How much does a quote request from Google cost small construction firms?

Almost every small construction firm asks the same question before advertising: how much do I need to spend on Google to start getting enquiries? Instead of estimates, we pooled the numbers from the search campaigns we manage and published them, aggregated and anonymised.

Across the 8 accounts (construction, electricians and cleaning services in Greater Lisbon, the Setúbal Peninsula and Leiria/Oeste), €1,410.64 was spent in 90 days, generating 1,040 clicks and 135 measured quote requests: €10.45 per request and €1.36 per click. About one click in eight became a request. Because the busiest accounts were the cheapest, the typical firm (the median account) paid more, about €17.

By niche: construction firms (painting, renovation, façades and insulation, rope access; 4 accounts) paid €14.28 per request and €1.45 per click. Electricians (2 accounts, including EV charger installers) paid €10.70 and €1.53. Cleaning services (2 accounts) paid €5.92 and €0.83.

The channel surprised us most: 117 of the 135 requests (87%) were clicks on the website's WhatsApp button. There were 7 clicks on the phone number, 7 messages and 4 calls from the ad. Only 2 of the 8 accounts also tracked the contact form as a conversion, and neither received a request through it.

A trend to read with care: the share of clicks that became a measured request fell from 18.6% in August to 9.5% in October, while the cost per click stayed stable (€1.32–€1.40). Over the same period several sites changed their cookie banner, one account was paused and new accounts started. Part of the drop is measurement, not demand.