Lead costs · 6 min read
How much does a lead cost in your industry?
Real 2026 benchmark numbers for Meta and Google lead costs across real estate, legal, clinics, dentists, finance, roofing and more, and what actually moves your cost per lead.
Poutine media Inc. · November 9, 2026
Every professional who has ever looked at running ads asks the same first question: what will a lead actually cost me?
The honest answer is that it depends on your industry, your platform and your creative. But “it depends” isn’t useful when you’re setting a budget. So here are the real numbers.
The 2026 benchmarks
LocaliQ and WordStream publish lead cost benchmarks every year, based on thousands of US advertisers. These are averages, which means half of advertisers do better and half do worse. They’re the best public starting point there is.
| Industry | Meta (Facebook) cost per lead | Google Search cost per lead |
|---|---|---|
| Real estate | $13.74 USD | $102.51 USD |
| Legal | Not published | $131.63 USD |
| Clinics (physicians and surgeons) | $32.14 USD | $40.04 USD |
| Dentists | $61.56 USD | $72.97 USD |
| Finance and insurance | Not published | $74.44 USD |
| Home improvement (roofing) | $42.95 USD | $90.92 USD |
| Education | $26.31 USD | $77.48 USD |
Source: LocaliQ / WordStream Facebook and Google Ads Benchmarks 2026, US advertisers, USD.
Two patterns jump out.
Meta is usually cheaper per lead. People on Facebook and Instagram aren’t searching for you, so you reach them earlier and more cheaply. Those leads often need more nurturing.
Google is usually more expensive, and more ready. Someone searching “lawyer near me” has already decided they need help. You pay more for that intent.
Why your number will be different
Benchmarks are averages across every kind of advertiser, good and bad. Four things move your cost per lead more than anything else.
1. Creative
On Meta, your ad has about three seconds to earn attention. A reel that stops the scroll can cut your cost per lead dramatically compared with a stock photo and a paragraph of text. This is the biggest lever most professionals ignore.
2. The offer
“Contact us” is a weak offer. A free home evaluation, a free consultation or a clear next step gives people a reason to raise their hand now.
3. The lead form
Every extra question lowers volume and raises quality. The right balance depends on how much time you have to follow up.
4. Follow-up speed
This one doesn’t change your cost per lead, but it changes your cost per client. A lead called within minutes is far more likely to convert than one called the next day.
What we see in real estate
In real estate on Meta, our campaigns have delivered 3,308 leads at $7.90 CAD per lead, from $26,119.52 in ad spend. The 2026 benchmark for real estate on Facebook is $13.74 USD.
The difference comes from the four levers above, mostly creative. We make the video and run the ads as one team, so the hook and the targeting are built together.
Estimate your own numbers
Want to see what your budget could do in your industry? Our free Lead Cost Estimator uses these benchmarks, converted to Canadian dollars, to give you a monthly lead range in seconds.
Or, if you’d rather talk it through, book a free 15-minute lead audit. We’ll look at what you’re spending now and tell you straight what your leads should cost.