Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
We cannot tell you what a pressure washing customer costs, because nobody at our sourcing bar publishes it. LocalIQ's home-services search benchmark is the most granular per-trade study that states its sample and its method, and it is explicit about which categories it covers: HVAC, heating and furnaces, plumbing, roofing and gutters, and electricians. Pressure washing is not among them, and no newer per-trade edition exists. HomeAdvisor's True Cost Guides do not cover the trade either, so there is no published ticket value for a driveway clean or a soft-wash contract. The customer-acquisition-cost ranges circulating online for this trade come from marketing agencies and lead vendors writing about their own products.
What is published is the category level. Across all home-services search campaigns, LocalIQ puts the median lead at $90.92 at a $7.85 median cost per click for the year to March 2025, from 3,211 US campaigns. WordStream's newer 2026 edition, covering April 2025 to March 2026, puts its combined Home and Home Improvement row at the same $90.92 cost per lead at a $8.33 cost per click. Both are whole-category medians spanning trades whose tickets dwarf an exterior cleaning, so read them as an altitude check and not as a pressure washing figure.
Recurring revenue changes the acquisition math in a way no benchmark captures. A soft-wash contract that returns to the same home more than once a year is a very different unit-economics problem than a single driveway or paver-patio clean. Operators who convert a first job into a standing annual or semi-annual contract can absorb a higher cost on the first booking because lifetime value compounds across visits.
All home services, not pressure-washing-specific; median, Apr 2024 to Mar 2025; CPC $7.85
LocalIQ Home Services Search Advertising BenchmarksPressure washing is explicitly not a published category in the LocalIQ edition
LocalIQ Home Services Search Advertising BenchmarksGoogle Local Services Ads charge per lead, but Google publishes no prices. Its help center says only that 'you're charged for each valid lead you receive through your Local Services ad' and that 'lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode', and that message leads are typically priced lower than the corresponding phone lead. Any exterior-cleaning LSA dollar range you have seen came from an agency. From August 2026 Google is migrating Local Services Ads into Performance Max with pay-per-lead goals for US home and storefront service businesses, and manual maximum cost-per-lead bidding is going away.
Google Search Ads have a real published benchmark, but only at the category level: $90.92 median cost per lead at a $7.85 median cost per click across all home services, April 2024 to March 2025. Exterior cleaning is not broken out. Search is an auction, so what a pressure washing click costs moves with local competition and season, and in warm climates the auction stays active year-round rather than cooling off. Your own account will show that swing long before a national median would.
Google states prices vary by location, job type, lead type and bidding mode
Google Local Services Ads HelpWhole-category median across all home services, Apr 2024 to Mar 2025; CPC $7.85
LocalIQ Home Services Search Advertising BenchmarksThe primary cross-channel CPM comparison, published by Solomon Partners and hosted by the OAAA in 2025, puts out-of-home bulletins at $3 to $10 per thousand and posters at $3 to $13. The same table puts social media at $2 to $8 and digital display at $5 to $6, so billboards are not the cheap channel per impression. As a live market example, the AdQuick 2026 Jacksonville guide lists static bulletins at $1,800 to $6,500 per four-week flight and posters at $800 to $2,200, on a blended local traditional-billboard CPM of $5 to $12, with digital running $5 to $12 CPM on freeway bulletins and $12 to $22 on downtown LEDs, giving each advertiser about 8 seconds of exposure every 64 to 80 seconds. AdQuick is a marketplace rather than a measurement body, so those are asking prices.
The structural problem with billboard impressions for a residential service like pressure washing is composition, not volume. Geopath, the body that defines the out-of-home impression, states that impressions are the gross count of all exposures, include passengers, 'include duplicated views', and 'are not the number of people who see the advertisement'. That count includes commuters, passengers, renters, and out-of-market traffic, not specifically the homeowners with mildew or algae streaks on their siding. A high raw-impression number does not translate cleanly into qualified reach for a service sold house by house.
Bulletins $3 to $10, posters $3 to $13; social media $2 to $8 on the same table
Solomon Partners / OAAA Major Media CPM Comparison, 2025AdQuick 2026 guide, marketplace asking prices: freeway digital $5 to $12, downtown LEDs $12 to $22; about 8 seconds of exposure every 64 to 80 seconds
AdQuick: Jacksonville DOOH listings (secondary)Most lead marketplaces do not publish prices, and the per-lead ranges and close rates attributed to them online come from agencies rather than from the platforms. Networx is the exception: its help center lists $10 to $100+ per lead on Pay Per Lead and $15 to $120+ on Exclusive Leads, and states that a single Pay Per Lead 'will go to up to 4 contractors in total' (last updated 2023).
Thumbtack publishes no dollar figures but does state that it limits 'the number of pros a customer can contact to five in the first four hours of their search', after which the customer can contact more. Angi publishes no per-lead prices either; its FY2025 annual report describes lead revenue as fees paid by pros for consumer matches 'regardless of whether the Pro ultimately provides the requested service'. The FTC alleged in 2022 that HomeAdvisor had for years made false or unsubstantiated claims about the quality and source of the leads it sold; those allegations were resolved by consent order in 2023 with up to $7.2 million in refunds, and were never findings of fact. No source at our bar publishes shared-lead close rates, so we do not quote one. The structural point stands without a number: you are paying for the introduction, not the job.
Pay Per Lead; goes to up to 4 contractors in total (Networx help center, 2023)
Networx: How much do leads costThumbtack caps a customer at five pros in the first four hours; Angi pros pay per match either way
Thumbtack help center; Angi Inc. Form 10-K FY2025Soft-washing and pressure washing are recurring-revenue plays, not one-off-job plays. The channels that work best are the ones that deliver to the same houses repeatedly, so an operator can compound route density rather than chasing a new customer in a new part of town every week.
A billboard on a major highway reaches commuters, not specifically the homeowners whose vinyl siding is showing algae growth, and Geopath's own definition of an impression concedes as much. Hyperlocal, corridor-level delivery reaches actual buyers directly: a tunnel through a canopied residential street or a zone over a high-value coastal or suburban subdivision puts the message in front of the households most likely to have visible mildew, algae, or salt staining.
Cost Per Verified Delivery (CPVD) prices that reach at from $0.25 per GPS-verified delivery on the background tier, with tunnels and zones priced separately for hyperlocal precision. Every delivery is verified: the device was physically present in the corridor at the time of delivery. A delivery is not a lead and not an impression; it is one offer to one opted-in person, charged only when that person claims it.
On the dimensions an operator evaluates before committing a monthly budget. Every figure below is the published benchmark named in the last column, not a blended estimate, and where a platform publishes no price we say so rather than filling the cell.
| Channel | Published cost | Best case fit | Source and caveat |
|---|---|---|---|
| Google Local Services Ads | Not published | New-customer acquisition on live search demand | Google states prices vary by location, job type and bidding mode; migrating into Performance Max from Aug 2026 |
| Google Search Ads | $90.92 per lead (median), $7.85 CPC | High-intent exterior cleaning search | LocalIQ, Apr 2024 to Mar 2025: whole home-services category; pressure washing is explicitly NOT a published category |
| Static / digital billboards | $3 to $13 CPM across OOH formats | Broad brand awareness, not qualified reach | Solomon Partners / OAAA 2025; impressions are gross exposures including passengers, per Geopath |
| Networx | $10 to $100+ per lead | Volume-driven operators buying with a known share count | Networx help center (2023): one Pay Per Lead goes to up to 4 contractors |
| Angi / Thumbtack | Not published | Capacity fill | Thumbtack caps a customer at five pros in the first four hours; Angi FY2025 10-K: pros pay per match either way |
| WilDi Maps CPVD | From $0.25 per GPS-verified delivery | Recurring-revenue route density, same houses repeatedly | Our published rate card; no auction, no shared leads, charged only when the member claims |
A typical pressure washing CPVD deployment combines the three product tiers to match the shape of the operator's service area. The components are zones, tunnels, and background rotation.
Zones are one-square-mile residential clusters of mesh. For pressure washing, the right zone is a canopied or coastal neighborhood with the surface and shade conditions that show organic growth fastest: painted siding under mature tree cover, light-colored vinyl on large lots, or coastal homes exposed to salt spray.
Tunnels are one-mile road strips deployed on the residential corridors the operator's crews already service, compounding brand recognition among the same local people on repeat visits.
Background is metro-wide rotation at the $0.25+ base rate, which builds the recurring-maintenance trust signal that converts when a homeowner's siding finally shows visible growth. The natural starter deployment for any U.S. metro pressure washing operator is one zone (a canopied or coastal residential cluster), background rotation (metro-wide), and a tunnel through the operator's own service corridor.
The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
Pressure washing is explicitly not one of the categories LocalIQ publishes in its home-services benchmark, and no other publisher at our sourcing bar breaks it out, so there is no honest pressure washing cost per lead or customer acquisition cost to quote and we do not invent one. The closest published figure is the whole home-services category: a median $90.92 cost per lead at a $7.85 median cost per click, April 2024 to March 2025, across every home-service trade rather than exterior cleaning specifically. Google publishes no Local Services Ads lead prices. WilDi Maps Cost Per Verified Delivery starts from $0.25 per GPS-verified delivery on background rotation.
Soft-washing is a recurring-revenue play, not a one-off-job play, so the strongest channels are the ones that deliver to the same houses repeatedly and let route density compound. Search and Local Services Ads win the homeowner who is already looking, though neither publishes a pressure washing price you can plan against. A billboard reaches commuters rather than the homeowners whose siding is showing algae, which is what Geopath's definition of an out-of-home impression concedes. A CPVD tunnel or zone reaches opted-in people in the corridor you chose, at from $0.25 per GPS-verified delivery, charged only when they claim.
Cost Per Verified Delivery is WilDi Maps pricing for hyperlocal delivery. The operator owns a road segment (tunnel), a one-square-mile residential cluster (zone), or metro-wide rotation (background), and pays from $0.25 each time a real phone is GPS-verified moving through their mesh during the campaign. There is no auction and no Middleman Tax. A delivery is not a lead and not an impression: it is one offer to one opted-in person, charged only when that person claims it, which is a different unit from both the impression-based and shared-lead pricing an exterior cleaning operator is usually offered.
Neither publishes a dollar lead price, and no source at our sourcing bar publishes shared-lead close rates or membership fees for them, so we quote none of those. What is on the record: Thumbtack states that it limits a customer to contacting five pros in the first four hours of their search, and Angi's FY2025 10-K states that pros pay for the consumer match regardless of whether they end up doing the job. Networx, the one marketplace that does publish, lists $10 to $100+ per Pay Per Lead and says a single one goes to up to four contractors. For an operator building a recurring soft-wash book, paying for an introduction that several competitors are also paying for is the structural problem, with or without a close rate attached.
Out-of-home CPMs run $3 to $13 depending on format, per the 2025 Solomon Partners and OAAA comparison, with social media at $2 to $8 on the same table. The AdQuick 2026 Jacksonville guide, which carries marketplace asking prices rather than audited rates, lists static bulletins at $1,800 to $6,500 per four-week flight and posters at $800 to $2,200, with digital running $5 to $12 CPM on freeway bulletins and $12 to $22 on downtown LEDs, giving each advertiser about 8 seconds of exposure every 64 to 80 seconds. The structural limitation is composition: Geopath, which defines the out-of-home impression, states that impressions are the gross count of all exposures, include passengers and duplicated views, and are not the number of people who see the ad.
Three levers, none of which needs a benchmark number to work. First, read what each marketplace actually discloses about lead sharing before you buy: Networx says one Pay Per Lead goes to up to four contractors, Thumbtack caps a customer at five pros in the first four hours, and Angi's 10-K says pros pay for the match whether or not they win the job. Second, target by surface and shade condition rather than raw traffic volume, since a canopied residential corridor or a coastal zone reaches the actual mildew-on-siding buyers far more efficiently than a highway board whose impressions include passengers and duplicated views. Third, lean into route density: a single subdivision win at recurring soft-wash rates compounds margin every time a neighboring home joins the same truck route. WilDi Maps CPVD starts from $0.25 per verified delivery and lets an operator run repeat flights to the same corridor without auction inflation.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps. Jacksonville-based. Veteran-owned. Sources cited inline; numbers updated as the underlying research updates.
Published · Last updated
More about Timm RossFixed from $0.25 per GPS-verified delivery. No auction, no bid stream, no Middleman Tax.
