Rates library
What local marketing really costs, with sources
Benchmarks and price points we use in our guides. Every row names its source and says how sure we are: read on the publisher's own page, or only quoted second-hand.
Updated October 2026. Reference points for planning, not quotes: real prices depend on your market, season and negotiation.
Advertising benchmarks
Medians by industry. CPC = cost per click, CTR = click-through rate, Conv = conversion rate, CPL = cost per lead.
| Channel · industry | CPC | CTR | Conv | CPL | Confidence | Source · guide |
|---|---|---|---|---|---|---|
Restaurants & food (closest to cafés) Google Search | $2.05 | 6.83% | 8.05% | $30.57 | Report | LocaliQ Search Advertising Benchmarks 2026 |
Health & fitness Google Search Webtonic credits TheAdSpend; sources in its roundup disagree (Sports & Recreation CPC $2.77). | $6.17 | 5.81% | 6.94% | $67.36 | Second-hand | Webtonic fitness Google Ads statistics |
General dentistry (proxy for cosmetic dental) Google Search | $7.03 | 5.06% | 7.74% | $84.77 | Report | LocaliQ Healthcare Search Benchmarks |
General practice & family medicine Google Search No pediatrics or urgent-care line exists. | $5.47 | 5.50% | 11.63% | $62.80 | Report | LocaliQ Healthcare Search Benchmarks |
Mental health Google Search LocaliQ's published medians do not multiply into its stated cost per lead. | $4.22 | – | 1.85% | – | Report | LocaliQ Healthcare Search Benchmarks |
Hospitals & clinics (proxy for urgent care) Google Search | $4.90 | – | – | – | Report | LocaliQ Healthcare Search Benchmarks |
Education & instruction Google Search | $4.81 | – | – | – | Report | LocaliQ Search Advertising Benchmarks 2026 |
Home & home improvement Google Search | $8.33 | 6.47% | 8.05% | $90.92 | Second-hand | Webtonic garage doors & windows statistics |
Doors & windows sales Google Search | – | – | 4.41% | $200.34 | Second-hand | Webtonic garage doors & windows statistics |
Beauty & personal care (nail salons) Google Search Quoted by an agency article crediting WordStream; original not opened. | $4.62 | – | – | – | Second-hand | Mega Digital (credits WordStream) |
All industries (average) Google Search | $5.42 | – | – | $66.69 | Report | LocaliQ Search Advertising Benchmarks 2026 |
All industries, lead campaigns Meta (Facebook & Instagram) | $1.80 | – | – | $27.39 | Report | LocaliQ Facebook Advertising Benchmarks 2026 |
Beauty & personal care, lead campaigns Meta (Facebook & Instagram) Traffic campaigns in the same category: $0.50 CPC. | $2.97 | – | 5.63% | $50.91 | Report | LocaliQ Facebook Advertising Benchmarks 2026 |
Personal services, lead campaigns (proxy for groomers) Meta (Facebook & Instagram) | – | – | – | $38.09 | Report | LocaliQ Facebook Advertising Benchmarks 2026 |
Finance & insurance, traffic campaigns Meta (Facebook & Instagram) Not an insurance lead-campaign figure. WordStream 2025 via Webtonic. | $1.22 | 0.98% | – | – | Second-hand | Webtonic insurance Meta ads statistics |
Tool and platform prices
List prices from the vendors' own pages. They change often; check the page before you buy.
| Item | Price | Basis | Confidence | Source · guide |
|---|---|---|---|---|
Semrush SEO toolkit SEO & local tools | $139/mo | Entry plan as listed on the pricing page; currency not stated on the page. | Rate card | Semrush pricing |
Semrush Local SEO & local tools | $30 and $60/location/mo | Annual billing. | Rate card | Semrush Local pricing |
Ahrefs Lite / Standard SEO & local tools | $129 / $249/mo | Plan prices on the pricing page; billing period not labelled for every column. | Rate card | Ahrefs pricing |
BrightLocal Track / Manage / Grow SEO & local tools | $41 / $54 / $65/mo | Monthly billing, one location; annual is lower. | Rate card | BrightLocal pricing |
Fresha Independent Booking & websites | $19.95/mo | Plus $0.02 per text after 100 free; AI Concierge add-on $99.95 per location. | Rate card | Fresha pricing |
Vagaro Booking & websites | $23.99/mo | For the first 6 months; reminders included. | Rate card | Vagaro pricing |
MoeGo (pet groomers) Booking & websites | $49 / $99 / $159/mo | Three plans on the pricing page. | Rate card | MoeGo pricing |
Squarespace Basic / Core / Plus / Advanced Booking & websites | $19 / $29 / $49 / $99/mo | Annual billing. Monthly billing: $25 / $39 / $65 / $139. | Rate card | Squarespace pricing |
Make Core / Pro / Teams Automation | $12 / $21 / $38/mo | 10,000 credits each; Free plan: 1,000 credits, 2 active scenarios. | Rate card | Make pricing |
Spotify Ad Studio and AudioGO (Pandora) Audio, TV & other ads | $250 minimum | Minimum campaign budget. | Rate card | Spotify Advertising |
Nextdoor ads Audio, TV & other ads | $3, $5 or $10/day | Suggested daily budgets, billed upfront as daily budget × 31 days ($93, $155, $310). | Rate card | Nextdoor for Business |
CTV advertising (CPM) Audio, TV & other ads | $15–$45 market-wide; $20–$60 Roku/Hulu | Cost per 1,000 views. Vendor estimates, not rates published by the platforms. | Estimate | Vibe |
Walmart Connect (recommended starting budget) Audio, TV & other ads | $100/day | About $3,000 a month; Walmart's own recommendation. | Rate card | Walmart Connect campaign setup guide |
How to read the confidence labels
- Report: we read the figure on the publisher's own page.
- Rate card: we read it on the vendor's pricing page.
- Second-hand: quoted by a roundup; we could not open the original.
- Estimate: a vendor or agency estimate, not a measured rate.
Use them, then use your own numbers
Industry medians include advertisers of every size. Plug them into the budget calculator or the ad break-even calculator as a starting point, then replace them with your own cost per lead after 30 days. See something out of date? Email hi@datalatte.pro and we will check it.
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