Comparing cost per lead by platform is one of the most useful things a business owner can do before spending — but only if you remember that a cheap lead isn't the same as a good one. A $10 lead that never books is worse than a $60 lead that does. With that in mind, here's how the major platforms stack up for local service businesses.
Rough cost-per-lead ranges by platform
- Google Search: $30-$120 — high intent, people already looking
- Bing / Microsoft: $20-$80 — similar intent, cheaper, lower volume
- Facebook / Instagram: $15-$60 — lower intent, great for offers and awareness
- TikTok: $15-$50 — cheap reach, weak for high-consideration services
- YouTube: $20-$60 — better for trust-building than direct leads
- LinkedIn: $75-$200 — expensive, B2B only
- Nextdoor: $15-$50 — hyper-local, limited volume
Cheap leads vs. qualified leads
The big trap is judging platforms on raw cost per lead. Google search leads cost more because those people are actively searching for your service right now — they close at higher rates. A Facebook lead is cheaper but colder; you'll need more of them to book the same number of jobs. Always compare cost per booked job, not cost per lead.
Intent is the real divider
Platforms split into two camps. Search (Google, Bing) catches existing demand — people already want what you sell. Social (Facebook, TikTok, YouTube) creates demand — you interrupt people and spark interest. For most local service businesses, search leads convert two to three times better because the timing is right.
How to use these numbers
Start where intent is highest and volume is real: Google Search. Once that's profitable, layer in cheaper channels to scale. Our industry guides like Google Ads costs for painters and Google Ads costs for HVAC companies show what real search leads run by trade, and the LinkedIn cost breakdown covers the B2B end.
The number only you can calculate
Your cost per lead depends on your offer, your landing page, and your follow-up as much as the platform. Two businesses on the same platform can see double the difference. Track your own numbers for 60 days and you'll know exactly which platform earns your money. You can see how we manage this mix in how Arbor runs your ads.