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What does a masonry lead cost? Real numbers from a 2026 ad account
By Jacob Ritter, Forge Systems · Updated
Short answer
In one masonry company's 2026 ad account, Meta (Facebook and Instagram) ads produced leads for $19.50 to $25.25 each, and Google search ads cost $109 to $123 per qualified phone call. The account belongs to Chavez Tuckpointing in Valparaiso, Indiana, and Forge Systems manages it.
What did each ad channel cost per lead?
Here's every number from the account for August and September 2026. Spend is what the company paid the ad platform. It doesn't include management fees.
| Channel | Dates | Ad spend | Leads | Cost per lead |
|---|---|---|---|---|
| Meta ads (form leads) | Aug 10 to Sep 9 | $1,014.00 | 52 | $19.50 |
| Meta ads (form leads) | Sep 1 to Sep 9, then paused | $252.49 | 10 | $25.25 |
| Google search ads (phone calls) | August | $1,967.63 | 18 | $109.31 |
| Google search ads (phone calls) | Sep 1 to Sep 28 | $1,227.40 | 10 | $122.74 |
| Both channels combined | Sep 1 to Sep 28 | $1,479.89 | 20 | $73.99 |
Sources: Meta Ads Manager and Google Ads for Chavez Tuckpointing, pulled for their monthly reports. The two Meta rows overlap (Sep 1 to 9 is inside both). The Meta campaign was paused on September 9 because the crew couldn't keep up with the volume, and Google spend was cut from $65 to $33 a day the same day.
Why are Meta leads so much cheaper than Google leads?
Because they're not the same kind of lead. A Google Ads conversion in this account only counts when a phone call lasts longer than 66 seconds. That's someone searching for a mason right now who stayed on the phone long enough to talk about a job. Those are the hottest leads you can buy, and every mason in town is bidding on them.
A Meta lead is a homeowner who saw a before-and-after of a chimney or a wall in their feed and filled out a form. They weren't searching. Many have been putting the project off for a year. They're cheaper because nobody else is fighting for them yet, but they need a fast reply and some screening before they're worth an estimate.
- Google search ads: fewer leads, higher cost, ready to book now.
- Meta ads: more leads, much lower cost, need fast follow-up and qualifying.
- If nobody answers the Meta leads within minutes, the low cost per lead doesn't matter.
What do masonry keywords cost per click on Google?
These are the exact searches that triggered the ads in September 2026, sorted by clicks. Cost per click is ad spend divided by clicks.
| Search term | Clicks | Spend | Cost per click | Calls |
|---|---|---|---|---|
| chimney repair near me | 12 | $56.99 | $4.75 | 1 |
| chimney repair | 11 | $32.73 | $2.98 | 0 |
| masonry repair near me | 5 | $17.77 | $3.55 | 2 |
| brick layers near me | 5 | $19.50 | $3.90 | 0 |
| tuckpointing near me | 4 | $14.43 | $3.61 | 1 |
| chimney service near me | 4 | $15.76 | $3.94 | 0 |
| masonry contractors near me | 4 | $35.41 | $8.85 | 0 |
| tuckpointing | 3 | $12.95 | $4.32 | 0 |
| chimney companies near me | 3 | $16.48 | $5.49 | 0 |
| concrete repair companies | 3 | $16.13 | $5.38 | 0 |
| chimney maintenance | 2 | $17.60 | $8.80 | 0 |
Chimney searches made up 5 of the top 11 terms and 32 of the 56 clicks. "Masonry repair near me" produced the most calls (2 from 5 clicks). Clicks in this market mostly cost between $3 and $9.
Will my masonry leads cost the same?
Probably not exactly. This is one company in one market (Northwest Indiana and Southwest Michigan) over about two months. Your cost per lead depends on your area, how many masons are bidding, your photos, your reviews, and how fast you answer. Chavez Tuckpointing had grown to 100 Google reviews at 4.9 stars by the end of September, and strong reviews help every channel.
What does carry over: Meta leads were about one fifth the cost of Google calls, and the cheap leads only paid off because every one got a text back right away.
Frequently asked questions
How much does a masonry lead cost on Facebook and Instagram?
In Chavez Tuckpointing's 2026 account, Meta ads produced masonry leads for $19.50 each from August 10 to September 9 (52 leads on $1,014 of ad spend), and $25.25 each in early September.
How much does a masonry lead cost on Google Ads?
In the same account, Google search ads cost $109.31 per qualified phone call in August 2026 and $122.74 in September 2026. A call only counted if it lasted longer than 66 seconds.
How much does a click cost for chimney repair on Google Ads?
"Chimney repair near me" averaged $4.75 per click and "chimney repair" averaged $2.98 per click in Northwest Indiana in September 2026.
Are Meta ads or Google Ads better for masonry contractors?
They do different jobs. Google Ads catch homeowners who need a repair now, at a higher cost per lead. Meta ads reach homeowners planning a project before they search, at a much lower cost per lead, but those leads need a fast reply and screening. Many masonry companies run both.
