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Why we do not publish a per-lead figure
Cost per lead on Local Services Ads moves by trade, market, season and competition, and Google sets it dynamically. A figure published here in July would be wrong by October, and wrong in a direction nobody could predict.
Your account holds the real one. Average the last three months rather than taking a single month, because seasonal spikes raise demand and cost together.
Qualification rate
Most contractors have never measured what share of their LSA leads were qualified at all. It is the variable with the largest effect on the result above, and it usually gets entered as a guess.
Spend one month tagging every lead as qualified or not at the moment it comes in. The number is often lower than the impression left by the busy weeks, and it changes whether the channel pays.
Disputes
Google credits leads that are spam, outside your service area, or for work you do not do. The process exists, it works, and most contractors use it rarely because it happens at the end of a long day.
Make it a weekly habit rather than a month-end job. At a 5 to 10% dispute rate on a $3,000 budget that is real money returned every month, and the calculator above shows what it does to cost per booked job.
What LSAs do and do not do
Local Services Ads buy volume now. Organic search, map presence and AI answers compound over quarters and cost the same whether you get one call or forty.
A business that needs work this month is better served by the first. A business planning for next year is better served by the second. Running both and reporting them together is how the compounding one gets blamed for a bad month in the paid one.
Questions contractors ask
How much do Local Services Ads cost per lead?
It varies by trade, market, season and competition, and Google sets it dynamically. Any fixed figure published online is stale. Take the real one from your own account and enter it above.
Are LSAs cheaper than Google Ads?
Cheaper per contact, and sometimes more expensive per booked job. Your qualification rate decides which, which is why this calculator asks for it.
Can I get money back for bad leads?
Yes. Google runs a dispute process for spam, wrong-area and out-of-scope leads. Most contractors under-use it, and the credits are real money.
See what the engines say when nobody is paying
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