There Is No Single Answer — Here Is Why
Ask what a contractor lead costs and you will get answers ranging from $5 to $500. That range is not an accident or a pricing mystery — it reflects real differences in what you are actually purchasing. Lead cost varies by trade, by exclusivity, by verification level, by geography, and by the competitive density of the market you are in.
Shared vs Exclusive: The Biggest Price Driver
Shared leads trade at a lower sticker price because the same contact is sold multiple times. Exclusive, phone-verified leads trade at a higher price because the vendor can only sell them once. The economics of each model play out differently when you measure cost per booked job rather than cost per lead.
A shared lead that costs less but closes at a lower rate can easily cost more per booked job than an exclusive lead with a higher per-unit price. Most contractors who have used both models eventually arrive at the same conclusion: the headline price is not the number that matters.
Approximate Cost Ranges by Trade
These ranges reflect general market conditions for exclusive, phone-verified leads. Shared marketplace leads will typically be cheaper per unit with correspondingly lower close rates.
- Roofing: Replacement and storm damage leads are among the higher-priced in residential services, reflecting high average job values
- HVAC: System replacement leads command higher prices than service call leads; cooling season typically raises prices in warm markets
- Solar: One of the higher-priced lead categories due to long sales cycles and high job values; quality varies significantly by source
- Restoration: Emergency water and fire leads are priced for urgency; mold and scheduled remediation run lower
- Plumbing: Emergency leads price higher than non-emergency replacement or remodel work
- Windows and doors: Full replacement leads price higher than service or repair requests
How to Calculate Your Acceptable Lead Cost
Start with your average job value for the type of work you want more of. Multiply by your target gross margin. That gives you the maximum you can spend acquiring that job and still hit your margin target. Divide that number by your close rate to get your maximum acceptable cost per lead.
If the market price for a quality exclusive lead is below that number, the economics work. If it is above, your options are to improve your close rate, raise your average job value, or find a less competitive market segment.
