The most common question we get is: “What should I be paying for a lead?” The answer, as always, is “it depends”, but that doesn't mean we don't have data.

The Short Answer

For Australian service businesses in 2025, a qualified lead from Google Search typically costs between $25 and $250 depending on your trade, while Meta (Facebook and Instagram) leads tend to run cheaper at roughly $10 to $120. High-value, high-competition trades like roofing and HVAC sit at the top of those ranges, and lower-ticket recurring services like cleaning sit at the bottom. The number that actually matters, though, isn't cost per lead, it's your customer acquisition cost once close rates are factored in.

Lead vs. Click

Before we look at the numbers, we need to define a lead. For us, a lead is a qualified inquiry: someone who has filled out a form with their details or called your business directly. It is NOT just a “click” on your website.

2025 Industry Benchmarks

These numbers are based on over $500k in managed ad spend across our client base in Australia and the US. Note that these are averages; highly competitive metro areas (like Sydney or Los Angeles) will be on the higher end.

Google Ads vs. Meta Ads

Why is Google Search usually more expensive? Intent.

When someone searches for “emergency plumber near me,” they have a problem right now. They are ready to buy. When someone sees an ad on Facebook for “bathroom renovations,” they might be interested, but they aren't necessarily in a hurry.

Google Ads leads usually close at a higher rate (20–40%), while Meta Ads leads require more nurturing but offer a lower cost-of-entry and higher volume.

The CPL Trap

Focusing solely on CPL is a mistake. What matters is your Customer Acquisition Cost (CAC).

If Lead Source A costs $50/lead and closes at 10%, your CAC is $500. If Lead Source B costs $100/lead and closes at 30%, your CAC is $333. Source B is the better investment, even though the leads “cost more.”

How to Lower Your CPL

If your costs are significantly higher than the benchmarks above, the problem is usually one of three things:

Conclusion

Benchmarks are a guide, not a rule. Your unique location, reputation, and offer will move these numbers. The only way to know your real CPL is to run a controlled test for 90 days with professional tracking in place.

Frequently Asked Questions

What is a good cost per lead for tradies in Australia?

It depends heavily on the trade. As a rough guide, electrical and cleaning leads from Google Search land around $25 to $65, plumbing around $45 to $85, and high-ticket trades like HVAC and roofing anywhere from $60 to $250. Meta leads typically come in cheaper but need more nurturing. If your numbers sit inside those ranges and your leads are closing, your CPL is healthy.

Are Google leads or Facebook leads better value?

Neither is universally better, they do different jobs. Google captures people actively searching for your service right now, so leads cost more but close at higher rates of 20 to 40 percent. Facebook and Instagram reach people earlier, so leads are cheaper and higher in volume but require follow-up to convert. The best service businesses run both and judge each on customer acquisition cost, not headline lead price.

Why is my cost per lead so high?

Usually one of three things: a landing page that isn't converting the traffic you're paying for, tracking that counts clicks or spam as leads, or a bidding setup that lets Google spend your budget on irrelevant search terms. Fix the landing page and tracking first, because those tend to move the number the most.

Wondering whether your cost per lead is actually competitive for your trade? Send us your current numbers and on a quick call we'll benchmark your CPL and close rate against real data from your industry, then pinpoint exactly where your money is leaking. Get your CPL benchmarked.