Gravel roads work better, the wheels need to skid to activate the abs. Once you feel the pump cycle a few times you'll need to go thru and re bleed the wheels and repeat until the pedal is satisfactory. How many times that requires depends on how much air you introduce into the abs, if you keep the brake lines above full and properly bench bleed the master it shouldn't be bad. On the other hand if you open the lines up at the calipers and let the lines drain overnight your gonna have a real time of it...
100 bucks is probably about par, figure a minimum of an hour's labor plus supplies. Gotta make money to keep the lights on.