Contractor Lead Benchmarks: How Many Leads Per Month?

“Am I getting enough leads?”

Every contractor asks this question. The problem is most don’t know what “enough” actually looks like. They’re comparing themselves to some guy on YouTube who claims he gets 200 leads a month, or they’re listening to a marketing agency that promises the moon.

Here are the real numbers.

Lead Benchmarks by Trade

These numbers are based on contractors spending $1,000-$3,000/month on Facebook ads with a proper campaign setup:

Roofing

  • Leads per month: 30-80
  • Average cost per lead: $20-$45
  • Best performing offer: Free roof inspection / storm damage assessment
  • Close rate: 15-25% (higher for storm/insurance work)

HVAC

  • Leads per month: 40-100
  • Average cost per lead: $15-$35
  • Best performing offer: Free AC tune-up / furnace inspection
  • Seasonal note: Summer and winter are peak. Spring and fall are slower. Budget accordingly.

Plumbing

  • Leads per month: 35-90
  • Average cost per lead: $12-$30
  • Best performing offer: $49 drain cleaning special / free estimate
  • Note: Emergency plumbing leads are more expensive but close at 60%+

Electrical

  • Leads per month: 25-60
  • Average cost per lead: $25-$50
  • Best performing offer: Free electrical safety inspection / panel upgrade consultation
  • Note: Electrical has a higher average job value, so the higher CPL is worth it

Pressure Washing

  • Leads per month: 50-120
  • Average cost per lead: $8-$20
  • Best performing offer: Before/after photos + “Book this week” discount
  • Note: Cheapest leads of any trade but lower job values

Painting

  • Leads per month: 30-70
  • Average cost per lead: $15-$35
  • Best performing offer: Free color consultation + estimate
  • Note: Interior vs exterior makes a big difference. Interior leads are cheaper.

Landscaping

  • Leads per month: 40-90
  • Average cost per lead: $10-$25
  • Best performing offer: Free design consultation / seasonal cleanup special

The Formula That Actually Matters

Raw lead count is vanity. What matters is the math:

Monthly revenue goal / Average job value = Jobs needed

Jobs needed / Close rate = Appointments needed

Appointments needed / Lead-to-appointment rate = Leads needed

Leads needed x Cost per lead = Ad budget

Example: A Roofer Who Wants $50K/Month

  • Average roof replacement: $10,000
  • Jobs needed: 5
  • Close rate: 20% (1 in 5)
  • Appointments needed: 25
  • Lead-to-appointment rate: 40%
  • Leads needed: 63
  • Cost per lead: $30
  • Monthly ad budget: $1,890

Spend $1,890, make $50,000. That’s a 26x return.

Obviously these are averages and your numbers will vary. But this is the framework. Plug in YOUR numbers and you’ll know exactly how much to spend and what to expect.

Why Your Lead Count Might Be Low

If you’re not hitting these benchmarks, it’s usually one of these:

  1. Bad creative - Stock photos and generic text don’t work. Use YOUR photos of YOUR work. Before/after shots, team photos, trucks with your logo.

  2. Wrong audience - Targeting too broad or too narrow. Start with homeowners in your service area aged 28-65.

  3. Weak offer - “Call us for a quote” doesn’t move anyone. Give them a reason to act NOW. Free inspections, seasonal specials, limited-time pricing.

  4. Slow follow-up - If you’re not calling leads within 5 minutes, you’re losing 50% of them to competitors who are.

  5. No retargeting - 97% of people won’t convert on the first touch. Retargeting brings them back.

The Real Question

It’s not “how many leads am I getting?” It’s “how many leads am I converting?”

A contractor getting 30 leads and closing 10 jobs is outperforming one getting 100 leads and closing 5. Fix your follow-up, tighten your sales process, and you won’t need more leads - you’ll just need to close the ones you have.

FAQ

What’s a good cost per lead for contractors?

It depends on the trade. Pressure washing sees $8-$20 leads, HVAC runs $15-$35, roofing is $20-$45, and electrical is $25-$50. If you’re above these ranges, your campaign needs work.

How do I get more leads without spending more on ads?

Improve your follow-up speed (call within 5 minutes), add retargeting campaigns, test new ad creative, and make sure your offer is compelling. These changes can double your leads without touching your budget.

How fast should I follow up with leads?

Within 5 minutes. The data is clear on this - contractors who call within 5 minutes are 10x more likely to connect than those who wait an hour.

Ready to start running ads? Here’s our step-by-step guide to Facebook ads for contractors.

Bottom Line

Want us to run the numbers for your specific trade and market? Book a Growth Chat and we’ll build you a custom lead generation plan.

John Milne

Founder of Apex ACQ. I build lead generation systems for home service contractors using Meta ads and CRM automation. I've helped contractors across the US and Canada generate over $2M in booked revenue. No fluff, no corporate speak. Just leads that answer the phone.

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