Quick answer
A good cost per lead is one your close rate and job value can profitably support. Lead costs vary widely by market, season, platform and targeting, so any universal number is a guess. One real reference point: ArmorShield Concrete Coatings averaged roughly $20 per verified Meta lead from June 1 to September 1, 2026. That is one client, not an average.
The full answer
Cost per lead is a useful early warning, but it is the wrong finish line. A $15 lead that never books an estimate costs more than a $60 lead that turns into a two-car garage. The number that matters is cost per acquired job.
Why cost per lead varies so much
- Platform: Meta leads are often cheaper but earlier in the decision; Google Search leads tend to cost more and arrive with clearer intent.
- Market: competition and household density change auction prices.
- Definition: a "lead" in one account may be a phone call over 60 seconds; in another it is any form fill. Compare like with like.
- Season, offer and the quality of the landing page.
Read the full comparison in Google Ads vs Facebook Ads for Concrete Coating Companies.
Go deeperGoogle Ads vs Facebook Ads for Concrete Coating Companies
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
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