How much do Google Ads cost for electricians?
Electricians and electrical contractors paid a median $12.18 per click and $93.69 per lead on Google search ads in LocaliQ’s data from April 2024 to March 2025 campaigns. Local Services Ads leads cost less, at $39 per electrical lead in SearchLight Digital’s February 2026 benchmark. Management is a separate cost, usually a percentage of ad spend, a flat monthly fee or an hourly rate.
Google Ads costs an electrical contractor two things: ad spend paid to Google and a fee to whoever manages the account. This page covers both with published benchmarks. Search ad figures come from campaigns that ran in 2024 and 2025, and most Local Services Ads figures from 2026.
Cost per click and cost per lead on search ads
LocaliQ’s home services search benchmarks cover 3,211 US search campaigns on Google and Microsoft Bing that ran from April 1, 2024 to March 21, 2025 (page updated July 15, 2026). Its averages are medians. For electricians and electrical contractors the median cost per click was $12.18, second highest of 16 home services categories after painting at $13.74. The median cost per lead was $93.69.
| Metric | Electricians and electrical contractors | All home services |
|---|---|---|
| Click through rate | 5.15% | 6.37% |
| Cost per click | $12.18 | $7.85 |
| Conversion rate | 9.08% | 7.33% |
| Cost per lead | $93.69 | $90.92 |
Electricians paid more per click than the home services median but converted more of those clicks, so their cost per lead landed close to the home services figure.
Conversion rate
LocaliQ’s electrician conversion rate of 9.08% is above the home services median of 7.33%. LocaliQ also reported that conversion rate fell year over year for 10 of its 16 home services categories.
For newer data, WordStream’s 2026 Google Ads benchmarks (13,474 US search campaigns, April 1, 2025 to March 31, 2026) put Home and Home Improvement at an 8.05% conversion rate, an $8.33 cost per click and a $90.92 cost per lead, against 8.18%, $5.42 and $66.69 across all industries. WordStream does not report electricians separately.
A conversion rate is only as good as what it counts. If spam form fills or short calls count as conversions, the rate rises while booked jobs do not. Our guide to electrical Google Ads waste covers tracking and search term cleanup.
Local Services Ads cost per lead for electricians
With Local Services Ads you only pay when a customer gets in touch from your ad, not per click, and the ad shows a Google Verified badge once Google has verified the business.
SearchLight Digital’s February 2026 benchmark tracked $6.72 million in Local Services Ads spend across 888 contractors. Electrical was the cheapest trade at $39 per lead, from 112 accounts and $335K in spend, with a 43.4% book rate, a $1,434 average ticket and an 8.52x closed return on ad spend.
99 Calls, which publishes data from the campaigns it manages, reports $35.70 for January to March 2026, $43.15 for April to June 2026 (up from $28.58 a year earlier) and $39.22 for July to September 2026.
| Source | Period | Electrical cost per lead | Sample |
|---|---|---|---|
| SearchLight Digital | February 2026 | $39 | 112 electrical accounts |
| 99 Calls | April to June 2025 | $28.58 | 99 Calls client accounts |
| 99 Calls | January to March 2026 | $35.70 | 3,367 leads across all trades |
| 99 Calls | April to June 2026 | $43.15 | 99 Calls client accounts |
| 99 Calls | July to September 2026 | $39.22 | 108 accounts across all trades |
The Media Captain reported in 2025 that businesses typically get 6% to 7% of Local Services Ads spend back in credits for unqualified leads. SearchLight’s figures are gross spend before credits.
Management is also changing. Google’s transition page says Local Services Ads are moving into Google Ads as Performance Max campaigns with pay-per-lead goals, starting August 2026 with select US home service advertisers, electrical included, and finishing in 2027. Weekly budgets become daily budgets and manual bidding ends. Ads still show only on Search and Maps, you still pay per lead, and the Google Verified badge carries over.
How electricians compare with other trades
In these datasets electrical leads cost less than HVAC, plumbing and roofing leads on both channels. The search figures are medians from campaigns that ran in 2024 and 2025. The Local Services Ads figures are from February 2026 unless noted.
| Trade | Search ads cost per lead (LocaliQ) | Local Services Ads cost per lead |
|---|---|---|
| Electrical | $93.69 | $39 (SearchLight, 112 accounts) |
| HVAC | $127.74 air conditioning, $129.02 heating and furnaces | $51 (SearchLight, 409 accounts) |
| Plumbing | $129.02 | $57 (SearchLight, 230 accounts) |
| Roofing | $228.15 roofing and gutters | No SearchLight row. 99 Calls, first quarter of 2026: $65.80. The Media Captain, 2025: $162 |
| All home services | $90.92 | $53 blended (SearchLight, 888 contractors) |
Published roofing figures disagree widely, so both are shown. Local market matters too: SearchLight notes that Google sets Local Services Ads lead prices by trade, market and competition, and that its $53 all-trade average can hide $30 leads in smaller markets and $90 and up in competitive metros. See also Local Services Ads statistics and Google Ads vs. Local Services Ads.
What to budget each month
Published budget guidance covers small businesses in general, not electricians alone. LocaliQ’s experts recommend starting with at least $1,000 to $2,500 per month. WordStream’s study of 15,666 accounts that used its free grader from January 1 to November 17, 2025 found the average account spent about $3,127.38 a month. 24% spent under $1,000, 39% spent $1,000 to $10,000 and 37% spent over $10,000.
To size your own budget, work backward from jobs: divide the jobs you want by your book rate to get leads needed, then multiply by cost per lead on each channel. The Google Ads ROI calculator does the math.
Budgets are set per day. Google’s help center says to divide a monthly budget by 30.4. A campaign can spend up to two times its average daily budget on one day, but no more than 30.4 times it in a month.
Management fee models
Management is paid separately from ad spend, to an agency, a freelancer or in-house staff.
| Model | How it works | Published figure |
|---|---|---|
| Percentage of ad spend | Fee rises and falls with ad spend | Typically 10% to 20% of monthly ad spend (AgencyAnalytics, 2025) |
| Flat monthly fee | Same fee each month | Most common setup Credo sees: a flat fee up to a set spend level, then a percentage above it (page updated 2022) |
| Hourly | Billed for time worked | US PPC agencies averaged $151.88 an hour (Credo, page updated 2022) |
| Performance based | Fee tied to results | No published rate. AgencyAnalytics says it often does not work in practice |
Credo also found 51.62% of PPC respondents had a monthly retainer minimum under $2,000. Its page was last updated in 2022, so treat those figures as older data. With a percentage fee, the fee rises whenever ad spend rises, even if the work does not change. AgencyAnalytics notes this model can put growing spend ahead of the client’s interests.
RYN Digital charges a flat $1,000 a month regardless of ad spend, with no setup fee and no percentage of spend. Service is month to month with 30 days notice, and RYN takes one client per trade per metro. See pricing or request a free written audit.
Frequently asked questions
What is a good cost per lead for an electrician?
On search ads the LocaliQ median was $93.69. On Local Services Ads, SearchLight Digital’s February 2026 figure and the 2026 quarterly figures from 99 Calls run from $35.70 to $43.15. Your book rate and average ticket decide what you can afford.
How much should an electrician spend on Google Ads per month?
LocaliQ recommends starting with at least $1,000 to $2,500 a month. Past that, size the budget from the jobs you need, your book rate and your cost per lead.
Are Local Services Ads cheaper than search ads for electricians?
Per lead, yes: $39 on Local Services Ads in February 2026 against $93.69 on search ads in 2024 to 2025 campaigns. 99 Calls notes that Local Services Ads volume is limited by Google while search ads scale with budget, and recommends running both.
Last updated October 8, 2026. All figures are third party data. RYN Digital does not publish client results.
Sources
- LocaliQ, Search Ad Benchmarks for Home Services
- SearchLight Digital, What Is a Good Cost Per Lead for Google Local Service Ads? (2026 Benchmarks)
- 99 Calls, LSA Cost Per Lead by Industry for Service Contractors (Q1 2026)
- 99 Calls, Google LSA Cost Per Lead by Industry: 2025 vs. 2026
- 99 Calls, LSA Lead Cost by Industry Report for Service Contractors, Q3 2026
- The Media Captain, Local Service Ads Stats & Cost Per Lead Data for 11 Industries
- WordStream, Google Ads Benchmarks 2026
- WordStream, Our Biggest Google Ads Performance Study Yet
- LocaliQ, How Much Should You Spend in Google Ads?
- Google Ads Help, About average daily budgets
- Google Ads Help, Local Services Ads transition to Performance Max campaigns with pay-per-lead goals
- Google Local Services Help, Local Services Ads overview
- AgencyAnalytics, PPC Agency Pricing: How Much To Charge for PPC Management in 2025
- Credo, Average PPC Agency Rates