Google Local Services Ads cost is pay per valid lead, not per click. Google’s help pages say you set a budget and a bidding mode, and lead prices vary by location, job type, lead type (call, message, or book), and how you bid (How leads work, checked Oct 26, 2026; How bidding works for Local Services Ads, checked Oct 26, 2026).
There is no single public price list for roofing leads by city. Google may spend more than your average weekly budget in a busy week, but it caps spend at your monthly maximum from that weekly budget (How to edit your budget, checked Oct 26, 2026). Invalid or low-quality leads can be filtered or credited under Google’s lead rules.
Plan budget from how many estimates your crew can run. After migration into Google Ads Performance Max with pay-per-lead goals (phased for U.S. home services starting August 2026 per Google), budgets use a daily average with a monthly cap of daily budget times 30.4 (LSA transition help, checked Oct 26, 2026).
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