Builder ads in Stoke-on-Trent: £3.18 a click

What a booked job costs in clicks

At a lead rate of 8.05% of clicks (calls and forms; US benchmark, LocaliQ 2026, Home & Home Improvement) and a booking rate of 42% of calls (US/Canada benchmark, ServiceTitan, call-booking rate for trades), a booked job costs about £94 in clicks at £3.18 a click.

Cost per booked job in Stoke-on-Trent is the click price divided by the lead rate times the booking rate. The rates are national benchmarks, not Stoke-on-Trent figures; the planner below starts from them and you can change both.

Each row uses the same two rates as the sentence above, so the order follows click price.

Where the builder searches are in Stoke-on-Trent

Searches split by what the searcher typed. The two tags rank the groups on this page by click price; they are rankings, not verdicts.

Specific jobs are the largest share of counted search volume in Stoke-on-Trent, at 49.6%.

In Stoke-on-Trent, specific jobs has the highest click price among the counted intent groups, at £4.23 a click.

Plan a month of builder ads in Stoke-on-Trent

Put in your own value per job and margin. The call and booking rates start at the benchmarks named under each box; change them to your own.

Every builder keyword tracked in Stoke-on-Trent

Monthly searches are the average of the last 12 months. Related keywords are shown for context and are not counted in any total on this page.

The most-searched builder keywords in Stoke-on-Trent are “builders near me” (53 searches a month at £2.12 a click), “house extensions” (16 searches a month at £0.78 a click), and “bathroom renovation” (14 searches a month at £3.35 a click).

In Stoke-on-Trent, “kitchen renovation” is the keyword furthest from the country median: £12.40 a click, 279.2% above the £3.27 median click price for builder across this country's tracked cities.

In Stoke-on-Trent, “renovation builder” is the least-searched of the counted keywords tracked here, at 1 search a month.

In Stoke-on-Trent, 6 of the 9 counted builder keywords tracked here have a recorded Google click price.

How Stoke-on-Trent compares in the United Kingdom

Over the 48 months tracked, renovation builders searches in Stoke-on-Trent peaked in January 2023 at 240 and were lowest in May 2023 at 50. Stoke-on-Trent's single latest tracked month is down 28.6% on the same month a year ago and down 41.2% on the same month two years ago (a one-month comparison, not the rolling 12-month year-on-year figure above). In Stoke-on-Trent, the keyword changing fastest year on year is "renovation builder", down 75.0%.

• Stoke-on-Trent is 11th of 25 United Kingdom cities by click price, mid-table.
• Stoke-on-Trent is 16th of 25 United Kingdom cities by monthly searches, mid-table.
• Stoke-on-Trent is 1st of 3 West Midlands cities by click price, the lowest.
• Stoke-on-Trent is 3rd of 3 West Midlands cities by monthly searches, the lowest.
• For this service, Stoke-on-Trent sits in West Midlands, which is 10th of 19 regions by businesses per 10,000 people, mid-table (an average of 6.0 businesses per 10,000 people across West Midlands).
• Stoke-on-Trent's 46.3 searches a month per 100,000 people is below the country-wide rate of 53.2 for this service.
• Stoke-on-Trent's median builder click price of £3.18 is 2.8% below the country median of £3.27.
• Counted searches over the last 12 months are down 24.1% on the 12 months before.
• In Stoke-on-Trent, searches peak in January, about 47.4% above the monthly average, and are lowest in May.

Builder businesses in Stoke-on-Trent

The Office for National Statistics counts 145 businesses in this industry in Stoke-on-Trent (2026), about 5.3 for every 10,000 people.

What is counted: local units, VAT or PAYE registered, rounded to 5.

Population: 272,282 (Stoke-on-Trent). Source: ONS mid-year population estimates via Nomis, dataset NM_2002_1, 2025.

Business counts are never compared across countries on this site: each country's statistics agency counts a different set of businesses.

Builder click prices in 6 countries

United Kingdom is 2nd of 6 countries by median builder click price (lowest first), all in US$ at the Federal Reserve H.10 September 2026 average.

Medians across each country's tracked cities, same pull month. Each country uses its own keyword set and its own name for the service. Only click prices and searches are compared across borders; business counts are not.

Rules for renovation builders in the United Kingdom

Builders are not nationally licensed in the UK; trade-body membership is voluntary, not a mandatory licence.

Questions people ask about builder ads in Stoke-on-Trent

Want someone to read your account against these numbers?

A free teardown looks at your last 90 days of Google Ads and tells you what to ask your agency. Or email yourself this benchmark; nothing is sent until you press send.

Data and sources

Search data pulled 13 October 2026. Google Keyword Planner estimates via DataForSEO, not what you will pay at auction; your own Google Ads account shows your real price.