62
$132
$203
2025-05
$94
$119
$122
2025-06
$46
$84
$176
2025-07
$45
$85
$258
2025-08
$97
$143
$307
2025-09
$64
$86
$110
2025-10
$43
$72
$533
2025-11
$104
$106
$133
2025-12
$54
$94
$109
Remodeling Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$100
$147
$278
2025-02
$129
$163
$248
2025-03
$147
$175
$286
2025-04
$84
$124
$239
2025-05
$141
$234
$315
2025-06
$73
$167
$362
2025-07
$110
$170
$479
2025-08
$98
$168
$276
2025-09
$83
$162
$612
2025-10
$129
$150
$397
2025-11
$151
$234
$325
2025-12
$123
$241
$337
Roofing Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$127
$309
$547
2025-02
$125
$184
$413
2025-03
$163
$251
$472
2025-04
$133
$278
$649
2025-05
$149
$246
$419
2025-06
$169
$252
$474
2025-07
$182
$267
$499
2025-08
$160
$257
$476
2025-09
$164
$257
$428
2025-10
$198
$302
$505
2025-11
$210
$323
$636
2025-12
$161
$260
$546
Siding Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$151
$204
$258
2025-02
$113
$113
$113
2025-03
–
–
–
2025-04
–
–
–
2025-05
$190
$238
$309
2025-06
–
–
–
2025-07
–
–
–
2025-08
–
–
–
2025-09
$1823
$2279
$2963
2025-10
–
–
–
2025-11
–
–
–
2025-12
–
–
–
Staffing Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$37
$46
$60
2025-02
$52
$65
$85
2025-03
$37
$46
$60
2025-04
$37
$46
$60
2025-05
$34
$42
$55
2025-06
$40
$50
$65
2025-07
$40
$50
$65
2025-08
$34
$42
$55
2025-09
$29
$36
$47
2025-10
–
–
–
2025-11
–
–
–
2025-12
–
–
–
Tree Services
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$74
$93
$121
2025-02
$150
$188
$244
2025-03
$94
$118
$153
2025-04
$86
$108
$140
2025-05
$70
$88
$114
2025-06
$87
$109
$142
2025-07
$104
$130
$169
2025-08
$35
$64
$94
2025-09
$32
$64
$73
2025-10
$91
$93
$95
2025-11
$72
$83
$94
2025-12
$96
$158
$220
Walk-In Tubs
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$302
$377
$490
2025-02
$378
$473
$615
2025-03
$163
$204
$265
2025-04
$317
$396
$515
2025-05
$237
$296
$385
2025-06
$225
$281
$365
2025-07
–
–
–
2025-08
–
–
–
2025-09
–
–
–
2025-10
–
–
–
2025-11
–
–
–
2025-12
–
–
–
Water Damage Restoration
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$245
$648
$1255
2025-02
$260
$405
$713
2025-03
$279
$464
$1129
2025-04
$204
$576
$918
2025-05
$284
$578
$1011
2025-06
$362
$536
$1024
2025-07
$291
$566
$1039
2025-08
$320
$606
$1430
2025-09
$296
$495
$1094
2025-10
$415
$591
$956
2025-11
$342
$584
$1390
2025-12
$372
$628
$1188
Water Filtration
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$131
$141
$151
2025-02
$17
$21
$27
2025-03
$134
$136
$348
2025-04
$127
$150
$173
2025-05
$122
$154
$174
2025-06
$111
$138
$169
2025-07
$138
$179
$232
2025-08
$117
$160
$194
2025-09
$122
$142
$220
2025-10
$141
$176
$519
2025-11
$185
$198
$318
2025-12
$114
$124
$464
Window Cleaning
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$78
$82
$86
2025-02
$68
$85
$111
2025-03
–
–
–
2025-04
–
–
–
2025-05
$47
$59
$77
2025-06
$65
$81
$105
2025-07
$92
$115
$150
2025-08
–
–
–
2025-09
–
–
–
2025-10
$142
$178
$231
2025-11
–
–
–
2025-12
–
–
–
Window Installation & Replacement
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$174
$226
$304
2025-02
$289
$490
$692
2025-03
$146
$228
$270
2025-04
$161
$236
$362
2025-05
$79
$159
$393
2025-06
$91
$157
$240
2025-07
$190
$202
$539
2025-08
$106
$251
$460
2025-09
$169
$192
$220
2025-10
$247
$296
$573
2025-11
$189
$244
$260
2025-12
$192
$217
$339
Window Tinting
Month
Lead Cost – 10th Percentile
Lead Cost – 50th Percentile
Lead Cost – 90th Percentile
2025-01
$139
$174
$226
2025-02
$148
$185
$241
2025-03
$123
$154
$200
2025-04
$121
$151
$196
2025-05
$92
$115
$150
2025-06
$126
$158
$205
2025-07
$83
$104
$135
2025-08
$98
$122
$159
2025-09
$133
$166
$216
2025-10
$102
$128
$166
2025-11
$98
$123
$160
2025-12
$113
$141
$183
Key Takeaways
Typically Google Ads lead costs in January tend to be on the higher side due to factors like increased competition from businesses ramping up their marketing efforts for the new year. However, based on trends from previous years, we anticipate lead costs to gradually decrease in the coming months as demand stabilizes.
This ongoing report will continue tracking lead prices, providing valuable insights to help you optimize your ad spend. Stay tuned for next month’s update, and if you’re looking for ways to lower your cost per lead, now is the time to refine your targeting and bidding strategies.
Need help improving your lead generation results? Contact 99 Calls today!
