Every service operator has asked some version of the question: "what should my cost per lead be?" The honest answer is "it depends." A more useful answer is "here are the ranges we see in accounts we actually run."
These numbers are blended Meta + Google, US only, from accounts spending at least $5,000 per month. They are pulled from engagements we have run in the last eighteen months.
HVAC residential: $62 – $140 per lead. Roofing: $80 – $180. Residential cleaning: $22 – $45. Medspa (blended treatments): $28 – $72. Dental (new patient): $48 – $120. Legal (personal injury): $180 – $650.
What moves a number to the bottom of its range: a strong landing page, call tracking that feeds attribution back to the account, a competitive offer, and creative that refreshes on at least a monthly cadence.
What pushes a number to the top: generic landing pages, broad match keywords, poor call handling, and creative fatigue that nobody is watching for.