Google Ads cost per lead in the Jacksonville metro runs from about $55 to $301 for a med spa up to $765 to $5,056 for a personal injury firm, by our estimates for ten industries. Plumbing ($473 to $1,680) and HVAC ($476 to $1,562) are the most expensive home services: about twice roofing and three times pest control.
Narsil Creative sells SEO and paid search in Jacksonville, so we have an interest in what these numbers say. Every figure below shows how it was made, so you can check it or redo it for your own searches.
How much does a Google Ads lead cost in Jacksonville?
| Industry | Cost per lead | Monthly searches (top ten) | Searches with a bid |
|---|---|---|---|
| Personal injury law | $765 to $5,056 | 6,828 | 8 of 10 |
| Plumbing | $473 to $1,680 | 10,734 | 9 of 10 |
| HVAC | $476 to $1,562 | 7,482 | 8 of 10 |
| Roofing | $205 to $900 | 5,795 | 10 of 10 |
| Real estate | $154 to $638 | 2,572 | 8 of 10 |
| Pest control | $158 to $545 | 8,153 | 8 of 10 |
| Moving | $173 to $516 | 5,109 | 8 of 10 |
| Dentists | $71 to $318 | 25,090 | 10 of 10 |
| Med spas | $55 to $301 | 9,318 | 10 of 10 |
| Pool service | $74 to $273 | 2,869 | 10 of 10 |
Each range is weighted by how often each search is run. The low end uses Google's low top-of-page bid and the high end its high top-of-page bid. The high bid is what the top of the page can cost in the most competitive auctions, so read the high end as a ceiling.
How did we price a lead?
Cost per lead is the cost of a click divided by the share of clicks that become leads. For the click, we used the top-of-page bid ranges Google Ads reports for each search, pulled on October 14, 2026 for the five-county metro (Duval, St. Johns, Clay, Nassau and Baker). For the share that become leads, we used the average conversion rate for each industry's category in LocaliQ's 2026 search advertising benchmarks.
How one search was priced: “emergency plumber near me”, 589 searches a month.
Top-of-page bid
$67.60 to $145.98
Google Ads, five-county metro, October 14, 2026
Clicks that become leads
8.05%
LocaliQ 2026, Home & Home Improvement
Cost per lead
$840 to $1,813
Low bid for the low end, high bid for the high end
The searches are each industry's ten biggest buying searches by monthly volume, averaged over the last 12 months and summed across the five counties. We wrote the seed services before pulling any data, then kept only searches that name a service to hire. Brands, named companies, how-to searches and job searches came out, with every dropped search kept in the spreadsheet beside its reason.
Two kept searches need a note. Med spas' top search is "semaglutide" (2,153 a month), and some of those searchers are looking for a prescription from a doctor or pharmacy. Two HVAC searches ("fix ac compressor" and "ac unit fix") may be people fixing it themselves. They report no bid, so they count toward demand and stay out of the price.
Eleven of the 100 searches report no bid at all. They count toward each industry's demand and stay out of its cost per lead.
Which searches cost the most, and which the least?
| Search | Top-of-page bid | Cost per lead |
|---|---|---|
| car accident lawyer near me | $111 to $594 | $1,992 to $10,701 |
| lawyers for auto accidents | $63 to $439 | $1,141 to $7,909 |
| personal injury lawyer near me | $45 to $335 | $808 to $6,039 |
| emergency plumber near me | $68 to $146 | $840 to $1,813 |
| ac company near me | $51 to $147 | $635 to $1,822 |
| pool filter cleaning | $0.45 to $2.77 | $5.59 to $34 |
| mini splits ac | $0.53 to $11 | $6.58 to $141 |
| microneedling | $1.04 to $6.21 | $10 to $60 |
Medical malpractice is the outlier inside law: its three searches cost $69 to $694 a lead, against $808 to $6,039 for "personal injury lawyer near me", because their bids are about a tenth as high. Bid data can't tell us why. Fewer firms may bid on those searches locally, or the auction may be thin enough to swing.
Dentists have by far the most demand: 25,090 searches a month across their top ten, 2.3 times plumbing's 10,734, and among the cheapest leads in the study.
When do these searches peak?
Every search in the study has a peak month in the 12 months before the pull. A few patterns are worth planning around:
- "ac repair" peaked in August 2026, and seven of HVAC's ten searches peaked in July.
- Plumbing's biggest search, "plumbers near me", peaked in February 2026, along with "plumbing frozen pipes", "emergency plumber near me" and "water heater repair near me".
- Eight of dentists' ten searches peaked between December and March.
- Half of pest control's searches peaked in May, termites and bed bugs among them.
A peak month tells you when demand was highest last year. It doesn't predict next year's weather.
Price your own searches
The study's method fits one business as well as ten industries. You need a Google Ads account (Keyword Planner is free to use inside it) and your own list of services.
YOUR COST PER LEAD, THE STUDY'S WAY
1. In Keyword Planner, enter the services you sell, set the
location to your service area, and pull "Top of page bid
(low range)" and "(high range)" for each search.
2. Keep the searches that name a service to hire. Drop brands,
how-to searches and job searches.
3. For each search:
low cost per lead = low bid / conversion rate
high cost per lead = high bid / conversion rate
4. Weight each search by its monthly searches and add them up.
5. Use your own conversion rate if your account has one you trust.
If not, use your category's average:
Home and home improvement 8.05%
Attorneys and legal 5.55%
Dentists and dental 10.67%
Beauty and personal care 10.35%
Real estate 3.70%
(LocaliQ, Search Advertising Benchmarks, 2026 data)
Our spreadsheet has a tab that runs steps 3 and 4 for up to 30 searches (it's free, and it asks for your email). Then put the result beside what a lead is worth to you. Our guide to Local Services Ads cost has the break-even math: gross profit per job times the share of leads that become jobs.
What doesn't this study tell you?
What you'll pay. These are market estimates from bid ranges and an industry average, and your account's cost per click depends on your ads, your landing page and who else bids that week. A business with a strong conversion rate pays less per lead than the table says; one with a weak landing page pays more.
It also has no Local Services Ads column. Google doesn't publish its Local Services Ads price per lead, and this edition couldn't read it without an advertiser's account. If you run them, your own cost per charged lead is the number to use.
For a plumber whose job is worth a few hundred dollars in profit, a $473 lead at the low end can lose money before the first ad runs. That's a reason to fix the search basics first, and the nine checks before running Google Ads say when ads make sense at all. If you already run them, our two-week account audit method checks whether the account's data can be trusted before anyone changes a bid. When the math does work, we run Google Ads as part of our paid media service.
Those basics include your directory listings. Our study of 600 Jacksonville businesses found 42% have at least one listing that contradicts their own Google Business Profile, and 16% have no listing we could find.