Lead services eat your margins. Here's how to generate your own leads.
The Lead Generation Hierarchy
From best to worst: Referrals (highest close rate), Organic search (they found you), Your ads (you control the message), Lead services (shared, price-shopped). Focus from the top down.
Referrals: Your Best Source
Make referrals active, not passive. Ask every happy customer directly. Create a simple program (give $50, get $50). Send thank-you cards. Stay in touch with past customers.
Local SEO: Free Leads Forever
Invest in Google Business Profile, reviews, website ranking, and citations. Takes time but delivers leads without ongoing ad spend.
Google Ads: Fast Leads
Target service + city keywords. Use call-only ads for emergencies. Start small and scale what works.
Old School Still Works
Yard signs at every job. Vehicle wraps. Door hangers for neighbors. Partnerships with realtors and property managers.
Track Everything
Know where leads come from. Ask every caller. Double down on what works.