Ask ten workshop owners what a "good" cost per lead looks like and you'll get ten different answers, mostly guesses. Cost per lead depends heavily on your location, your services, and your competition, but there are realistic ranges worth knowing before you set expectations.
- Cost per lead in metro areas typically runs higher than regional areas, due to competition.
- Specialist services (European, diesel) often carry a higher cost per lead but a higher lifetime value.
- General servicing keywords tend to be cheaper but more competitive on conversion.
- Cost per lead means nothing without knowing your close rate and average job value alongside it.
Why "What's a Good Number" Is the Wrong Question
A $60 cost per lead sounds bad until you know it converts to a $2,000 European gearbox job. A $15 cost per lead sounds great until you find out it's mostly people asking for a $40 tyre rotation. Cost per lead only means something next to your average job value and your close rate.
What We're Actually Seeing Across Clients
Across our workshop client base, general servicing leads typically land in the $25 to $45 range, while specialist repair leads (European, diesel, performance) often run $40 to $80, but convert to significantly larger jobs. Metro workshops generally sit at the higher end of both ranges compared to regional shops.
Building Your Own Benchmark
Rather than chasing an industry average, track your own numbers over a full quarter, cost per lead, close rate, and average job value together. That combination tells you whether your current spend is actually profitable, regardless of what "normal" looks like elsewhere.
When a High Cost Per Lead Is Actually Fine
If your close rate is strong and your average job value is high, a higher cost per lead can still be excellent value. The mistake is judging cost per lead in isolation, without the two numbers that give it meaning.
Common Questions
Is there an industry-wide "good" number I should aim for?
Not a single one worth chasing, your own close rate and job value matter more than matching an industry average.
Why is my cost per lead higher than a shop in a nearby suburb?
Competition, population density, and average CPCs vary block by block in some cases, comparisons between workshops are rarely apples to apples.
Should I pause campaigns with a high cost per lead?
Only after checking close rate and job value. A high cost per lead with a strong close rate can still be your most profitable campaign.
How long should I track before drawing conclusions?
At least a full quarter, shorter windows are too noisy to judge properly.
Want a proper look at what your numbers actually mean? Book a call and we'll benchmark them for you.