$10.49
Average CPC
+99% vs $5.26 average
4.97%
Average CTR
7.63%
Conversion Rate
$129.02
Cost Per Lead
+84% vs $70.11 average
Source: LocalIQ 2025
Not all plumber keywords cost the same. Here's what you can expect to pay based on search intent:
Specific service + local intent. Lower CPC than generic 'plumber', higher conversion rate because the customer knows exactly what they need.
High-ticket service ($300-800 average job). Customers searching this have an urgent need and are ready to book.
Often leads to larger sewer line replacement jobs ($3,000-15,000). Attracts serious homeowners, not tire-kickers.
Signals quality-conscious customer willing to pay more. Less price-shopping, higher close rates.
Urgent need = higher willingness to pay. Premium CPC but 15%+ conversion rates when paired with fast-response landing page.
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 plumber campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when plumber searches convert best. Evenings (6-10pm) and weekends when homeowners discover problems
These keywords drain your budget without delivering quality leads:
147,000 monthly searches from job seekers, not customers. Zero commercial intent.
DIY searchers who will never hire. Watch a YouTube video, don't call a plumber.
Career seekers, not homeowners with plumbing problems.
People buying parts at Home Depot to fix it themselves.
Attracts price-shoppers collecting 10 quotes. Low close rate, high time waste.
At $10.49 per click, here's what you need to generate leads:
Minimum Monthly Budget
$2,000
Recommended Range
$2,500-$5,000/month
At $129 CPL and 25% close rate, each customer costs $516 to acquire. Average plumbing job = $350. You need repeat business or referrals to profit. Focus on high-ticket services (water heaters, sewer lines) where one job covers acquisition cost.