Electrical Contractor Marketing Benchmarks (2026)
Electricians carry the highest cost per click in home services ($12.18) — above even dentists — yet Local Services Ads stay remarkably cheap at $39 per lead. The spread is the opportunity: shops that lean on LSAs and convert their 9.08% click-to-lead rate into the 43.4% LSA booking rate run an 8.5x return on ad spend. The leak is almost never lead volume; it is response speed and booking.
Quick Answers
What is the average cost per lead for electricians?
$93.69 on Google Search Ads (the highest cost per click in home services at $12.18), but just $39 on Local Services Ads (SearchLight 2026).
What is a good close rate for electrical leads?
Electrical Local Services Ads leads book at about 43.4% on a $1,434 average ticket — an 8.5x return on ad spend for shops that respond fast.
Are Local Services Ads worth it for electricians?
Yes — at $39 per lead versus $93.69 on search, LSAs are the most cost-efficient paid channel for most electrical shops.
How much revenue is your shop leaking?
Drop in your real numbers. We'll compare them to the electrical benchmarks above and show your monthly leak — instantly, no email required.
Electrical Marketing Benchmarks 2026
Source: LocaliQ / WordStream 2025 · SearchLight Digital 2026 · Steph’s Books
| Metric | Benchmark | Notes |
|---|---|---|
| Avg. Cost Per Lead (Google Ads search) | $93.69 | Above the ~$70 Google Ads home-services average |
| Avg. Cost Per Lead (Local Services Ads) | $39 | Cheapest trade in the LSA dataset (112 accounts) |
| Avg. Cost Per Click (Google Ads) | $12.18 | Highest CPC of any home-services trade |
| Conversion Rate (click → lead) | 9.08% | Above the 7.52% Google Ads all-industry average |
| Booking / Close Rate (LSA leads) | 43.4% | Share of LSA leads booked into jobs |
| Avg. Job Value / Ticket (LSA-sourced) | $1,434 | Average ticket on jobs from electrical LSA leads |
| Net Profit Margin | 10%–18% | Best-run shops reach 20%–24% net |
Frequently Asked Questions
What is a good cost per lead for electricians?
Electrician Google Search Ads average $93.69 per lead, with the highest cost per click in home services at $12.18. Local Services Ads are far cheaper at about $39 per lead, making LSAs the most cost-efficient paid channel for most electrical shops.
What is a typical close rate for electrical leads?
Electrical Local Services Ads leads book into jobs at about 43.4%, on an average ticket of $1,434 — an 8.5x return on ad spend for shops that respond fast and follow up.
Benchmarks for Other Trades
Data Sources & Methodology
Electrical benchmarks compiled from primary research datasets, industry benchmark reports, and aggregate ad spend analysis. Updated June 2026.
- LocaliQ — 2025 Home Services Search Ad Benchmarks
- WordStream — 2025 Google Ads Benchmarks
- SearchLight Digital — Google LSA Cost Per Lead by Trade (2026)
- Steph’s Books — Electrical Contractor Profit Margins
Compiled by Ryan Goering, BaaDigi. Benchmarks represent industry averages — individual results vary by market, seasonality, and campaign quality. Use as directional guidance, not absolute targets.
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