💰 Cost Per Lead by Service
| Service | Avg CPL |
|---|
| Carpet Cleaning | $53.08 |
| Duct Cleaning | $68.36 |
| General Restoration | $85.62 |
| Mold Remediation | $226.91 |
| Sewer / Sewage | $330.43 |
| Fire Damage | $481.13 |
| Water Damage | $518.58 |
| Storm Damage | $570.50 |
| Biohazard | $643.22 |
| Flood Damage | $645.57 |
Key takeaway: Carpet cleaning leads cost ~12x less than flood damage leads. Clients with mixed services need to understand why their blended CPL shifts with service mix.
📈 Conversion Rates by Service
| Service | Avg CVR |
|---|
| Carpet Cleaning | 17.73% |
| Duct Cleaning | 17.74% |
| Mold Remediation | 7.80% |
| Fire Damage | 5.84% |
| Water Damage | 4.59% |
| Storm Damage | 4.29% |
| Flood Damage | 3.76% |
Key takeaway: High-urgency services (water, fire, flood) convert at under 6% while maintenance services (carpet, duct) convert at 17%+. Higher intent doesn't always mean higher conversion.
🖱 Cost Per Click by Service
| Service | Avg CPC |
|---|
| Carpet Cleaning | $9.41 |
| Mold Remediation | $17.69 |
| Water Damage | $23.78 |
| Fire Damage | $28.12 |
| Sewer / Sewage | $35.28 |
| Biohazard | $56.69 |
🔑 CPL by Keyword
| Keyword | CPL |
|---|
| COIT branded traffic | $23.85 |
| upholstery cleaning | $44.26 |
| carpet cleaning | $57.04 |
| air duct cleaning | $73.57 |
| dryer vent cleaning | $82.95 |
| black mold remediation | $248.64 |
| home mold remediation | $303.44 |
| fire damage restoration | $412.68 |
| water damage restoration | $529.29 |
🔎 CPC by Keyword
| Keyword | CPC |
|---|
| water restoration services | $38.90 |
✅ Local Services Ads (LSA)
| Metric | Value |
|---|
| Avg cost per charged lead | $321.72 |
| Charge rate | 85% |
| Lowest CPL (top accounts) | $28.80 |
| Oregon Restoration CPL | $312.70 |
| Rainbow San Diego CPL | $756.84 |
| Total LSA leads tracked | 8,273 |
Key takeaway: LSA charge rate is 85% — meaning 15% of leads can be disputed. The spread from $28.80 to $756.84 shows how much market and service type matters.
📊 Lead Volume
| Category | Leads |
|---|
| Carpet Cleaning (LSA) | 5,473 |
| Water Damage (LSA) | 2,800 |
| Water Cleanup (sub-service) | 1,829 |
| Mold Removal (sub-service) | 1,743 |
| Mold Inspection (sub-service) | 411 |
🎯 Big Picture
| Metric | Value |
|---|
| Avg Search CPL (all restoration) | $101.94 |
| CPL gap: Carpet vs Water Damage | $465.50 |
| CPL gap: Water Damage vs Mold | $291.67 |
Key takeaway: The average restoration CPL across all services is ~$102. But that number hides massive variance — always break it down by service when talking to clients.
