Average cost per lead, ROAS, and conversion rates across construction, home services, restaurants, beauty, and professional services — based on real campaign data.
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When you're running Facebook or Instagram ads for your local business, context makes all the difference. A $30 cost per lead might seem high — until you see that the typical range for your industry is $35–$50. A 2x ROAS might seem low — until you learn that most businesses in your vertical average 1.5x. Without benchmarks, it's difficult to know whether your results represent a strong campaign or one that has room to improve.
This report gives you the benchmarks that matter — cost per lead, return on ad spend, click-through rates, and conversion rates — broken down by five of the most common local business industries. Every number in this report is based on real campaign data, not platform-wide averages that combine local businesses with national brands and e-commerce companies.
The report includes detailed benchmark data for five local business verticals:
Many benchmark reports rely on platform-wide averages or national surveys. Those numbers can be misleading for local businesses because they include large brands with completely different economics and competitive dynamics. A $5 CPM might be average nationally, but a local contractor in a mid-size metro is operating in a very different auction environment.
The data in this report comes from actual campaigns managed for local businesses — real budgets, real markets, real results. That's what makes it useful as a comparison point. Your numbers won't match exactly, because every market, offer, and campaign is different. But you'll have a realistic baseline to evaluate your performance against businesses that share your profile.
Start by finding your industry section and comparing your current metrics. If your cost per lead is above the benchmark range, it may be worth examining your targeting, creative, or landing page for optimization opportunities. If you're within or below the range, that's a strong signal — and the report can help you assess how much room you have to scale. Use these numbers as a conversation tool with your team or your ad management agency to make performance discussions more specific and data-driven.
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