Current performance standards for Home Services (Plumbing) advertising on Google Local Services.
Click-Through Rate
Cost Per Click
Conversion Rate
Cost Per Acquisition
For plumbers and HVAC, Google Local Service Ads (LSAs) operate on a Pay-Per-Lead model, not Pay-Per-Click. This results in an 'infinite' conversion rate relative to spend, but effectively a 40-50% connection rate on leads generated. **Speed to Lead:** In 2025, Google's algorithm heavily favors businesses that answer LSA calls within 15 seconds. Missed calls directly degrade your ranking for the next week. **Verification:** The 'Google Guaranteed' badge is now the baseline entry ticket. Unverified listings are virtually invisible in the top 3-pack for mobile searches.
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