Google Ads Return on Ad Spend for Home-Service Contractors: How 27x Is Measured

Want this worked out for your numbers? Free 15-min check → or call +1 (256) 516-9910

Summary: Return on ad spend is the value of work won divided by ad spend. Measuring it properly means tracking each lead to a booked and invoiced job. Across the accounts we run, the average is 27x, with $1M+ of work won for clients every month and leads averaging $63.

How to calculate ROAS

ROAS = revenue from jobs that came from ads ÷ ad spend. If you spend $10,000 and win $150,000 of work from those leads, ROAS is 15x. Use the ROI calculator.

How we measure our 27x

• Every lead is tracked from call or form to the keyword or LSA lead.
• Jobs are matched to leads in the client's CRM.
• We count the value of work won, divided by ad spend.

A real example

One plumbing client spent $14.1K in a month and got 237 calls and forms, about $60 each, which turned into about $300K of work. See the full case study.

What moves ROAS

• Targeting high-ticket job types.
• Landing pages built for each job.
• Answering every call fast. See call booking rate.
• Cutting search terms that never book.

Benchmarks

For more numbers see paid media benchmarks 2026 and cost per lead benchmarks.

FAQ

Is ROAS the same as profit?

No. ROAS uses revenue; subtract job costs to see profit.

How long before ROAS is reliable?

Use at least three months of data, as projects take time to close.

Does ROAS differ by trade?

Yes, ticket sizes differ; plumbing high-ticket work tends to produce strong returns.

Opus Group runs Google Ads, Local Services Ads and high-converting landing pages for local service businesses. See how it works.

Opus Group is a plumbing marketing agency working with plumbers across the US, including Chicago, Sacramento, San Diego and Charlotte.

Theo Prada is the founder of Opus Group, which runs Google Local Services Ads and Google Ads for local service businesses.