Electrical Contractor Marketing Benchmarks (2026)
As of June 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.
Why is my Google Ads spend for my electrical business not generating leads?
Poor campaign structure — not budget size — is usually the cause. BaaDigi took a California electrical contractor spending $1,000/day with zero leads and rebuilt the campaign around high-intent keywords plus Top-of-Page LSA placement. The result was 3–5 qualified leads per day with no increase in spend. (BaaDigi client account, Acton CA, 2024)
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Electrical Marketing Benchmarks 2026
Source: LocaliQ / WordStream 2025 · SearchLight Digital 2026 · Steph’s Books
🚀 BaaDigi Insight
$1,000/day Google Ads budget producing zero leads restructured to deliver 3–5 qualified leads per day — same market, same spend
B&M Electrical (Acton, CA) was spending $1,000/day on Google Ads with no measurable return. BaaDigi audited the campaign structure, rebuilt targeting around high-intent electrical keywords, and secured Top-of-Page LSA placement. Budget did not change; lead volume went from zero to 3–5 per day.
Source: BaaDigi client account, Acton CA, 2024
| 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 published industry benchmark reports (SearchLight by Hatch, LocaliQ, WebFX, and others), cross-checked against BaaDigi client account data. 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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