$6.50
Average CPC
+24% vs $5.26 average
5.12%
Average CTR
8.75%
Conversion Rate
$62.85
Cost Per Lead
-10% vs $70.11 average
Source: WordStream 2025 (Home Services)
Not all home inspector keywords cost the same. Here's what you can expect to pay based on search intent:
'Near me' signals active search for local inspector. Likely under contract or about to be.
Local service search with immediate need. Real estate transactions have tight timelines.
'Pre-purchase' confirms they're buying and need inspection—not researching.
Add-on service search indicates serious buyer willing to pay for thorough inspection.
Price research from buyer who's decided to hire—now comparing options.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your home inspector campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when home inspector searches convert best. Real estate transaction hours: 8am-6pm when agents and buyers are active. Evening spike 6-9pm as buyers research after work.
These keywords drain your budget without delivering quality leads:
DIYers wanting to inspect themselves, not hire professional.
Career researchers, not homebuyers.
Training seekers, not clients needing inspections.
Usually related to scams or government programs, not buyers.
Industry professionals, not consumers.
At $6.50 per click, here's what you need to generate leads:
Minimum Monthly Budget
$1,500
Recommended Range
$1,500-$4,000/month (seasonal)
At $62.85 CPL and 40% close rate, each inspection customer costs $157 to acquire. With average inspection fee of $400-600, you're profitable on every job. High closing rate in this industry because buyers MUST get inspections—they're comparison shopping on availability and price, not deciding whether to hire.