Inspired by Revved Digital. Original report: Revved Digital 2026 Home Service Marketing Benchmark Report. This is a new Tygart article for restoration contractors. We kept the mechanism, added first-party field knowledge, and did not reprint the piece.
The useful sentence in that report is the first one: benchmarks only work when clicks, leads, bookings, sold jobs, and customers stay separate. The table then shows restoration and water damage at an $8.33 CPC and $90.92 CPL. Those are LocaliQ Home & Home Improvement proxies, not a national restoration average. Roofing sits at $228 CPL with real trade data. Plumbing at $129. Treat the restoration row as context, not a quota.
There is no credible nationwide LSA CPL, SEO price, website conversion rate, or review-count target across those nine trades. The honest public numbers that do transfer:
- CallRail: 97% of homeowners say speed influences whom they hire. 41% of online-booked jobs arrive after hours.
- ServiceTitan (2022, cross-trade): 42% typical call booking rate. Old, and not restoration-specific. Still a better reference than “we feel busy.”
- Planning range of 5–10% of revenue is general small-business guidance, not a measured restoration average.
Build the number backward. How many more losses can the crews take. What is allowable CAC from gross profit on water versus sewage versus fire. What is the real lead-to-customer rate on the night board. Fund channels from that. A shop spending 5% with a dead after-hours line wastes more than a shop spending 10% that answers.
Compare your pin to the shops ranking for water in your city — count, recency, replies — not to a national review target that does not exist.
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