Guide · 2026 Benchmark
Google Ads benchmarks for Quebec, Canada (2026): cost per click and cost per lead by industry
How much does Google Ads cost in Quebec? Here is the cost per click, conversion rate and cost per lead for 29 industries, in French and in English, along with the price gap between six cities. To our knowledge, no other public source measures these costs in Quebec. This is an industry benchmark built from public data: these figures are not the results of Kasvu’s campaigns. The method is at the end of the page.
- median cost per click across the 29 industries in Quebec
- $5.65
- median cost per lead across the 29 industries
- $60
- for bids in Montreal compared with Quebec City, same searches
- +24%
- searches that cost more in English than in French
- 27 of 45
By François Painchaud, founder and president of KasvuPublished · Reading time: 16 minutes
In short
- The most expensive clicks: insurance, roofing and pest control. The cheapest: home care, notaries and auto repair shops.
- The cost per lead varies more than twelvefold from one industry to another, from notaries to insurance.
- Montreal pays more than Quebec City for most searches. Longueuil and Laval pay more than the provincial average; Quebec City and Sherbrooke, less.
- The calculator below gives your cost per customer using your own figures. We repeat the measurement every six months.
How much do a click and a lead cost in your industry?
Find your industry in the table. The columns are linked: the cost per click divided by the conversion rate gives the cost per lead. The last column shows what the same lead would cost with a good landing page. Click an industry to read its profile.
| Industry | Cost per click | Implied conversion rate | Cost per lead | With a good page |
|---|---|---|---|---|
| Insurance | $37.89 | 15.2% | $250 | $125 |
| Roofing | $11.95 | 8.0% | $150 | $75 |
| Pest control | $9.54 | 11.2% | $85 | $45 |
| Mortgage brokers | $9.30 | 7.8% | $120 | $60 |
| Business law | $9.11 | 7.6% | $120 | $60 |
| Moving | $8.67 | 9.1% | $95 | $50 |
| Accountants | $8.16 | 10.2% | $80 | $40 |
| Family law | $8.01 | 10.7% | $75 | $40 |
| Foundations and drains | $7.85 | 10.5% | $75 | $40 |
| Insulation | $7.72 | 8.6% | $90 | $45 |
| Electricians | $7.61 | 11.7% | $65 | $35 |
| Heat pumps and air conditioning | $6.87 | 10.6% | $65 | $35 |
| Plumbers | $6.11 | 10.2% | $60 | $30 |
| Doors and windows | $5.77 | 9.6% | $60 | $30 |
| Dentists | $5.65 | 10.3% | $55 | $30 |
| Asphalt and paving | $4.50 | 9.0% | $50 | $25 |
| Landscaping | $4.05 | 9.0% | $45 | $25 |
| Manufacturing and machining (B2B) | $3.57 | 6.5% | $55 | $30 |
| Kitchen and bathroom | $3.50 | 6.4% | $55 | $30 |
| Veterinarians | $3.33 | 13.3% | $25 | $15 |
| Snow removal | $3.29 | 9.4% | $35 | $20 |
| Dental implants | $3.25 | 5.4% | $60 | $30 |
| Orthopedics | $2.99 | 6.6% | $45 | $25 |
| Optometrists | $2.85 | 9.5% | $30 | $15 |
| Physiotherapy | $2.27 | 6.5% | $35 | $20 |
| Pools | $2.26 | 9.0% | $25 | $15 |
| Auto repair | $2.16 | 8.6% | $25 | $15 |
| Notaries | $1.90 | 9.5% | $20 | $15 |
| Home care | $1.73 | 5.8% | $30 | $15 |
- Cost per click (CPC)
- Estimated price of a click at the top of Google’s results, in Quebec, from October 2025 to September 2026. Google publishes bids, not the price paid: we take the industry’s low bid plus one-third of the gap to the high bid, leaving out product searches (cabinets, countertops and the like) and searches that are too general.
- Cost per lead (CPL)
- An estimate for each industry, rounded to the nearest $5. We start from the US medians published by WordStream and LocaliQ for the closest category, then account for the much lower bids in Quebec. It isn’t a mechanical calculation: it is an estimate, not a measurement. The last column, “with a good page,” assumes a page that converts twice as well, with a $15 minimum. That, too, is an assumption. A lead is a contact form, a call longer than 60 seconds or an appointment booked online.
- Implied conversion rate
- Share of clicks that become a lead, derived from the other two columns: cost per click ÷ cost per lead. It follows from the cost-per-lead estimate; it is not a measurement.
Why does a click cost less than the bid?
Google publishes the range of bids that won a top-of-page position, not the price paid. The price paid is lower, because Google only charges what it takes to hold the position. Each bar runs from the advertisers who bid the least to those who bid the most; the dot marks the table’s estimated cost per click, one-third of the way along the range.
How much can you pay for a lead?
The right cost per lead isn’t the one in the table; it’s the one that leaves you a margin. Divide the cost per lead by the share of leads that become customers, and you get your cost per customer.
Calculate your cost per customer
Choose your industry to start from our figures, then replace each value with your own. Nothing is sent or saved.
Monthly results
Cost per lead$80.00
Cost per contract, fees included$320
- Clicks
- 184
- Leads
- 18.7
- Contracts signed
- 4.7
- Highest cost per lead before losing money
- $750.00
After $320 in ads and fees, each contract leaves you $2,680: the campaign is profitable.
Your landing page matters as much as the bid. The median page measured by Unbounce converts 6.6% of its visitors, all traffic sources combined. Doubling that rate costs you once; doubling the budget for the same result costs you every month. Before raising your bids, read our guide on what to check when Google Ads isn’t working: the leak is often somewhere else.
To compare your account with this benchmark, count your leads the same way. Our guide on call and form tracking shows how.
Does Montreal cost more than Quebec City?
Yes, nearly three times out of four. Of the 386 searches with a bid in both cities, Montreal is more expensive for 278. The gap is often wide: the bid for “plombier autour de moi” (plumber near me) is about four times higher in Montreal, and the one for “plombier urgence” (emergency plumber) about three times higher.
Two seasonal searches are the exception: “thermopompe” (heat pump) and “paysagiste” (landscaper) cost a little more in Quebec City. If you serve both cities, split your campaigns by region. A single shared budget would drift to wherever clicks are cheapest, not necessarily to where your best customers are.
What about other cities in Quebec?
We compared each city with the province as a whole, search by search. In the Montreal area, Longueuil and Laval pay more than the provincial average, while Quebec City and Sherbrooke pay considerably less. Gatineau stays close to the average.
- Longueuil: 349 searches compared
- +9%
- Laval: 425 searches compared
- +7%
- Montreal: 631 searches compared
- +4%
- Gatineau: 303 searches compared
- +2%
- Quebec City: 391 searches compared
- −12%
- Sherbrooke: 191 searches compared
- −14%
Each tile gives the median gap between the bid in the city and the bid for the province, on the same searches. We don’t publish figures by industry and by city: outside Montreal, too many searches are too rare for a reliable average. If you serve a smaller market, start from the provincial figure and adjust it with this gap.
Does a search in English cost more?
Most of the time, yes. Across pairs of equivalent searches, the median bid is 13% higher for the English version. The gap tops 50% for home care, dental implants, electricians and moving companies, among others. It runs the other way for 18 pairs, including foundations, machining and air conditioner installation.
Search volume goes the other way: according to the Office québécois de la langue française, Quebec’s French-language agency, 56.1% of Quebecers search mainly in French, 24.6% mainly in English and 18.7% in both languages. Since September 2026, Google no longer lets you target a language in Search Network campaigns: your French ads can therefore appear on English searches. Our guide on what Google Ads costs in Canada covers the language rules for ads in Quebec.
Home services: what should you know, trade by trade?
Home trades account for most of the volume: more than 300,000 searches per month in Quebec for the 14 industries measured. A contract is worth thousands of dollars, and the season often sets the price.
Roofing
- Searches per month
- 14,940
- Peak season
- April to May and August
- Project price
- shingle roof: about $9,000
The most expensive click among home trades. In Montreal, the bid for “toit plat” (flat roof) reaches $47.65 at the top of its range. Even so, if one lead in four becomes a contract, advertising comes to less than a tenth of the price of a roof. Our page on Google Ads for roofers explains how to keep the calendar full in both seasons.
Moving
- Searches per month
- 29,340
- Peak season
- April to June
- Project price
- local move: $300 to $1,700
One of the most expensive clicks in the study, especially in Montreal and in English. Searches peak in June, just before the July 1 moving day, and drop by more than half in December. In Montreal, bids for “moving company montreal” range from $10.52 to $25.51. The same mover pays about half as much in Quebec City. No published median covers this trade: its cost per lead starts from the all-industry median and should be treated with caution.
Foundations and drains
- Searches per month
- 6,680
- Peak season
- not measurable
- Project price
- repair: $5,000 to $15,000
The industry where French costs the most compared with English, especially for “drain français” (French drain). See our page on Google Ads for foundation contractors.
Electricians
- Searches per month
- 22,730
- Peak season
- none, steady demand
- Project price
- electrical panel: $1,500 to $3,000
“Électricien” (electrician) is searched 8,100 times a month in the province. Demand dips only in December: a steady budget works. In English, the same click costs considerably more. Our page on Google Ads for electricians explains how to capture emergencies without paying for the merely curious.
Heat pumps and air conditioning
- Searches per month
- 50,780
- Peak season
- May and June
- Project price
- installed air-source heat pump: $6,000 to $12,000
One of the largest volumes in the study: 22,200 searches a month for the word “thermopompe” (heat pump) alone. In June, searches run about two and a half times higher than in December. Intent sets the price: the bid for “installation thermopompe” (heat pump installation) goes up to $23.55, while the one for “prix thermopompe” (heat pump price) tops out at $6.06. See our page on Google Ads for heat pumps.
Plumbers
- Searches per month
- 48,150
- Peak season
- none, steady demand
- Project price
- water heater replacement: about $1,500
“Plombier” (plumber) and “chauffe-eau” (water heater) each total 8,100 searches a month. The second draws low bids, from $0.39 to $3.45, because many people are looking for a product, not a plumber. Emergencies, on the other hand, come at a price: the bid for “plombier urgence” (emergency plumber) goes up to $20.44 in the province. Run the two in separate campaigns, with separate budgets.
Doors and windows
- Searches per month
- 24,910
- Peak season
- spring and August
- Project price
- installed window: $300 to $1,000
“Porte patio” (patio door) draws 4,400 searches a month at low cost, but much of it is product shopping. The bid for “remplacement fenêtres” (window replacement) goes up to $20.60: that searcher already has a project in mind. Target projects with several windows so that the contract covers the cost of the lead. Details on our page on Google Ads for doors and windows.
Landscaping
- Searches per month
- 27,880
- Peak season
- April to June
- Project price
- small project: $5,000 to $15,000
One of the sharpest seasonal swings in the study: the Google Trends index for “aménagement paysager” (landscaping) goes from 214 in May to 8 in December. “Paysagiste” (landscaper) is searched 9,900 times a month, at the same price in French and in English. Start spending in March, before crews are booked up. Our page on Google Ads for landscapers lays out a calendar.
Kitchen and bathroom
- Searches per month
- 35,730
- Peak season
- January to March
- Project price
- renovated kitchen: $15,000 to $60,000
Clicks below the median, but one of the lowest conversion rates: many searches target a product (cabinets, countertops) rather than a contractor. “Cuisiniste” (kitchen designer) is searched 12,100 times a month. Unlike other home projects, kitchens get planned in winter. See our page on Google Ads for kitchen and bathroom renovation.
Pest control
- Searches per month
- 17,560
- Peak season
- May to August
- Project price
- one-time treatment: $150 to $600
The second most expensive click among home trades, after roofing. “Exterminateur” (exterminator) is searched 5,400 times a month, and searches triple between January and August. Bed bugs command a premium: the bid for “extermination punaises de lit” (bed bug extermination) goes up to $22.24. In Canada, Google also offers pest control companies Local Services ads, paid per lead rather than per click.
Insulation
- Searches per month
- 6,100
- Peak season
- not measurable
- Project price
- attic insulation: $1,500 to $3,000
Expensive clicks: the bid for “isolation entretoit” (attic insulation) goes up to $25.56, the highest of the insulation searches in French. In English, “spray foam insulation” has 720 searches a month, almost as many as “isolation uréthane” (urethane insulation), at 880. A bilingual campaign therefore makes sense.
Asphalt and paving
- Searches per month
- 7,170
- Peak season
- April to August
- Project price
- standard-size driveway: $2,800 to $6,500
“Pavage” (paving) is searched 1,300 times a month, with a bid that goes up to $10.35. “Scellant asphalte” (asphalt sealer) draws more searches, 2,900, but mostly targets a do-it-yourself product: we left it out of the cost per click. Searches for “asphalte” are six times more frequent in May than in December.
Snow removal
- Searches per month
- 13,480
- Peak season
- September to February
- Project price
- seasonal contract for one driveway: $350 to $1,000 and up
Searches for “déneigement” (snow removal) start climbing in September and peak in January and February, at ten times their June level. The bid for “déneigement toiture” (roof snow removal) goes up to $15.25, double the bid for “déneigement,” which justifies a separate campaign for roofs.
Pools
- Searches per month
- 6,110
- Peak season
- April to July
- Project price
- vinyl inground pool: $60,000 to $100,000
“Piscine creusée” (inground pool) is searched 2,400 times a month, but many people are looking for information: the search counts in the volume, not in the cost per click. Clicks remain cheap for a contract worth tens of thousands of dollars. The Google Trends index for “piscine creusée” peaks in May and collapses in December: prepare the budget in March. Pool opening and pool closing, about $500 apiece according to HomeStars, draw 590 searches a month each.
Professional services: what should you know, profession by profession?
A single search can turn into a major file, which is why bids are often high. Professional orders and, for insurance and mortgage brokerage, the Autorité des marchés financiers, Quebec’s financial markets regulator, also govern advertising, which rules out some selling points in the ads.
Business law
- Searches per month
- 1,520
- Peak season
- not measurable
- Data
- limited (small market)
A small market, but bids among the highest. The table’s cost per lead assumes an average page. For our client Frédéric Lévesque, one in four visitors who come from the ads gets in touch, and each qualified lead costs an average of $31 in advertising over 12 months. The difference comes mostly from the page, not the bid. The Code of Professional Conduct of Lawyers prohibits a lawyer from using, in their advertising, a testimonial that endorses them (s. 145). See our page on Google Ads for business law.
Family law
- Searches per month
- 11,420
- Peak season
- none, steady demand
“Médiation familiale” (family mediation) draws 1,300 searches a month at low cost, while the bid for “avocat pension alimentaire” (child and spousal support lawyer) rises to $21.04. The people searching are often in distress: the Code of Professional Conduct of Lawyers also prohibits any representation aimed at exploiting a vulnerable person (s. 8). Our page on Google Ads for family law takes this into account.
Accountants
- Searches per month
- 26,750
- Peak season
- February to April
“CPA” is searched 9,900 times a month but costs little: the acronym also refers to the profession and its professional order, not just a service to buy. Business-related searches are expensive: the bid for “comptable pour petite entreprise” (small business accountant) reaches $163.58 at the top of its range, the highest in the province, for 140 searches a month. Searches for “comptable” (accountant) peak in March, in the middle of tax season, at nearly three times their December level. An accounting firm we work with went from $90 to $45 per qualified lead, with the same budget, after we took over its account. The Code of ethics of chartered professional accountants, in force since 2024, prohibits any false, misleading or incomplete advertising (s. 91) and requires an advertised price to state what it includes (s. 93).
Insurance
- Searches per month
- 63,490
- Peak season
- June, for home insurance
By far the most expensive click in the study: the bid for “soumission assurance auto” (car insurance quote) ranges from $26.75 to $80.71. The cost per lead therefore assumes the best conversion rate in the table, which calls for a short quote form. Searches for insurer brands (Desjardins, Beneva and others) are plentiful; we excluded them. For home insurance, searches peak in June, before the July 1 moving rush. The advertising rules of the Autorité des marchés financiers apply: a firm may not hold out the prospect of results it is unable to deliver (s. 3).
Mortgage brokers
- Searches per month
- 59,760
- Peak season
- none, steady demand
“Taux hypothécaire” (mortgage rate) draws the most searches in the industry, but people want a number, not a broker: we left it out of the cost per click, as we did the other rate searches. “Courtier hypothécaire” (mortgage broker) is expensive, up to $26.23 at the top of its range. Searches drop in December. Since 2020, the Autorité des marchés financiers has regulated mortgage brokerage: in its advertising, a firm may not criticize the services or methods of a competitor (s. 9), and a broker may not make false or misleading representations (s. 16.13).
Notaries
- Searches per month
- 37,240
- Peak season
- none, steady demand
One of the cheapest clicks in the study, for a large volume: “notaire” (notary) is searched 14,800 times a month. Some searches are about a question, such as notary fees or a protection mandate (searched as “mandat d’inaptitude”): a page that answers the question before offering an appointment keeps those visitors longer. The Code of ethics of notaries prohibits using an endorsement testimonial in advertising (s. 70) and requires advertised fees to be honoured for at least 60 days (s. 71).
Health and veterinary care: what should you know, specialty by specialty?
Health care offers several of the cheapest clicks in the study. Three constraints apply, however: Google classifies health among sensitive categories and limits audience targeting; each professional order regulates advertising; and Google doesn’t publish a bid for some of the searches. Veterinarians are grouped with health here.
Physiotherapy
- Searches per month
- 38,050
- Peak season
- none, steady demand
“Physiothérapie” (physiotherapy) is searched 18,100 times a month, and clicks are cheap. The new Code of ethics of physical therapists, adopted in December 2025, prohibits any advertising that promotes a discount, a rebate or anything free (s. 73): forget the “free first session.”
Dental implants
- Searches per month
- 7,900
- Peak season
- none, steady demand
“Implant dentaire” (dental implant) is searched 2,400 times a month, and the click costs far less than in the United States. The Code of ethics of dentists prohibits comparative advertising and requires an advertised regular price to remain in effect for 90 days. See our page on Google Ads for dental implants.
Orthopedics
- Searches per month
- 4,920
- Peak season
- none, steady demand
The word “privé” (private) remains rare: “orthopediste privée” (private orthopedist), typed this way without an accent, has 320 searches a month, compared with 880 for “clinique orthopédique” (orthopedic clinic). The ads therefore have to do the filtering themselves, by mentioning wait times and fees right in the headline. Our page on Google Ads for orthopedic surgeons shows how.
Home care
- Searches per month
- 5,280
- Peak season
- not measurable
The cheapest clicks in the study, but careful filtering is needed: some searches target public services or a personal support worker job. A negative keyword list is a must. In English, the bid for “home care” is about twice as high as for “aide à domicile.” See our page on Google Ads for home care.
Dentists
- Searches per month
- 73,040
- Peak season
- none, steady demand
- Data
- partial (11 searches without a bid)
The most expensive click in health care. Google doesn’t publish a bid for 11 of the searches measured, including “dentiste près de moi” (dentist near me) and “dentiste urgence” (emergency dentist): the cost per click rests on 20 searches. The Code of ethics of dentists, cited above for implants, applies to all dental advertising.
Optometrists
- Searches per month
- 61,060
- Peak season
- none, steady demand
A large volume, and some of the cheapest clicks in health care: “optométriste” (optometrist) and “examen de la vue” (eye exam) total more than 27,000 searches a month. Demand for “optométriste” drops only in December. We left out searches for glasses and contact lenses, which target a product. The Code of ethics of optometrists prohibits, in advertising, comparing the quality of one’s services with those of another optometrist and using an endorsement testimonial (s. 82).
Veterinarians
- Searches per month
- 93,670
- Peak season
- none, steady demand
The largest volume in the study, with more than 90,000 searches a month, and a published bid for every one of the searches measured. The implied conversion rate is among the highest in the table, as in the United States, where WordStream’s animals and pets category has the best conversion rate of any (16.22%). The Code of ethics of veterinary surgeons prohibits testimonials in advertising (s. 36) and requires an advertised price to remain in effect for at least 90 days (s. 39).
Industry and auto: what should you know?
Manufacturing and machining (B2B)
- Searches per month
- 6,620
- Peak season
- none, steady demand
Industrial buyers search mostly in English: “cnc machining” has 1,900 searches a month in Quebec, “usinage cnc” only 140. Clicks are affordable, but a lead isn’t an order. First Page Sage, which counts qualified B2B leads across all paid channels, publishes a cost of about CA$920 (US$657 converted) for US manufacturers. Our page on Google Ads for industrial B2B explains how to track the sale all the way through.
Auto repair
- Searches per month
- 89,740
- Peak season
- none, steady demand
One of the lowest costs per lead in the study, thanks to cheap clicks. “Garage à proximité” (garage near me) has 27,100 searches a month, one of the largest volumes in the study. “Mechanic near me” totals 8,100, more than “mécanicien” (mechanic).
Are Google Ads costs going up?
- median cost per click in the United States, from 2016 to 2026
- +134%
- increase in cost per click in 2026, after +12.9% in 2025
- +3%
- median cost per lead in 2026, the first drop in five years
- −5%
These figures are American. They come from WordStream and LocaliQ, which have published the only long-running series, every year since 2016; no such series tracks Quebec. Clicks have cost more with each edition since 2023, but they convert better: the conversion rate rose in 20 of 23 categories in 2026.
For Quebec, this page is the starting point. We will repeat the same measurement, with the same searches, every six months, and publish the change.
What about e-commerce?
An online store doesn’t pay for a lead; it pays for a sale. It is judged on return on ad spend (ROAS): the revenue generated divided by the advertising cost. Shopping ads are also paid per click, but their bids don’t appear in Keyword Planner, so we didn’t measure them.
- median cost per sale (US$28.14 converted), up about 10% year over year
- ≈ $39
- median conversion rate of online stores
- 3.11%
- median ROAS: $5 to $6.20 in sales per advertising dollar
- 5.0 to 6.2
Sources: Triple Whale, more than 21,000 brands, August 2025 to July 2026, for cost per sale and conversion; Smarter Ecommerce, more than €650 million in spend in Europe, first quarter of 2026, for ROAS. This data is American and European: an order of magnitude, not a target. The margin on your products determines the minimum ROAS to aim for.
Why do published benchmarks contradict each other?
Depending on the source, the average cost per click “for Google Ads” ranges from CA$1.54 to CA$7.58 (US amounts converted). No one is wrong; each measures something different.
- The campaign type: WordStream measures small-business Search Network campaigns; Skai includes Shopping and large advertisers, whose clicks are much cheaper.
- The definition of a lead: WordStream counts every call or form; First Page Sage counts qualified B2B leads. For lawyers, the gap ranges from CA$184 to nearly CA$1,100 per lead.
- The sample: the clients of a single provider, a single country, a single year.
- The age of the figures: averages from 2018 still circulate in articles dated 2026.
A useful benchmark says where its figures come from. That is why our method is published below, and why we always compare an average with your own account before drawing conclusions.
Method, limitations and data
- What it is: an industry benchmark built from public data. No campaign results from Kasvu or its clients go into the table; the two client examples cited in the profiles are presented as such.
- Source: Google Ads Keyword Planner, accessed through Kasvu’s account on October 16, 2026. Period: October 2025 to September 2026. Network: Google. Languages: all.
- Searches: 810 searches chosen for their purchase intent, 23 to 33 per industry, in French and in English. They come from Keyword Planner suggestions for each industry, excluding job, training, do-it-yourself and brand searches, and any city other than Montreal. Google groups some variants together: 706 distinct searches have a published bid for the province. Chiropractors were measured and then removed: Google publishes a bid for only one of their searches in French.
- Locations: the province of Quebec, Montreal, Quebec City, Laval, Longueuil, Gatineau and Sherbrooke.
- Bids: for each search, Google publishes a top-of-page bid range, roughly from the 20th to the 80th percentile. Industry ranges are averages weighted by search volume; a variant grouped by Google is counted only once. Comparisons between cities and between languages use the midpoints of the ranges, search by search: they give the median gap across the searches that have a bid on both sides.
- Cost per click: Google publishes bids, not the price paid. We take the low bid plus one-third of the gap to the high bid. For reference: in the United States, the actual cost per click published by WordStream and LocaliQ most often falls below the first third of the range for the same searches. Product searches and searches that are too general (cabinets, countertops, “windows” on its own, the acronym “cpa,” “entrepreneur général” (general contractor), mortgage rates, asphalt sealer and so on) count in the volume, not in the cost per click.
- Cost per lead: an estimate set for each industry, rounded to the nearest $5, based on the US medians published by WordStream and LocaliQ for the closest category and on the bid gap between Quebec and the United States. It isn’t a mechanical calculation. The implied conversion rate follows from it: cost per click ÷ cost per lead. The “with a good page” column divides the cost per lead by two, with a $15 minimum. The first two tiles give the median of the 29 industries: an average weighted by volume would be pulled up by insurance, whose clicks are by far the most expensive.
- Peak season: Google Trends index in Quebec over five years (October 2021 to October 2026), each month’s average compared with the average month. “None” means demand is steady from one month to the next; “not measurable,” searches too rare in Google Trends to give a reliable index. Project prices: HomeStars price guides for Canada.
- Conversion of US amounts: CA$1.3978 per US dollar, the Bank of Canada’s 2025 average.
- Cross-check: for 25 of the 27 industries that have a published US category, the estimated cost per lead is below the converted US median, which is consistent with much lower bids in Quebec. The two exceptions, insurance and mortgage brokers, fall under WordStream’s “finance and insurance” category, which mixes banking, credit and insurance; Quebec bids for insurance are much higher.
- Limitations: no measurement of Shopping or Performance Max; no figures by industry and by city, since too many searches are rare outside Montreal; Google doesn’t publish a bid for some health searches; an estimate doesn’t replace your account’s data; lead quality isn’t measured.
Your own benchmark
Know what a lead should cost you.
A benchmark gives you the order of magnitude; your account gives you the answer. We look at your industry, your region, what a customer is worth to you and your current account, if you have one. You come away with a realistic cost per lead and the budget that goes with it. The first conversation with François commits you to nothing.
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- Google Ads Help, Keyword Planner forecasts (top-of-page bid range) · consulted October 16, 2026
- Google Ads Help, language targeting (September 2026 change) · consulted October 16, 2026
- WordStream and LocaliQ, “Google Ads Benchmarks 2026” (13,474 US campaigns, medians, US dollars) · updated September 16, 2026
- LocaliQ, “Search Ad Benchmarks for Home Services” (3,211 US campaigns, April 2024 to March 2025) · updated July 15, 2026
- WordStream, 2016 benchmarks (historical series) · consulted October 16, 2026
- Bank of Canada, annual average exchange rates · 2025 average
- Office québécois de la langue française, language of Internet activities (2023 survey, in French) · consulted October 16, 2026
- Google Trends, search trends in Quebec (2021 to 2026) · consulted October 16, 2026
- HomeStars, cost of upgrading an electrical panel · consulted October 16, 2026
- HomeStars, heat pump installation cost · consulted October 16, 2026
- HomeStars, roofing cost · consulted October 16, 2026
- HomeStars, window installation cost · consulted October 16, 2026
- HomeStars, home renovation cost · consulted October 16, 2026
- HomeStars, foundation repair cost · consulted October 16, 2026
- HomeStars, moving cost · updated August 21, 2026
- HomeStars, water heater replacement cost · updated August 21, 2026
- HomeStars, landscaping cost · updated August 21, 2026
- HomeStars, snow removal cost · updated August 21, 2026
- HomeStars, exterminator cost · updated August 21, 2026
- HomeStars, pool installation cost · updated August 21, 2026
- HomeStars, asphalt driveway cost · updated August 21, 2026
- HomeStars, attic insulation cost · updated August 21, 2026
- Google, Local Services ads in Canada (available categories) · consulted October 16, 2026
- Code of Professional Conduct of Lawyers, ss. 8 and 145 (LégisQuébec) · updated to June 1, 2026
- Code of ethics of dentists, ss. 3.09.03 and 3.09.08 (LégisQuébec) · updated to June 1, 2026
- Code of ethics of physical therapists and physiotherapy technologists, s. 73 (LégisQuébec) · updated to June 1, 2026
- Code of ethics of chartered professional accountants, ss. 91 and 93 (LégisQuébec) · updated to July 1, 2026
- Code of ethics of notaries, ss. 70 and 71 (LégisQuébec) · updated to July 1, 2026
- Code of ethics of optometrists, s. 82 (LégisQuébec) · updated to July 1, 2026
- Code of ethics of veterinary surgeons, ss. 36 and 39 (LégisQuébec) · updated to July 1, 2026
- Regulation respecting firms, independent representatives and independent partnerships, ss. 3 and 9 (LégisQuébec) · updated to July 1, 2026
- Regulation respecting the pursuit of activities as a representative, s. 16.13 (LégisQuébec) · updated to July 1, 2026
- Google Ads policy, health in personalized advertising · consulted October 16, 2026
- Unbounce, “Conversion Benchmark Report” (2024 edition, more than 41,000 pages) · consulted October 16, 2026
- First Page Sage, “Average Cost Per Lead by Industry” (2026) · published October 8, 2026
- Skai, digital advertising trends for the first quarter of 2026 · consulted October 16, 2026
- Triple Whale, “Google Ads Benchmarks by Industry” (2026) · updated August 20, 2026
- Smarter Ecommerce, Market Observer, first quarter of 2026 · consulted October 16, 2026
About the author
François PainchaudFrançois Painchaud has managed Google Ads campaigns since 2014. He founded Kasvu, based in Montreal, which builds advertising campaigns and custom applications for small businesses in Quebec and the rest of Canada.
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