Captures active demand
Google Business Profile
no media cost
Google Search ads
per click
Local Services Ads
per valid lead
Rents active demand
Lead marketplaces
per connection
Creates demand
Facebook and Instagram
per impression or action
Nextdoor
per click or CPM
TikTok
per impression or click
YouTube
per view or impression
Buys repetition
Direct mail
per piece
Radio
per schedule
Billboards
per flight
Borrows community trust
Sponsorships
per package
Teal = leans on your reviews. Orange = leans on your response speed.
Search: $7.85 median CPC and $90.92 median CPL, 2025 US home services
Search by trade: $93.69 CPL electricians, $228.15 CPL roofing
Local Services Ads: $53 blended CPL, February 2026 vendor dataset
Meta leads: $41.26 CPL home improvement, $76.71 CPL dental, 2025
Nextdoor: $10 CPM starting bid guidance, not a spend floor
TikTok: above $50 campaign daily budget, above $20 ad group
Direct mail: $0.26 a piece, 200-piece minimum, $52 postage floor
Radio: under $1,000 to $8,000 or more a week, $5 to $15 CPM
Sioux Falls out-of-home: $800 to $3,500 a month by format
National medians and marketplace estimates, not South Dakota quotes.