Do Google Ads pay off for local service businesses?
Usually yes, because people search for a plumber or cleaner exactly when they need one. The risk is paying for inquiries you cannot handle or that never become jobs. The key number is your break-even cost per inquiry: job value times margin times the share of inquiries you close.
Orientational market averages
| Cost per click (Google) | €0.8 |
|---|---|
| Click through rate (Google) | 6 % |
| Conversion rate | 1.5 % |
| Cost per 1000 impressions (Meta) | €4 |
| Click through rate (Meta) | 1.1 % |
| Visits that send an inquiry | 6 % |
| Close rate | 30 % |
Values for the Slovakia market. These are orientational averages, not a promise. Your real numbers depend on your offer, website and campaign setup.
The average cost per click for local services is higher than in e-commerce, because every click is close to a paid job. How much do ads cost for local services? Usually tens of euros per inquiry, which is a good deal when a job brings several hundred euros and a poor one if you close only a few inquiries.
Competition: medium
Competition is medium: in bigger cities many firms bid on the same searches, in smaller towns there may be only a few.
Worked example
A sample business run through the same engine as the calculator:
- Monthly budget
- €500
- Deal value
- €600
- Gross margin
- 50 %
- Channel
- Google Search
- Cost per inquiry
- €13
- Break-even
- €90
- Risk
- Low risk
When ads don't pay off in this industry
Targeting too wide an area
Showing ads in places you don't serve wastes money on calls you have to decline. Set the area where you actually work.
Not answering the phone
Local customers call the next firm if you don't pick up. A missed call is a paid click thrown away.
Not tracking calls and forms
Without tracking which inquiries came from ads, you cannot tell whether the campaign pays. Call tracking and form tracking are basics.
What to check before you start
- Average job value and margin after materials and labour.
- How many inquiries out of 10 become paid jobs.
- Whether you have capacity for more work.
- Tracking for calls and forms, and a current Google Business Profile.
Check your own numbers
The example is someone else's business. Put in your budget, prices and margin and see your own risk in 2 minutes.
Check your own numbersQuestions from this industry
What is the average cost per click for local services?
Our orientational benchmark is around 0.80 EUR on Google Search in Slovakia. Urgent services like emergency plumbing can cost more.
Is Google Ads or Meta better for local services?
Google Search usually wins, because people search when they have a problem. Meta can help with services people don't search for, like cleaning subscriptions.
How much should I spend on ads as a tradesperson?
Start with a budget that brings several inquiries a week, measure how many you close, and adjust. Our calculator shows the numbers for your prices.
Do reviews matter for ads?
Yes. Ratings in Google Business Profile influence whether people call you or the firm next to you.
Related industries
Useful calculators
This is an estimate based on market averages. Real results depend on your offer, website and campaign setup.