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What do Facebook & Instagram ads actually cost by trade in the US? Below are realistic 2026 ranges for cost per lead, and — more useful — the cost per booked job once you factor in a typical close rate. Ranges, not single numbers, because real costs vary by location, competition, and season. Free to cite (a link back is appreciated).
| Trade | Cost per lead | Avg job value | Typical close rate | Cost per booked job |
|---|---|---|---|---|
| General contractor / remodeling | $50 – $100 | $35,000 | 7% | $1,071 |
| Solar installer | $50 – $100 | $14,000 | 8% | $938 |
| Roofing | $28 – $62 | $9,000 | 22% | $205 |
| HVAC | $25 – $55 | $5,000 | 18% | $222 |
| Electrician | $30 – $60 | $3,000 | 18% | $250 |
| Landscaping / lawn care | $18 – $42 | $2,600 | 22% | $136 |
| Plumbing | $25 – $52 | $2,500 | 22% | $175 |
| Cleaning business | $18 – $40 | $2,000 | 22% | $132 |
| Dental / medical practice | $35 – $85 | $1,800 | 28% | $214 |
| Real estate agent | $15 – $45 | $10,000 | 3% | $1,000 |
| Gym / fitness studio | $12 – $30 | $600 | 20% | $105 |
Try it with your own numbers → free calculator
These are benchmark ranges compiled from typical 2026 US market data across ad platforms and agencies — not a proprietary survey, and not a promise. The single number that matters is the last column: cost per booked job (average cost per lead ÷ close rate). A $90 lead that closes 1-in-4 on a $9,000 roof is cheap; a $15 lead that never books is expensive. Use your own numbers to replace ours in the calculator linked below.
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