Insulation contractors on Google: the 2026 benchmark report
Review counts, ratings, website presence and hours for 10,103 insulation contractors, computed from public Google listings in 51 states.
Reviews
| Review count | Value |
|---|---|
| Median | 5 |
| Average (mean) | 24.8 |
| 25th percentile | 1 |
| 75th percentile | 20 |
| 90th percentile | 50 |
Share of insulation companies by review count:
| Bucket | Share of listings |
|---|---|
| 0 reviews | 21.2% |
| Under 10 | 61.1% |
| Under 25 | 79.3% |
| 100 or more | 4.9% |
| 500 or more | 0.5% |
Ratings
| Metric | Value |
|---|---|
| Average rating | 4.62 |
| Rated 5.0 | 53.8% |
| Rated 4.5 or higher | 77.5% |
| Rated under 4.0 | 11.6% |
| No rating yet | 18.9% |
Websites
| Website status | Share |
|---|---|
| Website listed | 69.8% |
| No website listed | 30.2% |
| Own domain | 68.7% |
| Social profile only | 0.8% |
| Free or DIY builder | 0.3% |
Median review count for insulation companies with a website: 10. Without one: 1.
Profile completeness and hours
| Profile field | Share |
|---|---|
| Has a profile photo | 93.7% |
| Public email on profile | 16% |
| Open 24 hours | 6.7% |
| Open Saturday | 27.6% |
| Open Sunday | 17.5% |
| No hours listed | 38% |
Where the listings are
| State | Listings |
|---|---|
| TX | 793 |
| CA | 704 |
| FL | 456 |
| NY | 296 |
| NC | 258 |
| MI | 246 |
| GA | 244 |
| OH | 237 |
| MN | 232 |
| IL | 210 |
| WI | 208 |
| MA | 206 |
Primary categories
| Google category | Listings |
|---|---|
| Insulation contractor | 10,103 |
Read the median first
Half of all insulation contractors on Google have 5 reviews or fewer. That is the number to keep in mind when a salesperson tells you that you need 300. The 75th percentile is 20 and the 90th is 50. In other words, a company with 50 reviews is ahead of nine out of ten insulation contractors in the country. Only 4.9% have crossed 100 and 0.5% have crossed 500.
The mean is 24.8, well above the median, which tells you the distribution has a long tail. A small number of large companies, mostly in big metros and often doing HVAC or roofing alongside insulation, hold a large share of all the reviews. Everyone else is bunched near the bottom: 61.1% have fewer than 10 and 21.2% have none at all.
For an owner that is good news. The gap between "nothing" and "top quarter" is about 20 reviews. At one review for every two jobs, a two-crew company closes that gap in a single busy season.
Ratings are high, so they do not separate you
The average rating across rated listings is 4.6 stars. 53.8% sit at a perfect 5.0, mostly because they have a handful of reviews, and 77.5% are at 4.5 or better. 11.6% are under 4 stars. 18.9% have no rating at all because they have no reviews.
So a 4.8 does not make you stand out. It makes you normal. What separates two 4.8 companies in a map pack is the count, the recency of the last review, and whether the reviews mention the specific job the searcher wants: "spray foam in the crawl space", "attic top-off before winter". That is a reason to ask customers to name the job when they write.
The website gap
69.8% of insulation contractors list a website and 30.2% do not. The companies with a website have a median of 10 reviews. The companies without have a median of 1.
The website does not create the reviews. Both come from the same thing: an owner who treats the company as a company rather than a truck with a phone. But the gap is a useful signal. If you are on the no-website side of it, the homeowner comparing three quotes will see two companies with sites and rebate explanations, and one with a phone number. For a $4,000 attic job or a $12,000 foam retrofit, that one usually loses.
Profiles are mostly half finished
93.7% of listings have at least one photo, which sounds fine until you look at what the photo is. Often it is a logo or a truck. Before-and-after attic photos and thermal images are rare and they are what convinces.
38% of listings show no hours. 27.6% show Saturday hours and 17.5% show Sunday. Only 6.7% claim 24-hour availability, which is honest; insulation is not an emergency trade and nobody should pretend otherwise. But the homeowner calling at 9 a.m. on a Saturday in October will favor the profile that says open.
16% show a public email. That matters more for insulation than for emergency trades, because a share of estimate requests come from property managers, builders and energy auditors who prefer email to phone.
What to do with this
- Find your own numbers. Look up your listing, write down review count, rating, date of the last review, and whether hours, services and website are filled in. Compare against the median and the 90th percentile above.
- Set a review target in jobs, not months. If the top tenth in your metro has 50, and you do 25 jobs a month, one review per two jobs gets you there inside a season. Use the script in the reviews guide.
- Fill in hours and services this week. Add Saturday hours if you quote on Saturdays. List every service: blown-in attic, spray foam, batt, air sealing, crawl space encapsulation, insulation removal, radiant barrier. The profile guide has the full checklist.
- Upload ten job photos, not truck photos. Attic before and after, foam being applied, a thermal camera shot, the rebate paperwork on a kitchen counter.
- If you have no website, get a plain five-page one up before the next peak. Home, services, rebates, reviews, contact with tap-to-call. The website guide lists what matters.
- Fix answering before you spend on ads. Put your numbers in the calculator. Most companies find the missed-call leak larger than any ad budget they were considering.
Method
This report aggregates 10,103 public Google Business Profile listings collected from Google Maps searches for insulation companies across every US state, deduplicated by place. Review counts and ratings are as displayed on the listing at collection time. "Website listed" means the profile links to any URL; we classify the URL as an owned domain, a social profile, or a free site builder by hostname. Figures are refreshed monthly. Cite this page as: Insulation Owners Edge, "Insulation companies on Google benchmark report", 2026.
Steven has spent the last several years running growth campaigns for local service businesses, insulation companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor