Home Services Industry Statistics 2026: Market Size, Consumer and Marketing Data
IBISWorld puts 2026 US revenue at $370.9 billion for electricians, $208.1 billion for plumbers, $159.4 billion for HVAC contractors and $103.6 billion for roofers. In Scorpion’s 2026 survey of 2,000 homeowners, 83% start their search online. Median Google search cost per lead was $93.69 for electricians, $127.74 to $129.02 for HVAC and plumbing, and $228.15 for roofing in LocaliQ’s 2024 to 2025 campaign data, while Local Services Ads cost $39 to $57 per lead for electrical, HVAC and plumbing in SearchLight’s February 2026 data.
Home services market size by trade, 2026
IBISWorld’s 2026 estimates put electricians at $370.9 billion, plumbers at $208.1 billion, HVAC contractors at $159.4 billion and roofing contractors at $103.6 billion. Each number covers the whole US industry as IBISWorld defines it, including commercial jobs and new construction, so none of them is the size of the residential repair market on its own.
| Trade | 2026 revenue | Yearly revenue growth, 2021 to 2026 | Businesses, 2026 | Report date |
|---|---|---|---|---|
| Electricians | $370.9 billion | 6.2% | 269k | August 2026 |
| Plumbers | $208.1 billion | 4.9% | 129k | July 2026 |
| Residential remodeling | $181.1 billion | 2.3% | 689k | July 2026 |
| Landscaping services | $176.7 billion | 3.0% | 556k | May 2026 |
| HVAC contractors | $159.4 billion | 2.6% | 120k | January 2026 |
| Roofing contractors | $103.6 billion | 4.9% | 113k | September 2026 |
| Pest control | $29.9 billion | 3.5% | 31,307 | August 2026 |
For three of the largest trades, IBISWorld expects 2026 to come in below the five year trend. It forecasts 2026 revenue to fall 1.3% for roofers after a quiet hurricane season, to fall 1.1% for electricians, and to rise 0.5% for plumbers as single family construction slows.
How homeowners search for and choose a home service company
Every figure below comes from a named survey, and each row gives its date.
| Homeowner behavior | Share | Survey |
|---|---|---|
| Start their search online | 83% | Scorpion, 2,000 homeowners, February 2026 |
| Begin their search online | 80% | Synchrony survey in ServiceTitan report, September 2025 |
| Use AI tools such as ChatGPT to research or find recommendations | 22% | Scorpion, February 2026 |
| Will not hire a business rated below 4 stars | 87% | Scorpion, February 2026 |
| Factor in online booking when choosing a pro | 80% | Housecall Pro, 1,040 homeowners, October 2025 |
| Want 24/7 scheduling or a way to communicate after hours | 56% | Scorpion, February 2026 |
| Contact a pro after a sudden problem or system failure | 58% | Housecall Pro, 1,100+ homeowners, May 2026 |
| Would pay more to fix an emergency within 24 hours | 72% | Housecall Pro, May 2026 |
| Get more quotes when an estimate comes in higher than expected | 68% | Housecall Pro, May 2026 |
| More likely to go ahead when financing is offered | 62% | Housecall Pro, May 2026 |
| Actively seek financing options | 41% | Synchrony survey in ServiceTitan report, September 2025 |
On reviews, BrightLocal’s Local Consumer Review Survey 2026 asked 1,002 US adults about local businesses of all kinds, not only trades. It found that 97% of consumers read reviews for local businesses, 68% will only use a business with four stars or more (up from 55% in 2025), and 31% will only use one with 4.5 stars or more (up from 17%). 74% only care about reviews written in the last three months.
In the same BrightLocal survey, Google’s share of review use fell from 83% in 2025 to 71%, and use of ChatGPT and other AI tools for local recommendations rose from 6% to 45%. That covers all local businesses. Scorpion’s 22% covers homeowners who hired a trade.
How much homeowners spend on home projects
US homeowners spent an average of $12,472 on home projects in 2025, up from $12,050 in 2024, according to Angi’s 2025 State of Home Spending Report (released January 2026). That splits into $9,288 on improvements, $2,041 on maintenance and $1,143 on emergency repairs, up from $978 the year before. Households completed an average of ten projects, up from nine.
Repairs are taking priority in 2026. In Angi’s 2026 State of Home Spending Pulse, a survey of 1,000 homeowners who hired a pro in the past year, fielded July 9, 2026:
- 58% had completed a repair in the past month and 63% had completed maintenance work.
- 92% finished their project at or above budget, and 43% went over the original estimate.
- 66% plan a major home investment within the next five years.
Housecall Pro’s 2026 spending survey points the same way. 69% of homeowners surveyed live in homes more than 20 years old, and 79% expect to repair or replace at least one home system in 2026. Plumbing tops planned projects at 28%, with HVAC at 20%, electrical at 18% and roofing at 14%. 77% say they are delaying or cutting the scope of projects because of cost.
Google search ads cost per lead by trade
LocaliQ’s home services benchmarks cover 3,211 US search campaigns that ran from April 1, 2024 to March 21, 2025. LocaliQ labels the figures averages but states they are medians. The page was updated July 15, 2026, but the data comes from 2024 to 2025 campaigns.
| Trade | Cost per lead | Cost per click | Conversion rate |
|---|---|---|---|
| Roofing and gutters | $228.15 | $10.70 | 3.70% |
| Heating and furnaces | $129.02 | $9.30 | 7.48% |
| Plumbing | $129.02 | $10.49 | 7.63% |
| Air conditioning | $127.74 | $9.68 | 6.56% |
| Landscaping | $117.92 | $8.76 | 6.42% |
| Electricians | $93.69 | $12.18 | 9.08% |
| All home services | $90.92 | $7.85 | 7.33% |
Roofing costs the most per lead because it pairs a $10.70 click with the lowest conversion rate of these trades, 3.70%, in LocaliQ’s data. Electricians pay the highest click cost here, $12.18, but convert at 9.08%, which brings cost per lead down to $93.69.
PipelineOn’s 2026 home service benchmarks list HVAC and plumbing search cost per lead figures and attribute them to LocaliQ. Those figures do not match LocaliQ’s own page, so this page uses LocaliQ directly.
Local Services Ads cost per lead by trade
Local Services Ads charge per lead rather than per click, and listings carry a Google Verified badge. SearchLight Digital’s February 2026 benchmark tracked $6.72 million in Local Services Ads spend across 888 contractors and 126,650 leads, for an average of $53 per lead. Book rate is the share of leads that turned into a booked appointment.
| Trade | Cost per lead | Accounts | Book rate |
|---|---|---|---|
| Electrical | $39 | 112 | 43.4% |
| HVAC | $51 | 409 | 44.0% |
| General, multiple trades | $54 | 464 | 43.9% |
| Plumbing | $57 | 230 | 44.5% |
| Drain and sewer | $59 | 23 | 39.5% |
| All accounts, blended | $53 | 888 | 43.9% |
Side by side with the search table, Local Services Ads leads cost less in every trade both sources cover: HVAC at $51 against $127.74 to $129.02 on search, plumbing at $57 against $129.02, and electrical at $39 against $93.69. The search data is from 2024 to 2025 campaigns and the Local Services Ads data is from 2026, and the two channels bill differently, so read the gap as a direction rather than an exact ratio.
SearchLight has no roofing row, and published roofing figures disagree. 99 Calls reports $65.80 per roofing lead from Q1 2026 data on its own campaigns (3,367 leads and $176,892 in spend across all trades). The Media Captain lists $162 per roofing lead on a page published in August 2025, based on its own clients, with no data year given. Neither comes from a dataset as large as SearchLight’s 888 contractors, so treat roofing Local Services Ads cost as unsettled.
How to use these numbers
- Compare your account to your trade’s row, not the all home services figure. In LocaliQ’s data, a roofing search lead costs more than twice an electrical one.
- Judge leads by booked jobs, not by cost per lead alone.
- Check the year. The search benchmarks are from 2024 to 2025 campaigns.
More detail: Google Ads vs Local Services Ads, Local Services Ads statistics 2026, Google Ads cost 2026, HVAC marketing statistics and Google Ads cost for electricians. To test a budget, use the Google Ads ROI calculator.
RYN Digital manages Google Ads for home service contractors for a flat $1,000 a month regardless of ad spend, month to month, with no setup fee (pricing). A free written audit lists what is broken in an account, with screenshots. All figures on this page are third party data. RYN Digital does not publish client results.
Sources
- IBISWorld, Electricians in the US, August 2026
- IBISWorld, Plumbers in the US, July 2026
- IBISWorld, Residential Remodeling in the US, July 2026
- IBISWorld, Landscaping Services in the US, May 2026
- IBISWorld, Heating and Air-Conditioning Contractors in the US, January 2026
- IBISWorld, Roofing Contractors in the US, September 2026
- IBISWorld, Pest Control in the US, August 2026
- Scorpion, 2026 State of Home Services Marketing Report, February 2026
- BrightLocal, Local Consumer Review Survey 2026, February 2026
- ServiceTitan, 2025 Consumer Trends in the Trades Report, September 2025
- Housecall Pro, 2025 homeowner customer service survey, December 2025
- Housecall Pro, The State of Home Service Spending, May 2026
- Angi, 2025 State of Home Spending Report release, January 2026 (GlobeNewswire via Finviz)
- Angi, 2026 State of Home Spending Pulse, August 2026
- LocaliQ, Home Services Search Advertising Benchmarks, updated July 2026
- SearchLight Digital, Google Local Service Ads Cost Per Lead by Trade (2026), March 2026
- 99 Calls, LSA Cost Per Lead by Industry for Service Contractors, Q1 2026 data
- The Media Captain, Google Local Service Ad statistics, August 2025
- Google, Local Services Ads Help, Google Verified badge
- PipelineOn, Home service marketing benchmarks 2026