In 2026 the average Google Ads cost per lead is $66.69 and the average Facebook (Meta) lead runs roughly $15–$650+ depending on industry. Facebook usually wins on raw lead cost; Google usually wins on cost per booked job. For most service businesses the smart play is to run both and judge each on cost per closed deal, not cost per lead.
"Which is cheaper, Google or Facebook?" is the wrong question. The right one is: which channel puts a paying customer in your calendar for the least money? At Like IT Global we've spent across both platforms for service businesses worldwide and helped generate $130M+ in client revenue — and the answer almost always depends on intent, industry, and what you do with the lead after it comes in. Here's the 2026 data, side by side.
What is the average cost per lead on Google Ads in 2026?
The average Google Ads cost per lead in 2026 is $66.69 — down from $70.11 in 2025, the first overall decline in five years. That figure comes from WordStream/LocalIQ's 2026 benchmark study of 13,000+ search campaigns across 23 industries (April 2025–March 2026).
But the average hides huge swings by industry. High-value, high-competition verticals pay far more per lead, while low-ticket local services pay a fraction.
| Industry | Avg Google Ads CPL (2026) |
|---|---|
| Attorneys & Legal Services | $131.63 |
| Furniture | $106.70 |
| Real Estate | $102.51 |
| Overall average | $66.69 |
| Restaurants & Food | $30.57 |
| Automotive Repair & Service | $29.96 |
| Arts & Entertainment | $26.84 |
Source: WordStream / LocalIQ 2026 Search Advertising Benchmarks.
What is the average cost per lead on Facebook Ads in 2026?
Facebook (Meta) lead cost in 2026 ranges from about $15 to $650+, with most service businesses landing in the $20–$80 band (Sotros 2026 Facebook Ads benchmarks). The reason for the wide range: Facebook is interruption-based, so lead quality and price swing hard with your offer, creative, and targeting.
The headline gap people fixate on is cost per click. Facebook's average CPC is about $0.62 versus Google Search at $2.69 (Stackmatix 2026). Cheaper clicks make Facebook look like the obvious winner — until you look at what those leads actually do.
Google Ads vs Facebook Ads: which is cheaper per lead?
Facebook is usually cheaper per raw lead. Google is usually cheaper per booked job. That is the single most important distinction in this whole comparison.
Here's a home-services example from Stackmatix's 2026 data that shows why raw CPL is misleading:
| Metric | Google Ads | Facebook Ads |
|---|---|---|
| Cost per lead | $50 | $20 |
| Close rate | 40% | 12% |
| Cost per booked job | $125 | $167 |
Source: Stackmatix 2026 — Google Ads vs Facebook Ads Cost Per Lead.
The Facebook lead is 60% cheaper, yet the booked job costs 34% more because intent is lower — those people weren't searching for you, they were scrolling. Google captures demand that already exists; Facebook creates demand you didn't have. Both are valuable, but they are not interchangeable.
When should a service business use Google Ads?
Use Google Ads when people are actively searching for what you sell — especially urgent, high-intent needs. A burst pipe, a lawyer needed today, an emergency HVAC repair: these buyers type a query and call the first credible result.
- Emergency and urgent trades: HVAC, plumbing, locksmith, water damage, towing.
- High-ticket professional services: legal, accounting, B2B consulting.
- Established demand: a product or service people already know to search for.
For a deeper trade-specific walkthrough, see our guide on Google Ads for roofers in 2026 — the cost-per-job math applies to most contractors.
When should a service business use Facebook Ads?
Use Facebook (Meta) Ads when you need to create demand, target by demographics or interests, or promote an offer people aren't actively searching for yet.
- Project and considered trades: roofing, remodeling, solar, kitchens.
- Local consumer services: med spas, dental, gyms, real estate open houses.
- Offer-led campaigns: free quotes, lead magnets, limited-time promos.
We break down the full creative-and-funnel setup in how to generate 100+ leads per month with Facebook Ads in 2026.
How should you split budget between Google and Facebook?
For most service businesses, run both and weight the split by buying behavior. Stackmatix's 2026 guidance for the trades is a useful starting frame:
- Emergency trades (HVAC, plumbing): ~$2,000 Google / $1,000 Facebook — lean into existing search demand.
- Project trades (roofing, remodeling): ~$1,000 Google / $2,000 Facebook — you have to create and nurture the demand.
Whatever the split, the leads only pay off if you respond fast and follow up relentlessly. Most businesses leak 30–50% of their paid leads simply by being slow. Closing that gap is exactly what our automated lead follow-up system is built for — instant reply, then a multi-touch sequence until they book.
Why cost per lead is the wrong metric to optimize
The number that pays your mortgage is cost per acquired customer, not cost per lead. A $20 lead that never closes is infinitely expensive. A $130 legal lead that becomes a $6,000 case is a bargain. Track three numbers per channel: cost per lead, lead-to-booked rate, and booked-to-closed rate — then optimize the channel that produces the cheapest closed deal.
This is the core of how Like IT Global works. We don't just run ads and hand you raw leads. We generate the lead, qualify it with AI, book the meeting, and only earn commission on revenue we actually help close — on a flat $297/mo platform fee. When the agency only wins when you win, "cheapest CPL" stops being a vanity metric and starts being real pipeline. See our complete 2026 lead generation guide for service businesses for the full system.
Frequently asked questions
Is Google Ads or Facebook Ads better for lead generation in 2026?
Neither is universally better. Google Ads captures high-intent buyers already searching, so it typically produces a lower cost per booked job. Facebook Ads produces cheaper raw leads and is stronger for creating demand and targeting by demographics. Most service businesses get the best result running both and judging each by cost per closed deal.
How much does a lead cost on Google Ads in 2026?
The 2026 average Google Ads cost per lead is $66.69, ranging from about $27 for arts and entertainment to $131.63 for legal services (WordStream/LocalIQ 2026 benchmarks).
How much does a Facebook lead cost in 2026?
Facebook Ads cost per lead in 2026 ranges from roughly $15 to $650+, with most service businesses paying $20–$80 per lead depending on offer, creative, and targeting (Sotros 2026).
Why are my Facebook leads cheaper but worse quality?
Facebook leads come from people scrolling a feed, not searching with intent, so they convert at a lower rate. The fix is fast follow-up, strong qualification, and a clear offer — not abandoning the channel. Lower intent is normal for Facebook and is offset by lower cost when you nurture properly.
Should I run both Google and Facebook ads?
For most service businesses, yes. Google captures existing demand; Facebook creates new demand and retargets. Running both gives you a fuller funnel — just allocate more budget to the platform that matches how your customers actually buy.
Stop guessing which channel works. We'll prove it on commission.
You don't need to pick Google or Facebook in the dark. Like IT Global builds, runs, and optimizes both — then qualifies every lead with AI, books the meetings, and only earns commission on revenue we help you close, on a flat $297/mo platform fee. You see cost per booked job, not just cost per click. Get your free lead generation plan →
Written by Lisa Karlsson, Growth Strategist at Like IT Global. Lisa helps service businesses across Europe, North America, and the Gulf build scalable client-acquisition systems with Meta Ads, Google Ads, and marketing automation.