The numbers behind contractor SEO — and what they actually mean for your business

Most contractor SEO statistics pages cite suspiciously precise numbers: "73% of contractors see results in 90 days" or "312% average traffic increase." Those figures are rarely sourced, almost never reproducible, and exist primarily to impress rather than inform.

This page takes a different approach. The benchmarks here draw from three sources:

• Published [attorney search benchmarks](/resources/attorney/attorney-seo-statistics) and search industry research from BrightLocal, Moz, Google's own documentation, and peer-reviewed digital marketing studies — cited where possible
• Campaign experience from engagements we've managed for contractors across residential and commercial trades
• Market observation across contractor-heavy local search environments in competitive metro markets and smaller regional ones

Where we present ranges rather than point estimates, that's intentional. A roofing contractor in Phoenix competing against 40 established local businesses faces a different SEO environment than a specialty contractor in a mid-size market with three direct competitors. Collapsing that variance into a single number would mislead you.

A note on freshness: Search algorithm behavior shifts, and local ranking factors evolve year over year. The structural patterns described here — local intent dominance, authority compounding, review signals — have remained stable across multiple algorithm cycles. Individual ranking factor weights shift more frequently.

Disclaimer: Benchmarks on this page reflect observed ranges across varied engagements and published research, not designed to outcomes. Your results will depend on market competitiveness, trade category, website history, and execution quality.

Understanding where contractor searches happen — and how Google responds to them — is the starting point for interpreting any performance benchmark.

The majority of contractor-related searches carry implicit or explicit local intent. Queries like "roof repair," "electrical contractor," and "kitchen remodel" all trigger Google's local results (the Map Pack) even when no city name is included. Google infers location from the searcher's device and serves results accordingly.

This means contractor SEO operates across two overlapping systems:

• The Map Pack — driven primarily by Google Business Profile signals, proximity, and review quality
• Organic web results — driven by website authority, on-page optimization, and content relevance

Many contractors appear in one but not the other. Firms that rank in both receive substantially more visibility — our experience suggests a meaningful compounding effect when both channels are optimized together, though the exact multiplier varies by query type and market.

Industry research from BrightLocal and similar sources consistently shows that a large majority of consumers use search engines to find local service providers, and contractors rank among the most frequently searched local service categories. Homeowners searching for contractors are typically in a high-intent buying phase — they have a project and need a provider. This is meaningfully different from exploratory searches in lower-intent categories.

The practical implication: traffic volume matters less than traffic quality for contractors. A page that ranks for "licensed electrician [city]" and converts at a reasonable rate outperforms a page generating ten times the traffic from informational keywords that never convert to calls or form submissions.

Timeline is the question we hear most often — and the one where unrealistic expectations cause the most damage to agency-client relationships. Here is what the data and our campaign experience actually support.

Typical Timeline Ranges by Scenario

• New domain, competitive market (major metro): 8–14 months to reach stable first-page organic rankings for primary service keywords. Map Pack visibility often arrives earlier, around the 3–5 month range, if GBP optimization is addressed immediately.
• Established domain with existing authority, competitive market: 4–7 months to meaningful ranking movement on primary keywords. Prior authority compounds faster.
• Established domain, lower-competition market: 60–120 days to first-page movement on primary terms is realistic. Some markets see faster movement when local competition has not invested in SEO.
• Google Business Profile (local Map Pack only): Optimization improvements can influence Map Pack positions within 30–60 days when citation consistency and review signals are addressed simultaneously.

These ranges assume consistent execution — regular content, technical maintenance, link acquisition, and review management. Campaigns that start and stall reset the compounding clock.

What the ranges don't capture: Algorithm updates can accelerate or temporarily suppress rankings for any domain. Penalty recovery from prior black-hat tactics adds 3–6 months to any baseline timeline. And ranking for a keyword is not the same as generating leads — conversion rate optimization is a separate layer that affects whether rankings translate to calls.

Industry benchmarks from multiple SEO research sources place the average timeline to measurable organic growth for local businesses in the 4–6 month range. Contractors in highly competitive trades (roofing, HVAC, plumbing, remodeling) should plan for the upper end of any published range.

The business case for SEO in contracting comes down to lead economics over time. Here is how organic search compares to paid channels based on industry data and campaign observation.

Google Ads (PPC) for Contractors

Pay-per-click costs in contractor categories are among the highest across all local service industries. WordStream and similar industry sources consistently place contractor-related clicks — roofing, HVAC, plumbing, remodeling — among the top cost-per-click categories in Google Ads. Cost-per-lead from paid search for contractors varies widely but frequently runs into triple digits depending on the trade and market.

Paid search delivers immediate visibility but costs are incurred on every click, every month, indefinitely. There is no compounding return.

Organic SEO for Contractors

Organic leads carry no per-click cost once rankings are established. The investment is in the work to achieve and maintain those rankings — technical optimization, content, and link authority.

In our experience working with contractors, cost-per-lead from organic search tends to reach parity with or fall below paid channels somewhere in the 9–15 month range, depending on what was invested and how competitive the market is. After that crossover point, organic leads become progressively more economical as the cost of maintaining rankings is lower than the cost of acquiring them.

Important context: This comparison assumes organic rankings are actually achieved. In a highly competitive market, if a contractor never reaches first-page positions, the SEO investment does not produce the lead volume needed to reach cost parity. Market competitiveness analysis before investing is not optional — it's the foundation of an honest projection.

Local Services Ads (LSAs) occupy a middle ground — they are paid, but they display above traditional PPC and organic results for many contractor queries. Many contractors benefit from running LSAs alongside organic SEO rather than treating them as substitutes.

Google Business Profile optimization and review management are where most contractors have the fastest path to measurable improvement. Here is what the research and observed campaign data support.

Review Signals

BrightLocal's annual Local Consumer Review Survey consistently finds that a large majority of consumers read reviews before contacting a local service provider, and that rating and review count both influence whether they make contact. For contractors specifically — where project quality is hard to evaluate before hiring — reviews serve as the primary trust proxy.

On the ranking side, Moz's Local Search Ranking Factors research has consistently identified review signals (volume, recency, and response rate) as meaningful contributors to Map Pack positioning. Contractors who actively acquire reviews from verified customers outperform those relying on historical ratings.

Observed benchmarks from our engagements:

• Contractors with fewer than 10 reviews are materially disadvantaged in Map Pack competition in most metro markets
• Review recency matters — a pattern of new reviews acquired monthly signals active business and tends to correlate with stronger local rankings
• Responding to reviews (both positive and negative) is a trust signal for both Google and prospective customers; contractors who respond consistently tend to have higher conversion rates from profile views to calls

GBP Category and Attribute Accuracy

Selecting the most accurate primary category on Google Business Profile is one of the highest-use, lowest-effort optimizations available. Misclassified profiles consistently underperform, even with strong review signals. Secondary categories allow contractors to claim visibility for related services without diluting the primary category signal.

Attributes — particularly license verification, service area configuration, and booking links — contribute to profile completeness scores that correlate with stronger local visibility. These are not ranking guarantees, but they remove friction in Google's ability to match your profile to relevant searches.

The table below consolidates the key ranges discussed throughout this page. Use these as planning benchmarks, not contractual commitments. Actual performance depends on market, trade category, execution quality, and starting authority.

• Timeline to Map Pack visibility (new optimization): 30–90 days with consistent GBP and citation work
• Timeline to first-page organic rankings (competitive market): 6–12 months
• Timeline to first-page organic rankings (lower-competition market): 60–180 days
• Review count threshold for Map Pack competitiveness (most metros): 15+ reviews, with ongoing monthly acquisition
• Organic vs. paid cost-per-lead crossover: Typically 9–15 months into a consistent organic campaign
• GBP profile views to call conversion (industry research range): Varies significantly by trade and market; consistent optimization tends to lift this rate meaningfully over unoptimized profiles
• Share of contractor searches with local intent: Industry estimates consistently place this above the majority of all trade-category queries

One pattern holds across nearly every engagement and research source we've reviewed: contractors who treat SEO as a 12-month minimum commitment see compounding returns; those who treat it as a 90-day experiment rarely recover their investment.

The compounding nature of organic authority — where rankings achieved in month six continue generating leads in month eighteen without proportionally increasing cost — is the core economic argument for contractor SEO. The data supports that argument, but only when the timeline assumptions are honest from the start.

For contractors evaluating whether organic search is the right channel for their growth goals, the data-backed SEO for contractors services we offer are built around these benchmarks — not inflated projections.