Trusted by builders, remodelers, and home services businesses doing $1M to $20M in revenue
You tell us what you need. We do the math on what it takes to get there.
Grounded in real contractor data. Not a round number you picked because it felt comfortable.
Cost per click and cost per lead vary by trade, season, and market size. Here's what we see across the accounts we manage and what industry data confirms.
| Industry | Typical CPC Range | Typical Conversion Rate |
|---|---|---|
| Remodeling | $20 – $30 | 3 – 8% |
| Custom Home Builder | $40 – $45 | ~3% |
| General Contractor | $15 – $25 | ~8% |
| HVAC | $20 – $35 | 6 – 15% |
| Plumbing | $25 – $35 | 5 – 18% |
| Roofing | $15 – $45 | 4 – 10% |
| Electrical | $15 – $30 | 7 – 12% |
Ranges shown are directional benchmarks. The calculator uses a more detailed model that factors in your specific service type, market tier, and local competition to produce your actual number. First-month costs for new campaigns typically run 20 to 40 percent higher while Google's algorithm gathers data.
A worked example, start to finish.
Two contractors in the same trade can pay wildly different amounts. Here's why.
Urban markets cost more per click than rural ones. More searches, more competitors, higher bids. Rural markets are cheaper but have thinner volume, which may mean expanding your service radius to make the spend work.
High-ticket trades like custom homes and full kitchen remodels carry the highest cost per click, because one customer is worth a lot. Google knows that. Your competitors know that. That's why those CPCs stay high.
HVAC CPCs can double in July. Roofing spikes after storms. Remodeling softens in December. A flat monthly budget ignores all of that, which means you're either overspending in slow months or missing leads in peak ones.
Google rewards the most relevant ad paired with the best landing page, and a strong Quality Score can cut your CPC in half. What happens after the click matters just as much. Answering a lead within five minutes converts three to five times better than answering in an hour.
A more useful way to think about Google Ads budget is in reverse. Start with how much revenue you want to add, work backward to how many jobs that requires, then figure out how much ad spend it takes to get there.
The calculator at the top of this page runs this logic for you. Plug in your numbers and see what it takes to hit your goal.
We audit a lot of ad accounts before we take them over. The same four problems show up in almost every one.
Google spends your budget on searches like "DIY roof repair" or "how to install a water heater." These are people who will never hire a contractor, and you're paying two dollars a click to learn that.
Someone clicks an ad for "emergency plumbing," lands on a site with six service tabs and a phone number in the footer, and leaves. Your ad worked. Your site didn't.
If you can't tell which ad generated which phone call, you can't tell what's working. You're optimizing blind, which usually means turning off campaigns that are actually profitable.
Google's AI-driven campaigns will happily spend your money on YouTube bumper ads and Gmail placements that don't generate a single lead. Without audience signals, PMax defaults to volume over quality.
Fixing these four things is usually worth more than doubling the ad budget.
If that second list sounds like you, the better move is usually to fix those bottlenecks first, then come back to Google Ads when the foundation is in place. We can help with that too.
Spending $3,500 a month on Google Ads with no call tracking and a generic homepage as the landing page. Couldn't tell which jobs came from ads.
Built a dedicated landing page for kitchen and bath inquiries, added CallRail for full phone call attribution, rebuilt the keyword structure around high-intent terms, and cut Performance Max spend that was going to irrelevant placements.
Cost per lead dropped from $340 to $185. Same monthly budget now produces roughly twice as many qualified leads.
The calculator gives you a realistic starting point. What it can't tell you is whether your specific business is set up to actually hit that number, or what's going to get in the way once you start spending. That's what a 20-minute call with our team is for. We'll look at your current setup, your close rate, and your average project value, and tell you whether Google Ads is the right lever for where your business is right now. If it's not, we'll tell you that too.
Book a 20-Minute CallNo pitch, no pressure. Just a straight answer from a team that runs Google Ads for builders and remodelers every day.
Numbers in this calculator are estimates based on industry averages and B&G Collective's ad management data. They are not a guarantee of performance. Actual results depend on campaign setup, landing page quality, lead follow-up, and market conditions.
