What's a Good Cost Per Lead for Landscaping Companies on Google Ads?

Landscaping and lawn care companies pay an average of $87.80 per lead on Google Ads Search campaigns, based on a 2025 analysis of 61 landscaping businesses that spent a combined $225,000 on Google Ads (Evergrow Marketing). Average cost per click across the same accounts was $3.65, and the number swings heavily by season.

The data behind the number

Evergrow Marketing's 2025 Landscaping and Lawn Care Google Ads Benchmarks report tracked 61 companies and $225,000 in combined Search ad spend over 2024, landing on an average cost per lead of $87.80 and average CPC of $3.65. A separate industry estimate puts landscaping specifically closer to $104 per lead as a reasonable target figure, while broader home-services benchmark tracking from LocaliQ puts the category average around $85 per lead — different sources, but a consistent range in the $85-$105 band.

Seasonality moves the number more than almost anything else

• Late April through May (peak season): cost per lead drops to roughly $40-$50, the cheapest window of the year
• Mid-summer: costs level back out to the mid-$80s to $90s
• Winter (off-season): cost per lead can climb above $200 in many markets, since fewer people are searching but competition for the smaller remaining pool of leads doesn't fall proportionally

A landscaping company judging its account against a flat $87.80 benchmark without accounting for the month it's looking at will draw the wrong conclusion in both directions — a $150 lead in January isn't necessarily a failing campaign, and a $95 lead in May might actually be underperforming.

How this compares to Local Services Ads

Google Local Services Ads — a separate pay-per-lead product from standard Search ads — show a lower and tighter range for landscaping contractors: average $47.69 per lead, median $44.83, with the middle 80% of advertisers landing between $39.20 and $59.72, according to LSA cost-estimator data from 99 Calls. That gap makes sense: LSA leads are pre-qualified through Google's own screening and the Google Guarantee badge, which typically costs more per lead to unlock but converts at a higher rate than standard Search traffic.

What this means for budgeting

If you're running standard Search ads, plan around $85-$105 per lead as a full-year average, with real month-to-month swings from roughly $40 in spring to $200+ in winter. Some industry estimates put close rates on Google-sourced landscaping leads around 30-50%, which would put blended customer acquisition cost in the $170-$300 range on top of the lead cost itself — treat that figure as a rough estimate rather than a hard benchmark, since it depends heavily on each company's own sales process. If low, predictable cost per lead matters more than raw volume, Local Services Ads are worth testing alongside standard Search, given their tighter observed range.

Bottom Line

Budget $85-$105 per lead for a landscaping or lawn care Google Ads account in 2026 on a full-year average, and expect that number to compress to $40-$50 in peak spring season and expand well past $150-$200 in the off-season — plan cash flow and lead-volume expectations around the season, not the annual average.