If you’re running Google Ads for a painting business, one of the biggest questions is:
“What should my cost per lead actually be?”
This page breaks down real performance data from home service businesses across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Home Services | 12 | $439,676.30 | 9,102,734.00 | 84,492.00 | 12,619.42 | 0.93% | 14.94% | $5.20 | $34.84 | $0.00 | 0 | 3 |
| 2024 | Home Services | 16 | $520,689.17 | 34,912,438 | 142,943 | 27707 | 0.40% | 19.40% | $3.64 | $18.79 | $186,874.01 | 35.89% | 0 |
| 2025 | Home Services | 20 | $291,819.03 | 12,989,566 | 100,733 | 32,371.64 | 0.80% | 32.10% | $2.90 | $9.01 | $128,019.80 | 44% | 1 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Home Services | Cross-network | $14,559.24 | 28,770.00 | 5,633,007.00 | 8,345.57 | $13,419.67 | 0.51% | 29.01% | $0.51 | $1.74 |
| 2023 | Home Services | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Home Services | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Home Services | Google Display Network | $488.43 | 1,111.00 | 116,021.00 | 5.00 | $5.00 | 0.96% | 0.45% | $0.44 | $97.69 |
| 2023 | Home Services | Google Search | $388,097.90 | 33,223.00 | 409,656.00 | 3,126.39 | $22,117.29 | 8.11% | 9.41% | $11.68 | $124.14 |
| 2023 | Home Services | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Home Services | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Home Services | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Home Services | Search partners | $18,297.00 | 6,432.00 | 82,699.00 | 133.00 | $3,458.00 | 7.78% | 2.07% | $2.84 | $137.57 |
| 2023 | Home Services | YouTube | $0.11 | 2.00 | 19.00 | 0.00 | $0.00 | 10.53% | 0.00% | $0.06 | inf |
| 2024 | Home Services | Cross-network | $57,730.27 | 74,344.00 | 26,151,743.00 | 21,692.57 | $105,430.70 | 0.28% | 29.18% | $0.78 | $2.66 |
| 2024 | Home Services | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Home Services | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Home Services | Google Display Network | $35,827.33 | 13,759.00 | 3,775,939.00 | 356.00 | $7,568.00 | 0.36% | 2.59% | $2.60 | $100.64 |
| 2024 | Home Services | Google Search | $395,458.10 | 34,267.00 | 472,320.00 | 2,747.21 | $64,315.04 | 7.26% | 8.02% | $11.54 | $143.95 |
| 2024 | Home Services | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Home Services | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Home Services | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Home Services | Search partners | $25,408.32 | 7,505.00 | 55,891.00 | 248.00 | $6,655.00 | 13.43% | 3.30% | $3.39 | $102.45 |
| 2024 | Home Services | YouTube | $774.63 | 2,487.00 | 74,264.00 | 66.00 | $330.00 | 3.35% | 2.65% | $0.31 | $11.74 |
| 2025 | Home Services | Cross-network | $80,893.13 | 52,562.00 | 11,316,301.00 | 20,023.80 | $98,036.71 | 0.46% | 38.10% | $1.54 | $4.04 |
| 2025 | Home Services | Discover | $292.91 | 218.00 | 11,220.00 | 0.00 | $0.00 | 1.94% | 0.00% | $1.34 | inf |
| 2025 | Home Services | Gmail | $2.12 | 1.00 | 259.00 | 0.00 | $0.00 | 0.39% | 0.00% | $2.12 | inf |
| 2025 | Home Services | Google Display Network | $1,327.18 | 3,079.00 | 134,899.00 | 0.00 | $0.00 | 2.28% | 0.00% | $0.43 | inf |
| 2025 | Home Services | Google Search | $200,600.00 | 23,885.00 | 330,919.00 | 1,493.85 | $19,129.11 | 7.22% | 6.25% | $8.40 | $134.28 |
| 2025 | Home Services | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Home Services | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Home Services | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Home Services | Search partners | $2,599.97 | 1,040.00 | 11,459.00 | 9.00 | $9.00 | 9.08% | 0.87% | $2.50 | $288.89 |
| 2025 | Home Services | YouTube | $6,103.71 | 19,948.00 | 1,184,509.00 | 10,844.99 | $10,844.99 | 1.68% | 54.37% | $0.31 | $0.56 |
Home services campaigns remain heavily driven by Search intent, with other networks playing a supporting role in reinforcing visibility and capturing users earlier in the decision process
One of the biggest shifts in your dataset:
This shows that optimization matters more than rising costs.
Across all years:
Especially for:
Unlike painting, home services show:
Meaning:
Many home service businesses struggle with:
Which makes tracking and filtering critical.
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
