Cost of Yelp Ads: What San Diego SMBs Really Pay

Ashlee McCarty • August 18, 2025

In case you’re wondering how much it costs to advertise on Yelp, the short answer is “around $300.”

But before you pull out your checkbook, know this:

Rarely will the amount quoted by that Yelp rep you spoke to suffice. After all, there’s a lot that goes into a successful Yelp ad — and much of what does isn’t covered in one 300-dollar pricing tier.

So, instead of asking how much it costs to drum up some business on Yelp, your question should be this:

“How much are my fellow San Diego SMBs paying for maximum Yelp advertising ROI?”

Find out what the true cost of Yelp advertising is and see whether you’re primed for max ROI or just bankrolling a Yelp exec’s next vacation.

2025 Benchmark Snapshot

There are over 1,500 business categories and niches listed on Yelp. We’d be here all day if we were to list the costs of Yelp advertising for all of them.

Instead, we’ve compiled some 2025 estimates across four key industries in San Diego.

Here’s a snapshot of how much SMBs are paying for Yelp advertising in San Diego.

Industry	CPM	CPC	CPL
HVAC	$10 to $20	$5 to $15	$50 to $150
Legal	$15 to $30	$10 to $25	$100 to $300
MedSpa	$12 to $25	$8 to $20	$80 to $200
Auto	$8 to $18	$4 to $12	$40 to $120

Why Yelp CPMs Vary So Wildly

So, why do the estimated cost per thousands of impressions (CPMs) swing so drastically, from $8 to $30 depending on the industry?

The numbers aren’t there by accident. In fact, there’s a method to the madness, and it’s all about how your business fits into the wild, wild West that’s Yelp’s ad platform.

Here are some of the reasons behind why estimated CPMs are all over the place:

Category Competition: Fierce industries like Legal ($15 to $30 CPM) and HVAC ($10–$20) face intense bidding, spiking costs. Meanwhile, there’s less jostling in the auto scene ($8 to $18), so CPMs are lower.
Review Volume: More reviews boost visibility, raising CPMs. A MedSpa with five-star reviews might hit $25, but one with fewer reviews means cheaper impressions.
Geography: San Diego’s competitive market drives up CPMs. As a result, legal ads here are higher than in small towns due to high local demand.
Ad Quality: High-quality ads with sharp photos and strong text (like MedSpas) push CPMs to $12 to $25.

What do these wide numbers mean for you?

They tell you that there’s more to the costs of Yelp advertising besides what a Yelp rep quotes you. The next time you deal with one, ask about how your industry, location, and ad setup might drive your costs up or down.

And once you’ve done that, you’ll also want to get clearer on what you need to change for maximum Yelp advertising ROI.

The Break-Even Calculator

Yes, you’ve got to spend money to make money when it comes to Yelp advertising in San Diego, but how much do YOU need to spend before you’re just throwing money down I-5?

Fortunately, you don’t need to be a finance or math wiz to figure out the answer.

All you need to do is use our Break-Even formula.

The Formula

These are the numbers you’ll need to plug in to determine whether you’re spending wisely or funding someone’s Los Cabos getaway:

Average Ticket × Margin × Close Rate = Break-Even Ad Spend

The average ticket is the typical revenue from one job. For example, if you’re running a plumbing business, you might rake in $500 per service call — that’s the ticket.

Margins tell you what you make after costs. So, think of what you take home after you factor in overhead and the tax man.

Finally, the close rate is the percentage of leads that turn into paying customers.

How the Formula Works

For clarity, let’s hash all this out using an example:

Let’s say your average ticket is $500, margin is 30% ($150), and close rate is 25%.

You need 1 job to break even on $150 ÷ 0.25 = $600 ad spend. So, if you spend less than $600 to get that job, you’re in the green.

Case Snapshot: One of Our Plumbing Clients

Let’s talk about a real San Diego plumbing client of ours, PIC Plumbing, who teamed up with J&S Digital to crush it with Yelp ads.

These folks were in the red with pricey Google ads and shrinking leads. The deficit left the company twiddling thumbs instead of fixing pipes.

So we swooped in with a targeted Yelp campaign, and the results after 90 days (April to June 2022) were straight out of a classic underdog story:

Before our Yelp service, PIC’s leads were drying up, with only 116 total leads and a hefty $20.69 cost per lead (CPL). Calls (26) and messages (80) weren’t cutting it, and revenue was stuck.

But after 90 Days, leads jumped 30% to 151 — even at $400 a month on the budget.

CPL dropped 23% to $15.89. Calls rose 19% to 31, and messages soared 26% to 101. That’s more jobs, more revenue, and an 8x ROI that had their team busier than a beachfront taco stand.

PIC Plumbing’s example is proof that with the right Yelp help, any San Diego SMB can slash ad spending.

Yelp Ads vs. Google PPC vs. Local SEO

How To Negotiate Better Rates

If you’re advertising on Yelp, get yourself a fair deal by doing the following:

Get Upfront Ad Credits: Push for $100–$300 credits to cut first-month costs.
Commit Longer: By longer, we mean for six to 12 months. A long-term commitment can help reduce your monthly rates and get you promotional ad credits.
Spend Based on Season: Adjust your Yelp spending based on the season. For instance, double down during holidays, but spend enough just to stay visible during off seasons.

Don’t Yelp the Yelp Spending

Now, you’ve got the scoop on the real cost of advertising on Yelp. All you need to do is put that knowledge into action and negotiate for better rates. Do this, and your dollars will start working for you.

But, of course, your advertising can’t live on Yelp alone.

Do you need a channel-mix plan? Book a quick call today!

FAQs

Is Yelp worth it for B2B?

Yelp shines for consumer-facing businesses like HVAC or Med Spas, not B2B. Is your legal firm chasing corporate clients? Skip Yelp and try LinkedIn instead.