I’m trying to sanity-check expectations around PPC performance and would appreciate input from people who actually manage or analyze campaigns in home services.
I run a residential service plumbing company, and I’m less concerned with raw lead volume and more focused on lead quality.
Specifically, I’m trying to understand:
-What % of PPC leads typically turn into qualified leads (legitimate service opportunities, not wrong numbers, tire kickers, etc.)?
-Are there standard KPIs marketers track around lead quality, or is most optimization still centered around volume and CPL?
-How are you defining and measuring “qualified” on your end?
Right now, we’re seeing roughly 25% of incoming leads qualify into real opportunities, and I’m trying to determine if that’s in line, low, or something we should be pushing to improve.
For context, this is residential service (not install-heavy, not new construction), and most calls are inbound.
Appreciate any real-world benchmarks or how you’re thinking about this.