Google Ads cost per lead in Singapore: real numbers from four home-services accounts
Short answer
In September 2026, four Singapore home-services businesses we run Google Ads for spent about S$18,220 and got about 1,045 leads. A lead means a phone call or WhatsApp enquiry from an ad. The average cost per lead was about S$17.44. Cleaning was cheapest at S$15.55 and plumbing the most expensive at S$22.44.
Most articles on Google Ads costs give you click prices. Clicks don’t pay anyone’s bills. So here is what a lead actually cost four Singapore home-services businesses in one month, straight from their Google Ads dashboards.
The figures cover 1 to 30 September 2026. All amounts are in Singapore dollars. The businesses stay anonymous, but the trades are real: hacking and demolition, plumbing, electrical work and cleaning.
How much does a Google Ads lead cost a Singapore home-services business?
Between S$15.55 and S$22.44 per lead in September 2026, across the four accounts. The blended average was about S$17.44.
A lead here means a phone call or a WhatsApp enquiry that came from an ad. Not a page view. Not a form someone abandoned halfway. That’s the only thing these accounts count as a conversion.
Google Ads results, 1 to 30 September 2026, from each account’s dashboard. Clicks and conversion rate are worked out from spend divided by average CPC, so treat them as approximate.
| Trade | Spend | Leads | Cost per lead | Avg. CPC | Approx. clicks | Approx. click-to-lead rate |
|---|---|---|---|---|---|---|
| Hacking and demolition | S$3,500 | 224 | S$15.61 | S$3.32 | 1,054 | 21% |
| Plumbing | S$4,510 | 201 | S$22.44 | S$5.67 | 795 | 25% |
| Electrical | S$5,360 | 308 | S$17.40 | S$6.37 | 841 | 37% |
| Cleaning | S$4,850 | 312 | S$15.55 | S$6.14 | 790 | 39% |
| All four | S$18,220 | 1,045 | S$17.44 | S$5.24 | 3,480 | 30% |
The cleaning account’s lead count is 311.98 in Google Ads because of attribution. We rounded it to 312.
Why does plumbing cost more per lead than cleaning?
Plumbing had the highest cost per lead even though its clicks weren’t the most expensive. The difference is what happens after the click.
Electrical and cleaning clicks cost over S$6 each. But more than a third of those clicks turned into a call or a message. Plumbing clicks were cheaper, at S$5.67, and about one in four converted. Hacking and demolition had the cheapest clicks by far, at S$3.32, and the lowest conversion rate, at about one in five.
So the price of a click tells you very little on its own. A cheap click that doesn’t turn into a call is still wasted money. That’s why we report cost per lead first.
A few things move the click-to-lead rate in accounts like these:
- Urgency. A burst pipe or a power trip gets a call within minutes. A renovation job gets compared.
- Research searches. Some searches come from people pricing a job months away, or looking for DIY fixes and jobs. We block those terms from day one, but some still get through.
- The landing page. A page that shows the phone number, the WhatsApp button and the areas served converts better than a general home page.
- Hours. An ad that runs when nobody can pick up wastes clicks. We schedule ads around the hours each business can take calls.
What does this mean for your Google Ads budget?
Use cost per lead to set the budget, not the other way round. Work out what a lead is worth to you, then check whether these numbers leave room for profit.
Some simple arithmetic, not a forecast: at the blended S$17.44, a S$1,000 monthly budget would buy about 57 leads. At plumbing’s S$22.44, it would buy about 45. If one in three leads becomes a job, each job costs you roughly S$52 to S$67 in ad spend.
Your numbers will differ. Your area, your reviews, your opening hours and your prices all change how many callers become customers. And these are four accounts over one month, not an industry benchmark.
For click prices across more Singapore industries, see what Google Ads costs in Singapore. For what agencies charge to run the account, see Google Ads management fees in Singapore.
How do we track a lead as a call or WhatsApp enquiry?
Every account counts two things as a conversion: calls from the ad or the website, and WhatsApp enquiries started from the ad or the website. Nothing else is fed to Google’s bidding as a win.
That matters because Smart Bidding learns from whatever you tell it counts. Tell it a page view is a win and it will find you cheap page views. Tell it a call is a win and it goes looking for callers.
Tracking goes in before any money is spent. If your account counts page views, time on site or button clicks as conversions, your cost per lead is probably flattering you. Our guide on why Google Ads stops generating leads covers how to check.
Can I use these figures?
Yes. You’re welcome to quote or republish the table with a credit and a link to this page. We plan to update it with new months as more data comes in.
If you run a home-services business in Singapore and want to know what your leads should cost, we run Google Ads for Singapore businesses on these same rules. Fees are a one-off S$300 setup plus 15% of monthly ad spend, with a minimum spend of S$1,000 a month.