Cost per lead, in the open
Short answer: exclusive, real-time leads in the United States typically cost $15 to $250 per lead depending on the trade — roughly $75–$165 for roofing, $60–$130 for HVAC, $45–$150 for mortgage, $90–$220 for solar and $35–$90 for plumbing. Price tracks the value of a signed job, so break-even close rates land between 0.3% and 2% in almost every category.
The table below shows prevailing market ranges across the exclusive-lead industry — not a quote. Your price depends on your market, ZIP footprint, lead type and monthly volume, which we confirm on a short availability call.
Every row pairs the typical exclusive lead price with the average job value and close rate for that trade, then does the only math that matters: what a booked job actually costs in lead spend, and the close rate you need just to break even.
| Industry | Exclusive cost per lead | Avg. job / commission | Typical close rate | Lead cost per booked job | Break-even close rate |
|---|---|---|---|---|---|
| Roofing | $75 – $165 | $12,000 | 28% | $429 | 1% |
| HVAC | $60 – $130 | $7,500 | 32% | $297 | 1.27% |
| Plumbing | $35 – $90 | $1,800 | 45% | $139 | 3.47% |
| Water Damage Restoration | $90 – $250 | $9,500 | 38% | $447 | 1.79% |
| Garage Door | $20 – $55 | $950 | 50% | $75 | 3.95% |
| Electrical | $35 – $95 | $2,200 | 40% | $163 | 2.95% |
| Locksmith | $15 – $45 | $220 | 60% | $50 | 13.64% |
| Tree Service | $30 – $75 | $1,500 | 42% | $125 | 3.5% |
| Pest Control | $25 – $65 | $550 | 45% | $100 | 8.18% |
| Junk Removal | $18 – $50 | $450 | 50% | $68 | 7.56% |
| Remodeling | $85 – $200 | $28,000 | 18% | $792 | 0.51% |
| Concrete | $50 – $120 | $6,000 | 30% | $283 | 1.42% |
| Mortgage & Refinance | $45 – $150 | $6,000 | 18% | $542 | 1.63% |
| Solar | $90 – $220 | $22,000 | 20% | $775 | 0.7% |
| Landscaping & Lawn Care | $25 – $70 | $3,500 | 35% | $136 | 1.36% |
| Moving | $30 – $80 | $1,400 | 35% | $157 | 3.93% |
| Window Replacement | $70 – $160 | $9,500 | 25% | $460 | 1.21% |
| General Contracting | $80 – $190 | $35,000 | 15% | $900 | 0.39% |
| Deck Construction | $55 – $140 | $11,000 | 25% | $390 | 0.89% |
| Life Insurance | $35 – $110 | $1,200 | 20% | $363 | 6.04% |
Lead cost per booked job and break-even close rate are calculated at the midpoint of each price range. Figures are prevailing market ranges for exclusive, real-time inventory, not a Lead Search Pros quote.
What moves the number
An exclusive lead costs two to four times a shared record because you are buying the whole inquiry, not a share of it. Shared leads look cheap until you divide the price by a 5–12% close rate.
Web-form inquiries are the cheapest tier. Inbound calls cost more, live-transferred calls more again, and booked appointments sit at the top because the qualification work is already done.
Dense metros with a dozen contractors bidding on the same searches cost noticeably more per lead than suburban and rural ZIPs. Media cost is local, so pricing is quoted per market.
A $22,000 solar install supports a far higher lead price than a $450 junk-removal haul. Price is anchored to what a signed job is worth, which is why break-even close rates stay in the low single digits.
Higher, steadier monthly volume lowers the unit price. Campaigns amortize better when a market is bought consistently rather than switched on and off around seasonality.
Sticker price is the wrong comparison. What matters is the cost of an acquired job and who carries the media risk if a campaign underperforms.
| Exclusive pay per lead | Running Google Ads yourself | Shared marketplaces | |
|---|---|---|---|
| What you pay for | A qualified inquiry | A click ($15–$32 in most trades) | A shared record |
| Competitors on the same lead | None | Everyone bidding the keyword | Typically 3–5 |
| Typical close rate | 25–40% | Varies with landing page and speed | 5–12% |
| Who carries media risk | The lead generator | You | The marketplace |
| Upfront commitment | Per-lead, no retainer | Ad budget plus management | Membership plus per-lead |
| Cost predictability | Known before you commit | Fluctuates with auction | Known, but conversion is not |
For the long-form version of this math, read pay per lead vs pay per click and how to calculate your true cost per acquisition.
Run your own numbers
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ROI Calculator
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Typical roofing lead pricing runs $88–$138 per exclusive lead in most markets.
Your Numbers
Revenue per lead
$3,360
Effective cost per won job
$393
ROI per lead
+2,955%
Break-even close rate
0.9%
Anything above this is profit
We confirm whether your territory is open, quote your cost per lead, and pace volume to your capacity. No retainers, no long-term contract.