2025 Home-Service Marketing KPI Benchmarks

Most home-service companies think their marketing is working. The numbers usually say otherwise.

If Your KPIs Look “Average,” You’re Already Losing

National averages are not targets – they’re warning signs. The majority of home-service businesses overspend for low-quality leads, under convert calls, and mistake activity for profitability. These benchmarks show where most companies land – and where disciplined TV-driven operators separate themselves.

Below are national home-service marketing averages compared to what we consistently delivered for our clients in 2025:

KPI Comparison:

Cost Per Lead (Inbound Call / Forms)

• National Average: $125 – $225
• Wanamaker Clients: $45 – $85

Cost Per Booked Job

• National Average: $400 – $700
• Wanamaker Clients: $150 – $300

Call Answer Rate

• National Average: 55% – 65%
• Wanamaker Clients: 85%+

Lead-to-Booked Conversion Rate

• National Average: 25% – 35%
• Wanamaker Clients: 55% – 70%

Marketing Cost as % of Revenue

• National Average: 10% – 14%
• Wanamaker Clients: 5% – 8%

Return on Ad Spend (ROAS)

• National Average: 2.5x – 4x
• Wanamaker Clients: 8x- 13x

Most Businesses Don’t Have a Lead Problem – They Have an Efficiency Problem

If your leads feel expensive, inconsistent, or unscalable, the issue usually isn’t demand – it’s channel quality, message discipline, and follow-through. Our strategy doesn’t “fix” broken operations, but when paired with the right intake and tracking, it exposes inefficiency fast – and rewards disciplined operators even faster.

Quick Self-Assessment

If any of the following are true, your marketing is likely underperforming:

• Your cost per booked job is over $400
• You don’t know your real lead-to-job conversion rate
• Your phones aren’t answered like during peak hours
• You rely entirely on one digital channel for growth
• You measure “leads” instead of profit per campaign

Most companies reading this page check at least two boxes.

See How Your Numbers Stack Up

If you want an honest comparison between your current performance and what’s achievable with a disciplined full-funnel marketing strategy, we’ll walk through your numbers – no pitch, no fluff.