Typical 2026 cost-per-lead ranges by vertical
Below are general U.S. industry ranges to help you budget. Shared leads are sold to multiple contractors; exclusive leads go to one buyer only.
Key findings
- There is no single market price for contractor leads - cost is driven by vertical, exclusivity, job value, season and market competition.
- Exclusive leads cost more per lead but typically close 2-4× higher than shared leads, usually producing a lower cost per booked job.
- The metric that decides profitability is cost per acquisition (cost per booked job), not the price of a single lead.
- Insurance leads are typically the cheapest per lead; solar and high-ticket home-improvement leads the most expensive.
| Vertical | Shared lead (est.) | Exclusive lead (est.) |
|---|---|---|
| HVAC | $25-$75 | $75-$250 |
| Solar | $30-$100 | $100-$300 |
| Roofing | $20-$75 | $75-$250 |
| Window replacement | $20-$60 | $60-$200 |
| Walk-in shower / bath | $25-$75 | $75-$250 |
| Insurance | $8-$40 | $30-$120 |
Methodology: These figures are general 2026 U.S. industry estimates compiled to help contractors budget - not quotes, averages from a formal survey, or guarantees. Actual pricing varies significantly by metro, season, job type and lead source. For exact, current pricing in your area, request a free quote.
Why cost per lead is the wrong number
Most contractors shop leads by price per lead - and it's the metric most likely to lose them money. What matters is cost per acquisition (CPA): your total spend divided by the jobs you actually win.
Here's the trap. A $20 shared lead that closes at 5% costs you $400 per booked job. A $45 exclusive lead that closes at 20% costs just $225 per booked job. The "expensive" lead is almost half the price where it counts. Run your own numbers in our free Lead ROI Calculator.
The 5 factors that drive lead pricing
- Exclusivity. Exclusive leads cost more than shared leads - you're paying to be the only contractor the homeowner talks to.
- Job value. High-ticket verticals like solar and full system replacements command higher lead prices than low-ticket repairs.
- Season. Demand spikes (peak cooling, storm season) push prices up; off-season volume is cheaper.
- Location & competition. Competitive metros cost more per lead than rural areas because more advertisers bid for the same homeowners.
- Lead quality. Validated, real-time, exclusive leads command a premium over aged or unverified lists - and are worth it.
Exclusive vs. shared: the pricing trade-off
Shared leads look cheaper on the invoice, but you're racing three or four competitors to the phone, so contact and close rates collapse. Exclusive leads cost more up front and consistently deliver a lower true cost per job. For most contractors, exclusivity and speed-to-lead move profitability far more than shaving a few dollars off the price per lead.