FlashCrafterGuide
A practical way to move from counting calls to tracking booked jobs and cost per booked job, with the Google rules and benchmarks that affect your numbers.
Owners of independent local service businesses in the United States (home services and similar trades) who pay for leads or ads and want to know what each booked job costs.
Most dashboards report activity: calls, clicks, leads, form fills. What an owner needs is the cost of a job that actually landed on the schedule. That number is cost per booked job (CPBJ), and one published formula puts it as total marketing effort divided by the number of booked appointments. The hard part is that every platform counts something different, and none of them counts booked jobs for you unless you tell them.
This guide walks through the funnel from call to booked job to revenue, what Google's own reports do and do not count, the platform changes that affect Local Services Ads (LSA) in October 2026, and the published benchmarks you can compare against. Many of those benchmarks come from vendors that sell the services being measured, and several trace back to a single origin, so they are best treated as rough reference ranges rather than targets.
One caution applies throughout: the published figures vary a lot by trade, sample, year and definition of a lead. Where figures conflict or cannot be verified, this guide says so.
At a glance
Digitalift's definition. It does not say what 'total marketing effort' includes, so decide up front whether you count ad spend only, platform fees, call-tracking fees or staff time, and keep that choice consistent.
Blue Grid Media's examples: $50 CPL ÷ 31% ≈ $161, and $57 ÷ 35% ≈ $163.
Blue Grid Media, 'as of Q1 2026', page last verified June 3, 2026. Blue Grid is an LSA management agency, and other pages repeating these numbers appear to share its data. No independent replication was found.
Google defines it as the number of times a customer clicked the call button. It does not measure answered calls, call length or jobs.
Chat and call history are no longer available in Business Profile. Past records were downloadable via Takeout until August 30, 2024.
Per PPC Land's report of Google's email, missed business-hours calls are charged as valid leads if the caller stays on the line more than 20 seconds. No Google help page confirming this was found, and the notice reportedly gives no price, voicemail or dispute details.
Over 3,000 US and Canadian trade businesses. Under 5 techs: 24%. 25+ techs: 59%. This is older data.
Blue Grid Media, Q1 2026. The same page says about 45% of LSA leads are 'unbookable' (spam, wrong numbers, out-of-area).
Monthly billing on the four plans; annual billing saves up to 10%. All plans include 5 local numbers and 250 local minutes.
Google says local results are mainly based on relevance, distance and popularity, and that there is no way to request or pay for a better local ranking.
A practical path
Decide what 'cost' means in your cost per booked job. Choose whether it includes only ad spend or also platform fees, call-tracking fees and staff time, write it down, and use the same definition every month.
Define 'booked' in plain terms for your shop: booked, completed and canceled are different outcomes, and none of the published guides define them for you. Count a job as booked when it is on the schedule, and track completions and cancellations separately.
Put a trackable phone number on each marketing source you want to compare, and turn on call tracking. In Google Ads, call reporting must be on, and you need at least one call asset or a location asset with a verified phone number.
In Google Ads, set a minimum call length for call conversions. Every call at least that long counts as a conversion. Check the setting yourself rather than assuming a default; Google's help pages do not state one in seconds.
Log every call through the funnel stages: calls, answered calls, qualified calls, booked appointments, completed jobs, and revenue by source. From these, compute answer rate, qualification rate and booking rate per campaign.
In Local Services Ads, mark leads as booked in the Leads view (US and Canada) with the job date, job type and customer name, so the platform's reports and yours agree.
Calculate cost per booked job per source: total cost ÷ booked appointments. Cross-check with CPL ÷ booking rate. If the two disagree, your lead or booking counts are inconsistent.
Review charged LSA leads and rate bad ones through 'Rate this lead' in the Leads view. Automated credits usually arrive within 30 days and the original charge still shows on the invoice, so reconcile invoices against credits.
If your LSA account will move to Performance Max, download your historical reports first. Google says previous campaign-level performance metrics will not migrate to Google Ads.
Set a review rhythm. PipelineOn recommends weekly, monthly and quarterly cadences for its eight KPIs; use weekly for calls and answer rate, monthly for cost per booked job and booking rate, and quarterly for budget and channel mix.
Feed booked jobs back into your ad platform where you can, for example by importing conversions from a CRM, so campaigns optimize toward booked work instead of raw calls.
Watch for these
Google defines Calls as the number of times a customer clicked the call button on your profile. It is not answered calls, call duration or jobs, and a phone number must be on the profile for the metric to work.
Chat and call history were removed from Business Profile as of July 31, 2024. If you need call records, they have to come from call tracking, your phone system or your CRM.
A cheap lead that rarely books is expensive. About 45% of LSA leads are described as unbookable by Blue Grid Media (spam, wrong numbers, out-of-area), and Digitalift's example shows only about 25% of tracked calls becoming booked jobs.
The $168/$250/$542 per-booked-job figures come from an LSA management agency, and pages that repeat them appear to share that origin. Compare against them, but build your own baseline from your own booked jobs.
LocaliQ's CPL does not define a lead on the page, and a summary says it counts form fills and phone calls. LSA charges for valid leads under Google's rules. Calls, leads and booked jobs are different counts, so do not compare them directly.
Under Google's lead-charging rules, a call is chargeable if you answer and speak with the customer or return a missed call. Reportedly from October 1, 2026, missed business-hours calls can also be charged if the caller holds over 20 seconds. Missed calls can now cost money and lose the job.
Google says previous campaign-level performance metrics will not migrate. Download historical reports before your account moves, or you lose your baseline.
None of the published guidance addresses small-sample volatility. A shop with a few dozen calls a month can see cost per booked job swing widely from a handful of jobs, so look at multiple months before changing budgets.
Some pages claim 62% or 74.1% of home-service calls go unanswered, but no primary source was found for either. CallRail's January 2025 analysis of 1.1 million leads reports 14% missed in home services.
Choose with context
Business Profile 'Calls'
Business Profile 'Bookings'
LSA charged lead
Google Ads call conversion
AI-qualified call conversion
Your own call tracking and CRM
| What it counts | Counts answered calls? | Counts booked jobs? | Where it comes from | |
|---|---|---|---|---|
| Business Profile 'Calls' | Taps on the call button | No | No | Google Business Profile performance |
| Business Profile 'Bookings' | Completed bookings managed through a booking provider | Not applicable | Only bookings through a booking provider | Google Business Profile performance |
| LSA charged lead | Valid leads you were charged for: call, message or booking | Calls chargeable if you answer and speak with the customer or return a missed call (reportedly also missed calls over 20 seconds from October 1, 2026) | Only if you mark the lead as booked (US and Canada) | Local Services Ads reports |
| Google Ads call conversion |
Takeaway
Measure what lands on the schedule, not what rings the phone. Define cost once, track each step from call to booked job to revenue, and use Google's reports for what they actually count. Treat published benchmarks, especially the $168/$250/$542 per-booked-job figures, as loose references from vendor data, and rely on your own booked-job history, which you should protect by downloading LSA reports before any Performance Max migration.
Core metric
Cost per booked job
Total marketing cost ÷ booked appointments, cross-checked with CPL ÷ booking rate.
Closest to Google's own booked-job data
LSA 'mark as booked' in the Leads view
In the US and Canada you can record booked status, job dates, job type and customer name, visible only to you.
For call-level records
Call tracking such as CallRail
Business Profile call history was removed on July 31, 2024, and Business Profile 'Calls' only counts call-button taps. CallRail plans run $50–$195 per month plus usage.
Before any account change
Download LSA historical reports
Google says previous campaign-level performance metrics will not migrate to Google Ads under Performance Max.
Cost per booked job is a ratio, so it only works if both parts are defined. Digitalift gives the formula as total marketing effort divided by the number of booked appointments. That page does not say what goes into 'total marketing effort,' and LeadTight, which also positions cost per booked job as the key metric, gives no formula or list of cost inclusions. You have to decide: ad spend only, ad spend plus platform and call-tracking fees, or those plus staff time. The choice matters less than keeping it constant.
If you already know your cost per lead (CPL) and your booking rate, you can get to the same place from the other direction: CPBJ = CPL ÷ booking rate. Blue Grid Media's examples are $50 CPL ÷ 31% ≈ $161, and $57 ÷ 35% ≈ $163. The second example reached us through a search-result summary of the Blue Grid page, so check it on the page if you plan to quote it.
White Shark Media breaks the path into six stages: calls, answered calls, qualified calls, booked appointments, completed jobs, and revenue by source. From those it computes an answer rate, a qualification rate and a booking rate for each campaign (the page is dated September 9, 2026). Tracking each stage tells you where the leak is. If calls are high but answered calls are low, you have a phone-coverage problem. If answered calls are high but booked jobs are low, look at call handling, lead quality or pricing conversations.
| KPI | What it measures |
|---|---|
Cost per lead (CPL) | Marketing cost per lead |
Customer acquisition cost (CAC) | Cost to win a customer |
Customer lifetime value (CLV) | Value of a customer over time |
Booked-job rate | Booked ÷ qualified leads |
Days-to-booked | How long it takes to get from lead to booked job |
Channel mix | How your leads and jobs are split across channels |
Marketing spend as % of revenue | Budget relative to revenue |
Return on ad spend (ROAS) | Revenue relative to ad spend |
Source: PipelineOn, 'contractor marketing KPI' post, June 6, 2026. The page does not cover call-tracking setup, Google platform rules, data-quality checks, or privacy and consent for call tracking.
Digitalift's example is useful for the arithmetic, but it is not a benchmark for your trade. In 30 days it tracked 93 calls and 23 booked jobs. It reports a $93 cost per booked job, a $2,700 average job and $62,100 in revenue. The call-to-booked rate works out to about 25% (23 ÷ 93). Revenue checks out as 23 jobs × $2,700 = $62,100. At $93 per booked job, the implied total marketing cost for the period is roughly $2,139 (23 × $93), which is our arithmetic, not a figure the page states.
The point of the example is the shape of the answer: a cost per booked job set against the average job value tells you whether a source is profitable. Digitalift does not give profitability thresholds, trade benchmarks or dates, so work out your own margin before deciding what a booked job is worth paying for.
Google gives you several numbers that sound alike. They are not interchangeable, and none of them is a booked-job count unless you supply that information.
Google Business Profile performance defines Calls as 'the number of times a customer clicked on the call button on your Business Profile.' You need a phone number on the profile. Bookings are 'the number of bookings people completed,' and Google notes that to get this data your bookings must be managed through a booking provider. Website clicks count clicks on the website link, and Messages counts the number of different conversations through messages. Search-term data updates monthly with up to a 5-day delay, and views are counted as unique visitors, limited across devices, and only counted once a day. The page defines no measure of answered calls, call length or jobs.
Call and chat history is gone from the profile. Per Google's help article, as of July 31, 2024, chat and call history are no longer available in Business Profile, and past records were downloadable via Takeout until August 30, 2024 (we saw this in search-result text from Google's help page; Invoca's blog from May 6, 2025 says the same). If you want call-level records, they must come from a call-tracking tool, your phone system or your CRM.
Google also states that local ranking is not for sale. Local results are mainly based on relevance, distance and popularity, with prominence drawing on links and review counts, and 'there's no way to request or pay for a better local ranking on Google.' Google's LocalBusiness structured data page (last updated 2026-09-08 UTC) lists address and name as required and telephone, opening hours, geo, URL and others as recommended, and says Google does not guarantee that features using structured data will show up in search results. It offers no guidance on measuring calls or jobs, and Search Central has no page on measuring leads or bookings.
| Number |
|---|
To measure calls from ads, call reporting must be turned on, and you need at least one call asset or a location asset with a verified phone number. Google creates a default conversion action called 'Calls from ads.' You set a minimum call length, and every call at least that long counts as a conversion.
Google lists five methods: calls from ads, calls to a website number, mobile website clicks (which count clicks, not calls), call ad clicks, and imported conversions from a CRM. The last one is how booked jobs get back into the platform.
Secondary sources say the default minimum call length is 60 seconds, but none of the three Google help pages reviewed (support.google.com/google-ads/answer/6095882, /6100664 and /2453991) states a default number of seconds. Open your conversion settings and read the actual value instead of assuming it.
Google also offers AI-qualified call conversions. The AI evaluates call recordings to judge lead quality, falling back to call duration and then ad interaction data. Recording must be enabled (it is on by default, but off by default for healthcare and financial services) and is available only when both phone numbers are in the US or Canada. The feature filters robocalls, spam and misdials. Google's page gives no launch date.
Google's LSA overview says 'Only pay when potential customers get in touch' and publishes no dollar figures. Eligibility covers 8 service categories and 80+ professions. There is no Google-published LSA price per lead, so the cost ranges below come from third parties.
LSA reports show charged leads broken down by call, message and booking, plus total charged and lead credits, with data going back to October 1, 2017. In the US and Canada you can mark leads as booked, with future or completed job dates, job type and customer name. Those details are visible only to you. Using this feature is the simplest way to make LSA's own reports line up with the booked-job count you are tracking.
Under Google's lead-charging page, a chargeable phone call is one where you answer and speak with the customer, or you return a missed call (without voicemail) and either speak with the customer or leave a voicemail. Not credited: calls outside business hours, advice-only calls, price research, canceled bookings and mismatched services. The version of this page we reviewed has no 20-second rule.
Missed-call charging. PPC Land reports Google's email 'Upcoming changes to lead charge policy,' with an effective date of October 1, 2026 (today, as of this guide). Under it, missed calls during business hours are charged as valid leads if the caller stays on the line for more than 20 seconds. If a phone menu requires a key press, the timer starts after the press. PPC Land says the notice gives no price for these leads and no voicemail or dispute details. A separate PPC Land article also reports follow-up calls within 15 days being chargeable once per contact, which the other article says is absent from the notice. The two PPC Land URLs carry different dates (September 25, 2026 and August 25, 2026), and no Google help page confirming the policy was found. Treat the rule as reported, not confirmed, and check your own LSA account notices.
What to do about it: track missed calls separately from answered calls, and watch whether your charged-lead counts rise relative to the calls you actually spoke to. That comparison is how you would see the policy in your own numbers.
Credits. Google's automated credits page says charged leads are reassessed over time and 'may be issued credits automatically.' Credits usually arrive within 30 days, and the original charge still shows on the invoice. You can rate leads through 'Rate this lead' in the Leads view. The Google page states no manual-dispute time limit; a third-party summary (Appliance Marketing Pros) says disputes must be filed within 30 days of the charge, and a Google search snippet mentions 'if you received the lead within the last 30 days.' If you plan to dispute, do it promptly.
Performance Max migration. Per Google Ads Help, LSA accounts are moving to Performance Max: a first phase in August 2026 for select US home and storefront services, wider expansion in late 2026, and remaining accounts and categories in 2027. Pay-per-lead stays. Manual bidding and vertical-level Target CPA are deprecated. Google's page says, 'Your previous campaign-level performance metrics...will not migrate to Google Ads,' and tells advertisers to download historical reports before migration. Do that before your account moves, or your month-over-month comparisons will start from zero.
The only widely repeated per-booked-job comparison comes from Blue Grid Media's '50 LSA Statistics 2026' (stat #41): LSA at $168 per booked job, Thumbtack at $250 and Angi at $542. The page says 'Last verified June 3, 2026,' with data 'as of Q1 2026.' A search-result summary describes the sample as more than 100 contractor accounts, published April 2026, while the Blue Grid page we opened refers to Q1 2026 managed accounts.
Sequoia GEO reports Thumbtack's booking rate at 18% and Angi's at 12%, citing 'Blue Grid Media, 2025/2026.' Blue Grid's own page puts the LSA booking rate at about 31% of answered calls (stat #16) and says about 45% of LSA leads are unbookable (stat #17: spam, wrong numbers, out-of-area).
Be careful with sourcing. Sequoia GEO attributes the $168/$250/$542 figures to Blue Grid Media, and NowBooked (July 30, 2026) lists Blue Grid among its sources. The pages repeating these numbers appear to share one origin, and Blue Grid is an LSA management agency. No independent replication was found. Use them as one reference point, not as proof that LSA is cheaper than aggregators for your business.
| Channel | Cost per booked job | Booking rate | Notes |
|---|---|---|---|
Google Local Services Ads |
Cost per lead is easier to find than cost per booked job, but definitions differ. LocaliQ's Google Search benchmark for home services reports a median CPL of $90.92, CPC of $7.85 and conversion rate of 7.33%, from 3,211 US campaigns between April 1, 2024 and March 21, 2025 (page last updated July 15, 2026). LocaliQ does not define 'lead' on the page; a search-result summary says it counts form fills and phone calls, not booked jobs. The extract also listed HVAC heating and furnaces at $129.02, identical to plumbing; whether that is a page error could not be confirmed, so it is left out of the table.
For LSA, Blue Grid Media gives Q1 2026 ranges by trade. A separate search-result snippet for SearchLight Digital gives a $53 average as of February 2026, on $6.72M of spend across 888 contractors, with HVAC at $51, plumbing at $57 and electrical at $39 (we did not open that page, so verify before citing).
Other published ranges are looser. Fieldservicetools lists '2026' paid-channel ranges of HVAC service $45–$85, plumbing $55–$95 and roofing replacement $180–$350, with no cited source. PipelineOn lists an average CPL of $144 (HVAC $153), attributed to WebFX 2026.
On Angi and Thumbtack pricing, the vendors' own prices were not verified. Third-party summaries say Angi charges roughly $288–300 per year plus $15–85 per lead, and Thumbtack about $10–$80+ per lead with credits near $1.50 each (WorkZen and 7ten, search-result summaries only). Get current pricing from the vendors before you compare.
| Trade | Cost per lead | Cost per click | Conversion rate |
|---|---|---|---|
Invoca's Home Services Lead Conversion Benchmarks Report (published July 2026 per the page, although the URL contains '2025') covers over 70 million calls across 9 home-services sub-industries and 7 channels. It finds that 52% of callers speak with a person; 65% of calls over 15 seconds are answered, and 73% of calls over 30 seconds. Of answered calls, 38% are leads, and 45% of leads convert on the call. ChatGPT-referred calls have the highest phone-lead rate at 45%; the page also contrasts 41% for AI-sourced calls with 48% for paid search. An earlier edition, reported by SupplyHT, cited 46% of home-services phone leads converting on the call (we did not open that article).
ServiceTitan's call booking data is older but more specific by trade: a typical shop books 42% of calls; plumbing 43%, electrical 41%, HVAC 38%, garage door and water treatment 31%. By size, shops with under 5 techs book 24% and shops with 25+ techs book 59%. The sample is over 3,000 US and Canadian trade businesses, and the data is from June 2022. Tradesly and others cite a ServiceTitan 'residential CSR book rate' of 65–75%, 85%+ for top performers and under 50% for weak ones (via search summary only). That metric likely measures something different, such as bookable calls handled by CSRs, and no ServiceTitan page stating it was found, so do not compare it with the 42% figure.
On missed calls, CallRail's January 2025 analysis of 1.1 million leads reports a 14% missed-call rate in home services, against 32% in healthcare, 28% in legal and 9% in real estate. It also says up to 85% of callers whose calls go unanswered never call back. These came from secondary summaries (DigDifferent, BusinessWire), because the BusinessWire release could not be retrieved directly. Other pages claim much higher rates (62% attributed to ServiceTitan, 74.1% unanswered), but no primary source was found for either, and they conflict with CallRail's 14%.
On speed to lead, the familiar '5 minutes' claim traces to a 2007 MIT/InsideSales.com study (21x more likely to qualify than at 30 minutes), later extended in a 2011 Harvard Business Review audit of 2,241 US firms. That research is mostly B2B, not local services (per a LeadAngel summary, itself secondary). PipelineOn repeats '21x' as 'WebFX 2026.' Fast response is sensible, but do not treat the 21x figure as a measured result for plumbers or roofers.
PipelineOn gives '8–12% of revenue' as an industry standard for marketing spend, but names no source for it. Treat it as a rough starting point to compare against your marketing-spend-as-%-of-revenue KPI, not as a recommendation.
Fieldservicetools offers a calculator that works backward from a revenue goal, average job ticket, booking rate and CPL to a budget. Its benchmarks have no cited source, so plug in your own booking rate and cost per lead from the tracking you set up above rather than its defaults.
If you need call-level tracking, third-party call tracking has published price points. CallRail's pricing page (viewed today; no date visible) lists four plans on monthly billing, with annual billing saving up to 10%. All plans include 5 local numbers and 250 local minutes. Form tracking is included only on the 'Complete' tiers, with 1,000 form submissions. Conversation intelligence is on the Lead Conversion tiers. An AI Voice Assistant add-on starts at $95 per month. Other call-tracking vendors' prices were not collected here.
| Plan | Monthly price | Notable inclusions |
|---|---|---|
Lead Tracking | $50 | 5 local numbers, 250 local minutes |
Most guides on cost per booked job cover the formula and a metric list but leave out the details that decide whether your numbers can be trusted. Digitalift gives the formula, why CPL misleads, a worked example and a simple pipeline, but no dates, trade benchmarks, conversion rates or profitability thresholds. Mackdata (June 12, 2026) lists metrics and attribution across channels but gives no numbers or case data. White Shark Media (September 9, 2026) covers scorecard stages, call-capture routing, a 30-day plan and feeding booked jobs back into ads, but cites no named-source statistics. Ad Leverage (August 16, 2025) works through eLocal-specific ROI math, CRM attribution and close rates from its own data, but is limited to one lead vendor.
Across the pages reviewed, none cite Google's own definitions of what Business Profile 'Calls' or LSA 'charged leads' measure. None mention the removal of Business Profile call history, the LSA missed-call charge, or the Performance Max migration and its loss of historical campaign metrics. None define booked versus completed versus canceled, or give an attribution lag or window. None address small-sample volatility. Several repeat the same Blue Grid figures without noting a single origin. Cover those gaps yourself with the steps in this guide.
Questions
Keep reading
Vendor pages change. Figures are as published on the capture date; confirm before deciding.
| Calls at least as long as the minimum call length you set |
| Indirectly, through call length |
| Only if you import outcomes from a CRM |
| Google Ads call reporting |
| AI-qualified call conversion | Calls judged as quality leads from recordings, falling back to duration, then ad interaction data | Filters robocalls, spam and misdials | Not stated | Google Ads (recording needed; both numbers in US or Canada) |
|---|
| Your own call tracking and CRM | Whatever you define, for example answered, qualified, booked, completed | Yes, if configured | Yes, if you log them | Third-party tools such as CallRail ($50–$195 per month plus usage) or your CRM |
|---|
| What Google says it counts |
|---|
| What it does not tell you |
|---|
Business Profile 'Calls' | Times a customer clicked the call button on your profile (phone number required) | Whether the call was answered, how long it lasted, or whether a job was booked |
Business Profile 'Bookings' | Bookings people completed, only if managed through a booking provider | Bookings made by phone or outside a booking provider |
Business Profile 'Website clicks' / 'Messages' | Clicks on the website link; number of different message conversations | Jobs or revenue |
LSA charged lead | A valid lead you were charged for, broken down by call, message and booking in LSA reports | Job value, unless you mark the lead as booked and add details |
Google Ads call conversion | A call from an ad (or other tracked source) at least as long as the minimum call length you set | Whether the call produced a booked job, unless you import that outcome |
Compiled from Google Business Profile help (support.google.com/business/answer/9918094), Local Services Ads reports help (support.google.com/localservices/answer/6226265) and Google Ads call-measurement help pages.
$168 |
About 31% of answered calls |
About 45% of LSA leads described as unbookable (spam, wrong numbers, out-of-area) |
Thumbtack | $250 | 18% | Booking rate reported by Sequoia GEO, citing Blue Grid Media 2025/2026 |
Angi | $542 | 12% | Booking rate reported by Sequoia GEO, citing Blue Grid Media 2025/2026 |
Source: Blue Grid Media, '50 LSA Statistics 2026' (https://bluegridmedia.com/lsa-statistics-2026), last verified June 3, 2026, data as of Q1 2026; Sequoia GEO (https://www.sequoiageo.com/local-services-ads-statistics). Circular sourcing: other pages repeat these figures from the same origin; no independent replication found.
All home services (median) |
$90.92 |
$7.85 |
7.33% |
Plumbing | $129.02 | $10.49 | 7.63% |
HVAC air conditioning | $127.74 | Not listed | 6.56% |
Electricians | $93.69 | Not listed | 9.08% |
Roofing and gutters | $228.15 | Not listed | 3.70% |
Source: LocaliQ, home services search advertising benchmarks (https://localiq.com/blog/home-services-search-advertising-benchmarks/). 3,211 US campaigns, April 1, 2024 to March 21, 2025; page last updated July 15, 2026. 'Lead' is not defined on the page.
| Trade | LSA cost per lead range |
|---|---|
Water damage | $80–$180 |
Roofing | $60–$130 |
HVAC | $45–$110 |
Plumbing | $35–$85 |
Electrician | $30–$70 |
Landscaping | $20–$55 |
Pest control | $18–$45 |
House cleaning | $12–$30 |
Source: Blue Grid Media, '50 LSA Statistics 2026' (https://bluegridmedia.com/lsa-statistics-2026), Q1 2026. Blue Grid is an LSA management agency.
| Segment | Call booking rate |
|---|---|
Typical shop | 42% |
Plumbing | 43% |
Electrical | 41% |
HVAC | 38% |
Garage door and water treatment | 31% |
Under 5 techs | 24% |
25+ techs | 59% |
Source: ServiceTitan, 'Average Call Booking Rates' (https://www.servicetitan.com/blog/data-call-booking-rates). Over 3,000 US and Canadian trade businesses; data from June 2022.
| Measure | Figure |
|---|---|
Callers who speak with a person | 52% |
Calls over 15 seconds that are answered | 65% |
Calls over 30 seconds that are answered | 73% |
Answered calls that are leads | 38% |
Leads that convert on the call | 45% |
Phone-lead rate, ChatGPT-referred calls | 45% |
Phone-lead rate, AI-sourced calls vs. paid search | 41% vs. 48% |
Source: Invoca Home Services Lead Conversion Benchmarks Report (https://www.invoca.com/reports/the-invoca-call-conversion-benchmarks-report-home-services-2025). Over 70 million calls, 9 home-services sub-industries, 7 channels. Published July 2026 per the page.
Lead Tracking Complete
$95 |
Adds form tracking (1,000 form submissions) |
Lead Conversion | $150 | Conversation intelligence |
Lead Conversion Complete | $195 | Form tracking (1,000 form submissions) and conversation intelligence |
Source: CallRail pricing (https://www.callrail.com/pricing), viewed 2026-10-01; no date shown on the page. Annual billing saves up to 10%.
| Item | Overage price |
|---|---|
Local numbers | $3 each |
Local minutes | $0.05–$0.06 |
Toll-free numbers | $5 |
Texts | $0.03 |
Form submissions | $0.02 |
Source: CallRail pricing page, viewed 2026-10-01. AI Voice Assistant add-on starts at $95 per month.