Meta Ads Benchmarks for Service Businesses: How Do You Compare?

Benchmarks only help if you compare apples to apples. A roofing campaign in Toronto and a landscaping campaign in a small town will have completely different cost per lead, click-through rate, and conversion numbers. Use these ranges as a starting point, not a verdict.

Cost per lead for service businesses on Meta typically lands between $15 and $80. The median we see across home service campaigns is around $25–$45 per lead. Click-through rates on Meta feed ads for service businesses range from 0.8% to 2.5%, with strong creative pushing above 2%. Lead-to-appointment conversion rates range from 15% to 40%, with well-qualified campaigns sitting above 30%.

The best-performing campaigns share a few traits. First, they use creative built around a specific offer and a specific customer — not generic 'we do everything' ads. Second, they track cost per appointment, not just cost per lead, and optimize toward the metric that actually matters. Third, they refresh creative before fatigue sets in — usually every 2–4 weeks depending on spend. Fourth, they use full-funnel tracking so every booked appointment is tied back to the ad that generated the lead.

Where most campaigns underperform: creative fatigue that goes unaddressed, budgets too low to exit the learning phase, and optimizing for lead volume instead of lead quality. A campaign generating 200 leads a month at $20 each sounds great — until you realize only 5% book an appointment. The benchmark that matters is cost per appointment, and the campaigns that win are the ones tracking it.

If your numbers fall outside these ranges, it doesn't necessarily mean your campaign is broken — it means you need to understand why. A high CPL in a competitive market with high job values can still be profitable. A low CPL with poor lead quality can be a money pit. Compare your cost per appointment against your job value, and let that tell you whether your campaign is working.