How does your website and ad performance compare to industry averages? Here are the numbers that matter.
Understanding industry benchmarks helps you set realistic targets and identify where your marketing underperforms. Here are the key benchmarks for UK service businesses in 2026, based on data from thousands of campaigns across the trades sector.
Website conversion rates (visitor to enquiry) average 3-5% for standard service websites and 10-15% for dedicated landing pages. If your landing pages are converting below 8%, there's significant room for improvement through better headline alignment, clearer CTAs, and stronger social proof. Top-performing pages in our network convert at 18-22%.
Google Ads click-through rates (CTR) for service businesses average 5-8%. If yours is below 4%, your ad copy likely needs work - it's not resonating with searchers. A CTR above 10% indicates strong ad relevance and usually correlates with a better Quality Score and lower cost per click.
Cost per lead benchmarks vary significantly by trade. Emergency services (plumbing, locksmith) typically see £15-30 CPL. Domestic trades (kitchens, bathrooms, landscaping) range from £30-60. Commercial services (B2B cleaning, facilities) can be £50-120. If you're significantly above these ranges, there's likely an optimisation opportunity in either your targeting or your landing page.