Benchmarks Report 📊
Cost per lead, booking rate, close rate, ROAS and cost per signed contract from nine insulation companies on Facebook and Instagram, with every calculation shown.
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Across nine insulation companies that ran Facebook and Instagram ads with Growth Partner, the median cost per lead was $35.55, about one in three leads booked an estimate (median 33.9%), and the median cost per booked estimate was $90.44. Where the case studies publish enough data to calculate it, one signed contract cost a median of $779.68 in ad spend, against a median of $4,259.69 in revenue per closed job.
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Metric | Median | Range | Accounts (n) |
|---|---|---|---|
Cost per lead | $35.55 | $21.18 to $52.49 | 8 |
Lead to booked estimate | 33.9% | 31.4% to 54.0% | 6 |
Cost per booked estimate | $90.44 | $63.53 to $167.31 | 6 |
Booked estimate to signed job | 11.5% | 6.9% to 25.0% | 6 |
ROAS (revenue / ad spend) | 4.46x | 3.02x to 15.34x | 7 |
Ad spend per signed contract (calculated) | $779.68 | $254.14 to $1,446.23 | 6 |
Revenue per closed job (calculated) | $4,259.69 | $2,793.75 to $7,000.00 | 6 |
Account | Period | Ad spend | Leads | Cost per lead | Booked | Closed | Revenue |
|---|---|---|---|---|---|---|---|
First few weeks | $1,730.87 | 48 | $36.06 | 19 | n/a | n/a | |
2 months | Not published | 170 | $29.57 | 56 | 8 | $22,350 | |
1 month | $456.20 | 13 | $35.09 | n/a | 1 | $7,000 | |
2 months | $1,862 | 50 | $37.00 | 27 | 2 | $8,300 | |
2.5 months | $2,892.46 | 84 | $36.00 | 29 | 2 | $8,738.75 | |
2 weeks | $254.14 | 12 | $21.18 | 4 | 1 | $3,000 | |
2 months | Not published | 51 | $52.49 | 16 | 2 | $11,295.10 | |
3 months | Not published | 100+ | $34.49 (est.) | 38 | 4 | $45,000+ | |
First month | About $360 | 30+ | As low as $12 | n/a | Several | $30,000 |
Eight accounts publish a cost per lead (ThermoSpray's is an estimate in its case study). Spray Insulation Pros only publishes "as low as $12", which is a best case, not an average, so it is left out of the median.
Account | Cost per lead |
|---|---|
The Great Insulation | $21.18 |
Metro Insulation | $29.57 |
ThermoSpray of Lexington | $34.49 (est.) |
Midwest Insulation | $35.09 |
Qute Insulation | $36.00 |
Ozark Insulation Pros | $36.06 |
Masterseal Insulation | $37.00 |
Tyson Energy Solutions | $52.49 |
Calculation: sorted values above, n = 8. Median = ($35.09 + $36.00) / 2 = $35.55. Six of eight accounts fall between $29.57 and $37.00. Pooled across the five accounts that publish both spend and leads: $7,195.67 / 207 leads = $34.76 per lead. Adding the 1 Clean Air insulation launch ($51.84) gives a median of $36.00 for n = 9.
Account | Calculation | Booking rate |
|---|---|---|
Tyson Energy Solutions | 16 / 51 | 31.4% |
Metro Insulation | 56 / 170 | 32.9% |
The Great Insulation | 4 / 12 | 33.3% |
Qute Insulation | 29 / 84 | 34.5% |
Ozark Insulation Pros | 19 / 48 | 39.6% |
Masterseal Insulation | 27 / 50 | 54.0% |
Calculation: n = 6, median = (33.33% + 34.52%) / 2 = 33.9%. The 1 Clean Air insulation launch booked 13 of 34 leads (38.2%). ThermoSpray (38 booked from "100+" leads) is left out because its lead count is not exact.
Account | Calculation | Cost per booked estimate |
|---|---|---|
The Great Insulation | $254.14 / 4 (calculated) | $63.53 |
Masterseal Insulation | $1,862 / 27 (calculated) | $68.96 |
Metro Insulation | $5,026.90 / 56 (calculated, spend = leads x CPL) | $89.77 |
Ozark Insulation Pros | Published | $91.10 |
Qute Insulation | $2,892.46 / 29 (calculated) | $99.74 |
Tyson Energy Solutions | $2,676.99 / 16 (calculated, spend = leads x CPL) | $167.31 |
Calculation: n = 6, median = ($89.77 + $91.10) / 2 = $90.44. The 1 Clean Air insulation launch: $1,762.52 / 13 = $135.58 (calculated).
Account | Calculation | Close rate |
|---|---|---|
Qute Insulation | 2 / 29 | 6.9% |
Masterseal Insulation | 2 / 27 | 7.4% |
ThermoSpray of Lexington | 4 / 38 (calculated) | 10.5% |
Tyson Energy Solutions | 2 / 16 | 12.5% |
Metro Insulation | 8 / 56 | 14.3% |
The Great Insulation | 1 / 4 | 25.0% |
Calculation: n = 6, median = (10.53% + 12.50%) / 2 = 11.5%. Most case studies cover the first weeks or months, so estimates still in the pipeline are not counted as closed.
Account | Calculation | ROAS |
|---|---|---|
Qute Insulation | $8,738.75 / $2,892.46 | 3.02x |
Tyson Energy Solutions | $11,295.10 / $2,676.99 (spend = leads x CPL) | 4.22x |
Metro Insulation | $22,350 / $5,026.90 (spend = leads x CPL) | 4.45x |
Masterseal Insulation | $8,300 / $1,862 | 4.46x |
The Great Insulation | $3,000 / $254.14 | 11.80x |
ThermoSpray of Lexington | Published (spend not published) | 13.00x |
Midwest Insulation | $7,000 / $456.20 | 15.34x |
Calculation: n = 7, median = 4.46x (the fourth value). Revenue is closed revenue reported in each case study, not pipeline.
No case study publishes this number directly. We calculate it as ad spend divided by closed jobs, for the six accounts where both are available.
Account | Calculation | Ad spend per signed contract |
|---|---|---|
The Great Insulation | $254.14 / 1 | $254.14 |
Midwest Insulation | $456.20 / 1 | $456.20 |
Metro Insulation | $5,026.90 / 8 (spend = leads x CPL) | $628.36 |
Masterseal Insulation | $1,862 / 2 | $931.00 |
Tyson Energy Solutions | $2,676.99 / 2 (spend = leads x CPL) | $1,338.50 |
Qute Insulation | $2,892.46 / 2 | $1,446.23 |
Calculation: n = 6, median = ($628.36 + $931.00) / 2 = $779.68. For the same six accounts, revenue per closed job ranges from $2,793.75 to $7,000.00 (median $4,259.69). This is ad spend only: it does not include management fees, software or sales time.
Benchmark | Figure | What it measures | Source |
|---|---|---|---|
Growth Partner insulation, Meta | $35.55 median cost per lead | Facebook and Instagram, 8 insulation accounts | This report |
WordStream 2026, Facebook | $42.95 median cost per lead | Home and Home Improvement lead campaigns, 452 US campaigns | |
WordStream 2026, Google | $90.92 median cost per lead | Home and Home Improvement search, 13,474 US campaigns | |
SearchLight Digital, LSA | $53 blended cost per lead, 43.9% booked | Google Local Services Ads, 888 contractors, February 2026 | |
Blue Grid Media 2026 | $168 LSA, $250 Thumbtack, $542 Angi | Average cost per booked job | |
Growth Partner insulation, Meta | $90.44 per booked estimate, $779.68 per signed contract | Ad spend per booked estimate and per closed job (calculated) | This report |
These sources do not measure exactly the same thing. "Booked job" in the Blue Grid figures is a booking on that platform, while our cost per signed contract counts only jobs the homeowner actually signed. Read the comparison as a rough guide, not a like-for-like test.
You are welcome to quote, chart or republish any figure with credit and a link:
"Source: Growth Partner, Insulation Contractor Advertising Benchmarks 2026" with a link to https://www.growthpartner.ca/insulation/advertising-benchmarks-2026
For the full tables and charts, download the PDF. For questions about the data, write to admin@growthpartner.ca.
Want to see how your numbers compare? Book a call and bring your last three months of lead and sales data.
In this report, the median was $35.55 and six of eight insulation accounts paid between $29.57 and $37.00 per lead on Facebook and Instagram. WordStream's 2026 median for all Home and Home Improvement lead campaigns on Facebook is $42.95.
About one in three. The median booking rate across six accounts was 33.9%, with a range of 31.4% to 54.0%.
The median was 11.5% of booked estimates, with a range of 6.9% to 25.0%. Most case studies were written early, while some estimates were still open, so final close rates are likely higher.
For the six accounts where we could calculate it, the median was $779.68 in ad spend per signed contract, with a range of $254.14 to $1,446.23. Median revenue per closed job for the same accounts was $4,259.69.
Per lead, usually yes. Our Meta median was $35.55, while WordStream's 2026 Google median for Home and Home Improvement is $90.92 and SearchLight Digital reports $53 for Local Services Ads. Google and LSA leads are often further along in their search, so compare cost per booked estimate and per signed job, not only cost per lead.
Why Insulation Contractors Choose Growth Partner
Ads that speak to cold rooms, hot attics and high energy bills, with offers built for attic, spray foam and blown-in jobs.
Our published insulation case studies show leads, cost per lead, booked estimates and revenue, account by account.
Every lead goes into a GoHighLevel CRM that texts fast, books the estimate and follows up on the quote.
We track each lead from ad click to booked estimate to signed job, so your budget goes to what brings work.
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Our Insulation Marketing Process
From the first ad to the signed job, we run the system so you can focus on installs.
Our strategists, designers and media buyers build offers for the insulation jobs you want more of, such as attic top-ups, spray foam retrofits, crawl space work or insulation removal, in the areas you serve.
We run your Meta and Google ads and send every lead into a GoHighLevel CRM set up to book estimates, follow up on quotes and track how many jobs you close from each campaign.
Automatic texts, reminders and AI-assisted qualification reach each new lead quickly and book estimates on your calendar while your crews are on the job, so fewer homeowners go cold.
We track click, lead, booked estimate, signed job and revenue, then keep the offers and audiences that bring paying insulation jobs, not only cheap leads, and cut what does not.
Residential insulation companies with crews ready for more work, and new companies that need leads from day one.
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Real Results, Not Just Clicks
Stop Missing Opportunities: Unlock the Power of Our 360 Growth System
Our partners experience exceptional ROI by implementing our comprehensive 360 growth system. This system harnesses advertising platforms such as Meta and Google, combined with cutting-edge software, technology, and strategies like GoHighLevel, Appointment Setters, Automations, AI, Email & SMS, and more. By integrating these tools into a seamless strategy, we ensure every part of your funnel is optimized to drive maximum growth for your business.
How Do Your Numbers Compare?
Book a free strategy call and bring your last three months of leads, booked estimates and signed jobs. We'll compare them with these benchmarks and show you where the biggest gap is. No pressure. Just a plan.
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