Dental & medical practices

New-patient acquisition, recall, and the high-value procedures that actually carry the practice.

The number that matters here is cost per new patient exam, not cost per lead. A form fill that never books is not a patient, and practices that measure the first number and ignore the second usually think their marketing works better than it does.

Home services & trades

HVAC, plumbing, electrical, roofing, remodeling. Emergency demand and planned-replacement demand behave nothing alike.

Clicks in this category run about 54% above the all-industry average, which puts a normal lead near $91. That is the category, not a broken campaign, and anyone quoting you $25 leads is counting something that isn’t a lead.

Law firms

Practice-area-specific campaigns, because a family law inquiry and a personal injury inquiry are different businesses.

Legal is the most expensive category we work in: about $9.87 a click and $131.63 a lead on average. Sticker shock is normal here. What isn’t normal is not knowing it going in.

Chiropractic

New patient acquisition where the map pack does most of the work and the website closes it.

Proximity dominates. Most of your realistic demand lives inside a few miles, which makes the Google Business Profile and recent reviews worth more than another thousand dollars of ad spend.

Audiology

Hearing evaluations and device sales, with a long and often interrupted decision cycle.

The buyer and the person who prompted the appointment are frequently not the same person, which changes who the creative should talk to and why follow-up matters more here than in almost any other category.

Pest control

One-time treatments and recurring plans, which are two different offers and should not share a campaign.

Demand is seasonal and neighborhood-shaped, which is exactly why door hangers and Nextdoor ads in the same ZIP the same week outperform either one alone.

Electrical

Service calls, panel upgrades, generators and EV charger installs.

The high-ticket work and the $150 service call come from very different searches, and running them in one campaign lets the cheap clicks eat the budget that should have gone to the profitable job.

Home security

System installs and monitoring, sold against national brands with far bigger budgets.

You will not outspend them. What you can do is win on local proof, response time and reviews, which is where a national competitor is structurally weakest.