Google search ads
≈ $91 / lead- You pay
- Per click (about $8.33 on average)
- Who
- Homeowners searching right now, for example "bathroom remodel near me"
- Watch for
- Broad keywords that bring clicks from people who only want ideas
Guide · Remodeling leads
How much do kitchen and bathroom remodeling leads cost?
The 2026 numbers for Google, Facebook, Local Services Ads and lead sites, and why cost per signed job matters more than cost per lead.
Kitchen remodel
Bathroom remodelAverage Google search lead$90.92Home improvement, 2026
Average Facebook lead$42.95Home improvement, 2026
The short answer
WordStream and LocaliQ's 2026 benchmarks put the average home improvement lead at about $91 on Google search ads and about $43 on Facebook lead campaigns. Kitchen and bathroom leads can cost more or less in your market. Because these jobs are often worth tens of thousands of dollars, the number to watch is cost per signed job.
Key takeaways
- No public study measures kitchen or bath leads alone. Use home improvement benchmarks as a start.
- Each channel charges differently: per click, per view or per lead.
- One kitchen or bath job is often worth $26,000 to $164,000.
- Judge every source by cost per signed job, not price per lead.
Want us to find your three biggest lead leaks?
Free Growth DiagnosisWhat do kitchen and bathroom remodeling leads cost right now?
No public study measures kitchen or bathroom leads on their own. The most useful public numbers are for the wider "Home & Home Improvement" group, from WordStream and LocaliQ's 2026 benchmark reports.
$90.92Average cost per lead, Google search ads
$42.95Average cost per lead, Facebook lead campaigns
$8.33Average cost per click on Google
+4.1%Facebook lead cost vs. the year before
Treat these as a starting point, not your price. Kitchen and bathroom leads in a busy metro can cost much more, and a strong offer in a quiet market can cost less.
How do Google, Facebook, Local Services Ads and lead sites compare?
Each channel charges in a different way and brings a different kind of homeowner. That is why the same "cost per lead" can mean very different things.
Facebook & Instagram
≈ $43 / lead- You pay
- For your ads being shown, usually per 1,000 views
- Who
- Homeowners who were not searching but like what they see
- Watch for
- Forms that are too easy, which bring many leads who are only browsing
Google Local Services Ads
Pay per lead- You pay
- Per valid lead; Google says prices vary by location, job type and lead type
- Who
- Homeowners who call or message straight from the search page
- Watch for
- Check it is offered for your trade and area; report bad leads for a possible credit
Lead sites
Set price- You pay
- A set price per lead or per month
- Who
- Homeowners who asked a website for quotes
- Watch for
- The same lead may also go to other contractors
Before you buy leads anywhere, ask three questions
- Is the same lead sent to other contractors too?
- What counts as a valid lead, and can you get a credit for a bad one?
- Can you see which of the leads became signed jobs?
Why can a higher cost per lead still be cheap?
Because kitchen and bathroom jobs are big. These are the average US job costs in the 2025 Cost vs Value Report (the latest edition at the time of writing):
Kitchens
Minor remodel, midrange$28,458
Major remodel, midrange$82,793
Major remodel, upscale$164,104
Bathrooms
Remodel, midrange$26,138
Remodel, universal design$42,183
Remodel, upscale$81,612
When one signed job is worth $26,000 to $164,000, the real question is not "how cheap is the lead?" but "how much did each signed job cost me?" A lead price that is too high for a small bath job can be fine for a major kitchen.
How do you calculate cost per signed job?
Cost per signed job = marketing spend ÷ jobs signed from that marketing, in the same period. Move the sliders to try your own numbers.
Cost per signed job calculator
Your numbers stay on this page. Nothing is sent.
Leads per month33
Signed jobs per month3.3
Your cost per signed job$900
Marketing cost = 3.2% of an average job
A simple tool for planning, not a promise of results. Your real numbers come from the jobs your team logs in your CRM.
Example: cheap leads vs. ready-to-talk leads
Same idea with made-up numbers. Campaign B asks a few questions first (project type, timeline, budget range), so fewer people fill in the form, and more of them are ready to talk.
Campaign ACheap leads
Cost per lead$45
Leads in a month60
Ad spend$2,700
Jobs signed1
Cost per signed job$2,700
Campaign BReady to talk
Cost per lead$120
Leads in a month25
Ad spend$3,000
Jobs signed3
Cost per signed job$1,000
Example with made-up numbers. More in our guide What is cost per signed job?
Where do paid leads get lost before they sign?
The lead price is only the first cost. Money also leaks at every step between the ad and the signed job:
AdShows stock photos, not your work
FormNo questions, so browsers get through
First replySlow, while other companies reply
Follow-upNo list, so leads are forgotten
EstimateSent, but never followed up
Signed jobTracked back to the ad
Orange text = a common leak at that step
Remodels take months to sign, so the follow-up step matters most. Our guide on remodeling leads and the long decision shows a simple follow-up path.
Is the remodeling market still growing in 2026?
Slowly. Three of the most cited studies agree:
$519B
Expected US homeowner spending on improvements and repairs through mid-2027, with yearly growth slowing to about 0.5% by the second quarter of 2027.
HARVARD JCHS · JULY 2026+2.9%
Expected growth in kitchen and bath repair and remodeling spending in 2026.
NKBA · FEB 2026$20,000
Median renovation spend in Houzz's 2026 study, the same as the year before.
HOUZZ · APRIL 2026In a slower market, homeowners may take their time and compare more companies. That makes a fast first reply, a clear follow-up plan and ads with your real projects more important, not less.
How can you lower your cost per signed job?
1Kitchen marketing
Separate kitchens and bathrooms
Run a separate ad and landing page for each job type, so you see which one brings signed jobs.
2Ad videos and images
Show your real work
Homeowners judge you by your photos and videos. Turn your own job-site clips into ads, or use professional ad videos and images.
3Bathroom marketing
Ask a few questions on the form
Project type, timeline and budget range filter out people who are only browsing.
4Instant lead replies
Reply fast
Homeowners may contact more than one company. An instant first reply (SMS only with consent) keeps you in the conversation while your team calls.
5Tracking
Track signed jobs, not form fills
With tracking and a CRM, each job your team marks as signed is linked to the ad that brought it.
Kitchen and bathroom lead cost: common questions
How much does a kitchen remodeling lead cost?+
There is no public benchmark for kitchen leads alone. The closest 2026 numbers are for home improvement: about $91 per lead on Google search ads and about $43 on Facebook lead campaigns. Your price depends on your market, your offer and the job size you target.
Are bathroom remodeling leads cheaper than kitchen leads?+
Public benchmarks do not split them. What differs more is the job value: a midrange bath remodel averaged about $26,000 in the 2025 Cost vs Value Report, a major midrange kitchen about $83,000. So the lead price you can afford per signed job is often different.
Should I buy leads from lead sites?+
It can work, but ask first: is the lead sent to other contractors too, what counts as a valid lead, and can you get credits for bad leads? Then compare every source by cost per signed job, not by price per lead.
What is a good cost per signed job for a remodeler?+
It depends on your average job value and profit. Start with your numbers: divide your marketing spend by the jobs you signed from it, then compare that with the profit on an average job. If the profit is healthy, the leads are not too expensive.
Written by the Digital Hark team. We run ads, landing pages, tracking and follow-up systems for US roofers and remodelers. Every benchmark in this guide comes from the public sources below; the examples and calculator start values are labeled.
Sources
- WordStream / LocaliQ, "Google Ads Benchmarks 2026" (data April 2025 – March 2026) · wordstream.com
- WordStream / LocaliQ, "Facebook Ads Benchmarks 2026" · wordstream.com
- Google, "How leads work", Local Services Ads Help · support.google.com
- Journal of Light Construction, "2025 Cost vs Value Report", national averages · jlconline.com
- Harvard Joint Center for Housing Studies, "Remodeling Spending Poised for Further Slowdown" (July 2026) · jchs.harvard.edu
- NKBA, "2026 Kitchen & Bath Industry Outlook" (February 2026) · nkba.org
- Houzz, "2026 U.S. Houzz & Home Study: Renovation Trends" (April 2026) · houzz.com
