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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 | $80 – $150 | $35,000 | 7% | $1,643 |
| Solar installer | $35 – $90 | $14,000 | 8% | $781 |
| Roofing | $40 – $90 | $9,000 | 22% | $295 |
| HVAC | $35 – $75 | $5,000 | 18% | $306 |
| Electrician | $50 – $90 | $3,000 | 18% | $389 |
| Landscaping / lawn care | $30 – $60 | $2,600 | 22% | $205 |
| Plumbing | $40 – $70 | $2,500 | 22% | $250 |
| Cleaning business | $25 – $55 | $2,000 | 22% | $182 |
| Dental / medical practice | $50 – $120 | $1,800 | 28% | $304 |
| Real estate agent | $20 – $70 | $10,000 | 3% | $1,500 |
| Gym / fitness studio | $15 – $40 | $600 | 20% | $138 |
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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