Why does home & home improvement cost $280.00 per lead on Paid media (B2B, all channels)?

Because First Page Sage measures a qualified B2B lead across all paid channels — a sales-ready lead, not a one-click form fill — so the figure sits well above single-platform conversion costs. The sample size isn't disclosed, so treat it as directional.

How do I turn a $280.00 cost per lead into cost per customer?

Divide it by your lead-to-customer close rate. At a 20% close rate, $280.00 per lead is a $1,400 cost per customer. Enter your own close rate and deal size in the calculator to see your real figure and ROAS.

Home · Benchmarks · Home & Home Improvement · Paid media (B2B, all channels)

a sourced benchmark, not a guess —

Home & Home Improvement Paid media (B2B, all channels) cost per lead.

The median cost per lead for home & home improvement advertisers on Paid media (B2B, all channels) is $280.00, according to First Page Sage — Average Cost Per Lead by Industry — verified as of Jun 2026.

$280.00

Median cost per lead · as of Jun 2026

Industry benchmark

Confidence

Low confidence

Source: First Page Sage — Average Cost Per Lead by Industry · Jan 2022 – Jun 2025 · sample: Marketing-research aggregate of agency client accounts; sample size NOT publicly disclosed. FPS 'Construction' (closest home-improvement fit). First Page Sage cross-channel qualified-lead figure, loosely mapped to this industry (see note) with an undisclosed sample. Directional only. How we verify this →

What a $280.00 cost per lead really tells you

Across paid channels, the cost of a qualified home & home improvement lead is about $280.00. This counts a sales-ready B2B lead — not a single-click form fill — which is a higher bar than a platform conversion, and why it runs well above the per-platform numbers below.

Home-services demand is often urgent and high-ticket — an HVAC failure or a remodel — so contractors bid hard, and speed-to-lead frequently matters more to booked revenue than the click price.

For comparison, the same industry runs $90.92 on Google Search, $41.26 on Meta Ads, $174.00 on Organic / SEO — different channels measure leads differently, so weigh them on cost per customer, not cost per lead. That’s the number that matters: divide this cost per lead by your close rate to get cost per customer, then check it against your deal size. The calculator does the math with every formula shown.

From cost per lead to cost per customer

Cost per lead is only the first step. The number that runs your business is cost per customer — and it's just CPL divided by your close rate. Here's the math on this benchmark, using an illustrative 20% close rate and a $5,000 deal:

Cost per customer$1,400$280.00 CPL ÷ 20% close rate

ROAS estimate3.6×$5,000 deal ÷ $1,400 cost per customer

Those inputs are illustrative — plug in your own close rate and deal size in the interactive CPL/CPA calculator to see your real cost per customer, with every formula shown.

Home & Home Improvement on other channels

The same audience costs very different amounts depending on where you reach them. Here's how home & home improvement compares across channels we have verified data for:

Paid media (B2B, all channels)

$280.00

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