In February 2026, SearchLight Digital tracked 126,650 Google Local Services Ads leads across 888 home-service contractors and 1,774 campaigns. The average book rate, the share of leads that ended in a booked appointment, was 43.9 percent.
- Plumbing: 44.5 percent booked
- HVAC: 44.0 percent
- Electrical: 43.4 percent
- Drain and sewer: 39.5 percent
SearchLight's January 2026 Google Ads benchmark, 816 contractors, read the same way: branded searches booked 55.3 percent, all Google Ads together 41.7 percent, non-branded searches 37.6 percent.
These are a vendor's own tracked accounts, gross of disputed-lead credits, and February is heating season, which can lift HVAC conversion. The page's own conclusion is the point: whether a paid lead turns into revenue depends entirely on what happens after it comes in. The same is true of a Meta lead form. A lead that waits for a callback is a lead someone else answers.
Pull one number. Of last month's paid leads, how many ended in a booked appointment?
What ProxMedia does about it: Meta ads are never run into a phone nobody answers, and the lead reply goes out the minute the form lands.
Source: SearchLight Digital, Home Services LSA Benchmark, February 2026 (888 contractors, 1,774 campaigns, 126,650 leads) and its January 2026 Google Ads benchmark (816 contractors).