Lead-gen isn't e-commerce with different labels
For trades and local services, the whole scoring model shifts. There's no order value or checkout completion, only leads, their quality, and what a converted lead is actually worth to the business.
Illustrative ranges
Trades (håndværker): typical lead conversion around 3.5% of sessions, a segment default lead value around 2,500 kr, and branded search share around 35%, a sign of how much reputation and reviews matter in this category.
As with e-commerce priors, these are illustrative starting points that get replaced by your own verified numbers as soon as call tracking and form-submit tracking are properly connected.
The most common gap in this segment
Missing call tracking is the single most common finding here. Without it, a large share of paid spend has no attributable outcome at all, which is why it's usually the top-ranked recommendation for trades accounts.