How Much Do Google Local Services Ads Cost?

How LSA pricing works

Google Local Services Ads charge per lead: a call, message, or booking request from a potential customer that’s related to your services. You don’t pay for clicks or impressions. You set a budget, and Google decides how many leads you get within it.

Google doesn’t publish a price list. Lead cost depends on your trade, your location, the type of job, the lead type, and how many other businesses are competing in your area. As LSA moves into Performance Max, bidding shifts to a campaign-level target cost per lead. See what’s changing.

What recent benchmarks show

Industry studies put the average home-services LSA lead somewhere around $50–$65 in 2026. One study of roughly 1,000 home-services businesses reported about $63 per unique lead. Trade ranges reported by agencies look roughly like this:

• Plumbing: often among the priciest of the everyday trades, around $35–$70 per lead
• HVAC: around $30–$70 per lead
• Electrical: around $40–$75 per lead
• Roofing and remodeling: much higher, often in the hundreds per lead

Treat these as directional. They come from agencies and vendors with different samples and methods, and your market can be well above or below them. Sources: Valley Marketing Group, WebFX.

Track cost per booked job, not cost per lead

A cheap lead nobody answers is expensive. A $60 lead that books 40% of the time costs $150 per booked job; the same lead booking 20% of the time costs $300. That’s why the biggest levers on LSA cost are usually after the lead arrives:

• Answer every call and message. Unanswered leads are pure waste, and as LSA moves into Google Ads, some missed calls during business hours may be billed. AI call answering closes that gap.
• Get credits for invalid leads. Spam and other invalid leads can be credited back. See how lead credits work now.
• Rate every lead. Lead feedback teaches Google which leads you want.
• Tighten your service area and job types so you aren’t paying for work you don’t want. See service area targeting.

Frequently asked questions