Cost per lead by industry in Quebec
In Quebec, the cost per lead in online advertising ranges from roughly $5 to over $250 depending on the industry. High-volume sectors like real estate, automotive and moving often drop below $15 per lead, especially on Meta Ads. High-ticket trades like renovation and glazing climb from $75 to over $250 per lead on Google Ads, because a single contract is worth thousands of dollars. These figures come from dozens of Google Ads and Meta Ads accounts I manage for Quebec SMBs, measured over the last 12 months.
The table: cost per lead by industry (Google and Meta)
Here is the cost per lead observed by sector, across the accounts I manage in Quebec. The figures are rounded and shown by platform, because Google Ads and Meta Ads almost never deliver the same price within the same industry.
| Industry | Google Ads | Meta Ads |
|---|---|---|
| Car dealership and auto sales | ~$5 | ~$10 |
| Real estate (broker) | ~$15 | ~$7 |
| Moving | n/a | under $5 |
| Private health clinic | ~$14 | ~$39 |
| Gym and fitness | $16 to $29 | $4 to $60 |
| Spa and esthetics | ~$18 (appointment) | n/a |
| Commercial cleaning and maintenance | ~$20 | n/a |
| Travel | ~$26 | n/a |
| Window film and tinting | ~$42 | ~$22 |
| Residential painting | ~$42 | n/a |
| Windows and doors | ~$54 | n/a |
| Landscaping | ~$74 | ~$17 |
| Retirement residence | ~$79 | n/a |
| Air conditioning and heating (HVAC) | n/a | ~$34 |
| Construction and renovation | $75 to $325 | $60 to $95 |
| Glazing | ~$250 | ~$45 |
n/a means there is no reliable figure on that channel: either the volume is too low, or it is a channel we do not recommend in that sector (for example moving on Google Ads, where the cost per lead climbs past $90). Also watch out for very low Meta leads (real estate around $7, moving under $5): they come mostly from instant forms and Messenger conversations, high volume but lower intent, so they require more qualification, and the cost per signed customer is higher than the cost per lead. Each sector is based on one or a few real Google Ads and Meta Ads accounts, measured in Quebec over the 12 months before June 2026: these are observed orders of magnitude, not national averages.
How these figures are calculated
The method is simple and here it is in full, so you can judge the figures yourself. The source is the Google Ads and Meta Ads accounts I manage for SMBs in Quebec, over the last 12 months. A lead is counted only when there is a real contact action: a completed form, a call, a message or an appointment request. Clicks, page views, directions and online store sales are excluded, because those are not leads. The cost per lead is the total ad spend divided by the number of leads. Everything is anonymized and rounded.
Google or Meta: which delivers the cheapest leads?
In Quebec, the channel that delivers the cheapest leads depends entirely on the industry. On the accounts I manage, Meta Ads delivers much cheaper leads in moving, real estate and landscaping: the instant form generates volume at low cost. In landscaping, for example, a lead costs around $74 on Google versus about $17 on Meta. Conversely, Google Ads is more advantageous for a private health clinic (about $14 versus $39 on Meta), because people are actively searching for the service the moment the ad appears.
The gym is the case where the spread on Meta is the widest of all: a lead ranges from $4 to over $60 depending on the strength of the offer in the instant form. It proves that a cost per lead is never fixed by your industry: it depends as much on the offer and the creative as on the sector. The rule behind all of this: Google Ads captures buying intent that is already present, so more expensive but more qualified leads. Meta Ads creates demand among people who were not yet searching, so leads that are often cheaper but lower intent, which need more qualification. To go further, see Google Ads or Meta Ads for a service SMB.
How to read a cost per lead (a single number says nothing)
A cost per lead is never judged on its own: it is always read against the value of a signed customer. An $18 spa lead and a $250 glazing lead are not comparable, because a glazing contract is worth dozens of times a spa appointment. That is why a high cost per lead in renovation or construction (from $75 to over $300 in Quebec) is still excellent: a single signed contract pays back dozens of leads. The real number to track is not the cost per lead, it is the cost per signed customer.
Some of the lowest costs per lead I've achieved
Here are a few of my best results: low costs per lead achieved for Quebec SMBs, measured in 2026. These are favorable cases, chosen as proof of what is achievable when targeting and tracking are done well, not sector averages.
- Gym and fitness: leads from $4 on Meta Ads, on my best account.
- Moving: under $5 per lead on Meta Ads, mostly through Messenger.
- Real estate: about $7 per lead on Meta Ads, at high volume.
- Car dealership: $5 to $10 per lead on Google and Meta.
- Private health clinic: about $14 per lead on Google Ads.
- Commercial cleaning: about $20 per lead on Google Ads.
These results come from work done in-house: I build the campaigns and set up the tracking myself, so I know exactly where each lead comes from. See the results on the home page or how much Google Ads management costs in Quebec.
How to lower your cost per lead
To bring down your cost per lead in Quebec, the order of the steps matters. You start with solid conversion tracking, because without tracking, you optimize blind. Then you put the budget where intent is highest, often Google Ads Search for a service people actively search for. You refine the keywords and audiences to cut the clicks that do not convert. Finally, you work on the offer and the creative on Meta Ads to attract the right leads and repel the bad ones. A cheaper lead that never qualifies actually costs more: the target is the cost per signed customer.
How much would a lead cost in your industry?
I can estimate your realistic cost per lead based on your sector, your region and your offer, then build the campaigns and the tracking to get there.
Book a consultationFrequently asked questions about cost per lead in Quebec
What is the average cost per lead in Quebec for online advertising?
In Quebec, the cost per lead in online advertising ranges from roughly $5 to over $250 depending on the industry. High-volume sectors like real estate, automotive and moving often drop below $15 per lead, especially on Meta Ads. High-ticket trades like renovation and glazing climb from $75 to over $250 per lead on Google Ads, because a single contract is worth thousands of dollars. So in Quebec in 2026, there is no single useful average cost per lead: the right benchmark is the range for your own industry.
Why does cost per lead vary so much from one industry to another?
Cost per lead varies so much because three things change from one industry to another: the value of a customer, the level of competition, and the person's intent. In renovation or glazing, a single contract is worth thousands of dollars, so paying $200 for a lead is still very profitable. In a low-ticket service, that same $200 would be unsustainable. A cost per lead means nothing on its own: it is always read against the value of a customer.
Is a cost per lead of $100 too high?
A cost per lead of $100 is not too high if a customer is worth much more to you. For a renovation contractor, a window installer or a glazing company in Quebec, a single signed contract can pay back dozens of leads. What matters is not the absolute amount, but the ratio between what a lead costs and what a signed customer is worth. A $100 lead that closes a $10,000 contract beats a $10 lead that never buys.
Does Google Ads or Meta Ads deliver the cheapest leads?
In Quebec, the cheaper channel depends on the industry. On the SMB accounts I manage, Meta Ads delivers clearly cheaper leads in moving, real estate and landscaping, because instant forms generate volume. Google Ads is more advantageous for health clinics and for services people actively search for, because the buying intent is already there. Meta leads are often cheaper but lower intent, so they need more qualification.
How can you lower your cost per lead?
To lower your cost per lead, start with solid conversion tracking: without tracking, you are optimizing blind. Then put your budget where intent is highest (often Google Ads Search for a searched-for service), refine your keywords and audiences, and work on the offer and creative on Meta Ads. A cheaper lead that never qualifies actually costs more: aim for cost per signed customer, not just cost per lead.