Google Ads for Contractors and Home Service Businesses

Google Ads for Contractors and Home Service Businesses

To turn potential customers into leads, you need to be found when people are searching for services like yours.

That’s where Google Ads for contractors and home service businesses come in.

Google Ads is the most popular pay-per-click (PPC) advertising platform that allows you to reach people who are actively searching for products and services like yours, whether they’re searching on Google Search or Maps, or browsing websites that partner with Google.

They are a great way to get displayed on the first page of Google, bring more traffic to your website, and get leads.

If you are a plumber who serves customers in your city and surrounding areas, wouldn’t you want your ad to pop up when people type in “plumber near me”?

That’s exactly what Google Ads can help you do — show your ads to people searching for your services in your area.

Whether you’re new to Google Ads or an experienced user, setting up an advertising campaign is an important step for getting your business in front of the right people.

That being said, Google Ads campaigns can be tricky — especially if you have never done it before. Also, when you’re competing with bigger companies with larger budgets, it can feel like an uphill battle.

This is where The Contractor Brotherhood comes in.

We’re going to show you how to properly set up a Google Ads campaign that targets local customers who are looking for your construction services.

In this guide we’ll cover how to:

Create an account with Google Ads

Choose the right keywords for your business

Select your campaign type and goal

Create an ad group with keywords and extensions

Choose a location to target

Set your budget and bid strategy

Optimize your ads

*** Google Ads is a complex beast, and it can be intimidating to get started.

If you are too busy or do not have the expertise and need us to set up and manage your advertising campaign, we can handle that for your company.

Please call us at 619-333-5422 or contact us online at this link.


Signing up for a Google Ads account is free.

All you need to do is provide some basic information and create an account username and password.

To get started, you’ll need to create or sign in to your Google Ads account.

You can do this by going to and sign in with your Gmail address or create a new account.

Then just follow the on-screen instructions to creating your ads and finish setting up your account.


You will have four options to choose from:

Get more calls, Get more website sales or sign-ups, Get more visits to your physical location, and Get more brand awareness with video views.

For most contractors and home service businesses, you will want to choose “Get more calls.”


Once your account is created, you’ll be asked to provide some basic information about your business or organization, including your  business name, phone number, website address (URL), and primary business category.

If you have a shop or showroom, make sure that you enter the correct address so that customers can find you — this info will be shared in your ad.

If you do not have a place where customers can visit, choose the option your business serves customers in their homes and add your home address as your office when Google asks for your company’s address. It will only be used for verification purposes and will not be displayed on your profile.

Then choose your country and timezone, and then click continue.


The next step is to create your ad with the titles and descriptions that you would like to use. Google will auto-populate your online form with all the ad copy from content found on your website.

Google does a great job at doing this, but you will definitely want to edit and add some of your own titles and descriptions as well.


The next page will ask you to add keywords that apply to your business.

Keywords are the building blocks of your campaigns.

They tell Google when to show your ad, which means they play a huge role in determining how effective your campaign is going to be.

A Google Ads keyword list for contractors is a collection of words and phrases that you create based on the terms you think people might use to search for your ads.

A keyword list is an organized collection of keywords that are relevant to your business and which search terms you should use on your website for SEO content and in your ads.

It is simply a master list of words and phrases closely related to what your business does.

Match keywords to search intent

The first rule when setting up a Google Ads campaign is to match keywords to search intent.

There are three main categories of keywords:

Informational keywords: terms that people use to find information about a particular subject (for example “how to fix a leaky faucet”).

Transactional keywords: phrases that people use when they are ready to buy something (for example, “plumber in Los Angeles”).

Navigational keywords: words people type in when searching for a specific website (for example, “Home Depot”).

For example, a keyword list could comprise of single-word keywords, such as “remodel” or “remodeling”, or it could be made up of more complex keyword phrases that show transactional intent like “kitchen remodel contractor” or “kitchen remodel company near me.”

If you own an HVAC company or Roofing business, for example, transactional intent keywords you might use are “HVAC contractor near me” or “roofing company near me.”

As an advertiser on Google, you can use your keyword list in various ways, including choosing keywords for an ad group or text ads, and targeting your ad to specific websites on the Display Network.

To create a new keyword list, click the + button , then select New keyword list.

To add keywords to an existing list, click the name of the list under Keywords in the page menu on the left, then click Add keywords.

You can create a keyword list from scratch or from existing keywords using various free and paid online tools like – Google Keyword Planner, Ubersuggest, Ahrefs or SEMRush – there are many of them out there (I recommend Google Ad Keyword Tool).

Make a master list of keywords for your business and services in a spreadsheet.

Divide all the keywords into categories based on their intent (informational or transactional) and your products/services (cities/models).


Google Ads gives advertisers the ability to target their ads to specific geographic locations. This is called location targeting.

You can target your ad to specific countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographic data.

Targeted areas and radius targeting can be used together to boost your local reach, but it’s important to understand the differences between the two.

Radius targeting enables you to target a circular area around a central point that you specify by entering an address or place name.

You can set the radius to as little as .5 miles/kilometers from the central point and up to 1000 miles/kilometers.

Targeting an area is similar, except that instead of specifying a specific address, you choose a type of area such as a postcode, town or city and then enter the name of that area.

Google will automatically estimate the size of the area based on its internal data.

You’ll now be asked to choose a location for your ad campaign (where people will see it).

You can target this by:

Country, city, state, county, province, postal code or area code

Physical address (radius or polygon)

You can even show ads at specific times of day based on your customer’s time zone.

However, if you want to reach a large audience — say, the entire San Diego area — the best way to do it is with an area-based location.

You can choose locations by city or state or even specify how far from your location people must be before they see your ad. For example, you might only want to target people within 5-20 miles of your office or address.

To target customers near your business location, choose ‘Search Network with Display Select’ in step three of the campaign setup wizard.

You can enter your areas and then click Continue.


Google Ads operates on a pay-per-click (PPC) or cost per click (CPC) basis, which means that you only pay if someone clicks on your ads.

You have complete control over your budget, which is how much you’re willing to spend each day and month on your ad campaigns.

For example, if you pay $15 for a click, and the person who clicks your ad decides to buy from you, the cost of that click won’t affect how much you receive from the sale. You only pay when your ad is clicked.

You need to know how much you can afford to pay per click and how much the leads are worth to you. The CPC also depends on the niche that you target.

For CPC bidding campaigns, you set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that you’re willing to pay for a click on your ad (unless you’re setting bid adjustments, or using Enhanced CPC).

Your max. CPC is the most you will be charged for a click, but you’ll typically be charged less – sometimes much less.

Your actual CPC is based on the competition for a particular keyword in an auction. In addition to determining ad position, your actual CPC also determines how much of the total advertising revenue Google earns from clicks on an ad goes to the advertiser and how much goes to its partner site publishers.


For contractors, it is recommended that companies spend between 5% and 15% of their total revenue on advertising costs.

So, if your company makes $1 million per year, you should plan to spend $50,000 to $150,000 per year on advertising.

To see results, depending on your niche, most contractors will need to set it to at least $50 – $500 or more per day in ad spend.


The next step is to review your ad information to check for mistakes.


Enter the credit car that you will pay for your ads. You will be billed when your account hits a certain threshold on ad spend and is usually every week.


Once you have gone through steps 1-8, your Google ads account will be set up but it will not be fully optimized.

There are several settings that you should really dial in to make your ads perform the best.

Below I will list the various settings that you can adjust and tweak for better performance.


If you want to run a successful Google Ads campaign, you need to be constantly monitoring performance metrics and making adjustments. If you don’t, your advertising efforts will fall flat and you’ll end up wasting time and money.

This is why you need to perform Google Ad account optimization on a continual basis to have success.

Optimizing your Google Ads account means adjusting your campaigns, ad groups, keywords and ads so they’re performing at the best possible level.

Optimizing your Google Ads account can be a complicated process. If you have an account already, you may find that your ads aren’t performing as well as you’d like them to.

Or perhaps you’re just getting started with Google Ads and want to ensure that your campaign is set up correctly from the outset.

The first step in optimizing your Google Ads Campaigns is to take a look at the data you have available.

Google Ads has a lot of data that it keeps track of, and most of it is very useful in understanding how your ads are performing.

To view this data, click on the “Keywords” tab in your Google Ads account. Look at the columns labeled as Negative Keywords, Search Terms, CTR, Avg CPC, Conv Rate, and Cost / Conv.

These are all numbers that will help you see how well your ads are doing for you.

Whatever your situation, you will need to optimize your Google Ads campaigns to get the best ROI. Here are the details of each optimization technique.


You want to make sure you don’t pay for clicks that aren’t relevant to your business. You can do that by using a combination of negative keywords and positive keywords.

Negative keywords are one of the easiest ways to improve your PPC campaigns.

Negative keywords block your ads from showing up when someone searches for those words or phrases, while positive keywords help trigger your ad when people use them in their search.

To make sure your ads appear on relevant searches, you can use keyword lists in combination with negative keyword lists containing terms that are not relevant to your business or products.

You can add negative keywords at either the campaign or ad group level. The scope of a negative keyword depends on where it’s added:

Campaign-level: Prevents your ads from showing when someone’s search includes that term. Your ad won’t show even if the term is included in an individual ad group’s positive keyword list.

Ad group-level: Blocks your ads from showing for specific searches within an ad group.

You can add campaign-level and ad group-level negatives to the same item, but keep in mind that campaign-level negatives take precedence over ad group-level negatives when there is overlap between the lists

How to add negative keywords to a campaign or ad group:

Sign in to your Google Ads account.

Click Campaigns, Ad groups.

Choose the campaign or ad group you want to add negative keywords to.

Click the Keywords tab.

Click on the Keywords subtab.

Click the pencil icon and select Negative keywords from the drop-down menu.

Check the box next to Negative match to add a keyword as a negative exact match keyword. If you don’t check this box, the keyword will be added as a negative phrase match keyword by default.

Enter your negative keyword into the box and click Save.


There are two main types of Google Ads campaigns: Search campaigns and Display campaigns.

The campaign types currently available to businesses are:



Website traffic

Product and brand consideration (brand awareness and reach)

Product and brand consideration (store visits)

The campaign type you pick determines the ad formats you can use, the settings you can select and where your ads will appear.

For most contractors and home service businesses, you will want to use a search campaign targeted at getting leads.

Click the Campaigns tab, and then click + New campaign and give a name to your campaign (e.g., “Plumbing Leads” or “Roofing Leads”).

You can do this all yourself or use Google’s Ads Express, which offers fast and easy setup.

When you are planning your first campaign, I recommend that you start with a search campaign and you do this manually.

You will also have the option to choose Pay for clicks (CPC), Pay For Calls, Pay for conversions (CPA) etc.

Click-to-call campaign:

This campaign is best for businesses that generate most of their revenue from phone calls.

For example, an emergency plumber, water damage or restoration company might prefer to have people call them rather than fill out a form for a quote.

The advantage of click-to-call campaigns is that you can measure your return on investment (ROI) directly from calls on your ads.

For home builders, roofers or remodelers, etc., this may not work because people will want to research other companies or learn more about your company before they call you to spend tens of thousands or even hundreds of thousands of dollars.

Meaning, you should not expect every click to result in a call or lead.

Therefor, a search campaign targeted at getting leads and using pay for click along with retargeting is most likely the best method.


Select a specific language like English or All languages from the Languages section (or select the language that best represents your audience). For example, if your default interface language is English, you can still run campaigns in French, German and other languages.

When setting up your campaigns, you’ll be asked for a primary language. This is the language that most of your keywords use.

If you are in the US and deal primarily with homeowners, English will be the best language to target.


Google Ads gives advertisers the ability to target their ads to specific geographic locations. This is called location targeting.

You can target your ad to specific countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographic data.

Targeted areas and radius targeting can be used together to boost your local reach, but it’s important to understand the differences between the two.

Radius targeting enables you to target a circular area around a central point that you specify by entering an address or place name.

You can set the radius to as little as .5 miles/kilometers from the central point and up to 1000 miles/kilometers.

Targeting an area is similar, except that instead of specifying a specific address, you choose a type of area such as a postcode, town or city and then enter the name of that area.

Google will automatically estimate the size of the area based on its internal data.

You’ll now be asked to choose a location for your ad campaign (where people will see it).

You can target by:

Country, city, state, county, province, postal code or area code

Physical address (radius or polygon)

You can even show ads at specific times of day based on your customer’s time zone.

However, if you want to reach a large audience — say, the entire San Diego area — the best way to do it is with an area-based location.

You can choose locations by city or state or even specify how far from your location people must be before they see your ad. For example, you might only want to target people within 5-20 miles of your office or address.

To target customers near your business location, choose ‘Search Network with Display Select’ in step three of the campaign setup wizard.

You can enter your areas and then click Continue.


Under Location options, select either People in my targeted locations (recommended) or People in or regularly searching for my targeted location (NOT recommended).

If you predominantly serve homeowners, you will want to target people who are in your targeted location.

When you select the “People in my targeted locations (recommended)” option, your ads will run on Google Search and Display Network properties only in the locations that you specify.

Your ads won’t appear to people searching for information about your business from outside of your target areas, but you could still get calls and visits from people who live near your business location.


Demographic targeting is an important part of Google Ads. It enables you to reach people who are more likely to be interested in your products and services. Over time, demographic targeting can help improve your ad performance.

In order for us to make sure that your ads are only being shown to the most likely people to call you, we need to know things like your ideal age range, gender and they type of people who are calling you.

These options can make it easier for you to show your ads to the right customers.


You can also use tools like Ad scheduling, ad delivery method settings, bid adjustments, and device targeting to help control costs.

That way you can set a monthly limit on your ad spend and never go over it. Plus, you can pause or adjust your ad spend at any time.

Your ad can appear in the top or bottom of the search results page when people search for terms related to your keywords.

Google Ads offers a few default strategies that allow advertisers to optimize their bids automatically:

Target Cost Per Acquisition (CPA) – With this strategy, you set the average amount that you want to spend for each conversion. Google will take care of bidding for you by adjusting the bid amount accordingly.


As well as the keywords themselves, we can also set other properties for each keyword, such as its match type and bid amount.

The match type tells Google how strictly to match a search query to our keyword. For example, we could set the match type to ‘broad’ or ‘exact’ to indicate whether we want our ad to show for related or exact searches.

The bid amount is the maximum amount that we’re willing to pay when someone clicks on one of our ads. As well as setting bid amounts at the keyword level, we can also set bid amounts at the ad group level and the campaign level.


When a customer completes an action that you’ve defined as valuable to your business, that’s called a conversion. You can use conversion tracking to measure how well your ad campaign is doing at achieving your business goals.

With conversion tracking, you can see how effectively your ad leads to valuable customer activity, such as website purchases or calls to your business.

There are four different types of conversions that can be created using Google Ads: Website, App, Phone Call, and Import.

For contractors, the two best options are:

Phone calls: If you want to track how many phone calls were generated from your ads, this is the best option. You will need a phone number on your website that is different than the one that shows up in your ads.

This way, you can track how many people call from clicking on your ad versus calling from searching for your business name directly.

Website actions: If you want to track sales or other actions taken on your website, this is where you set that up. You will need access to your website’s code.

This is not something you can do within Google Ads itself; it has to be done through your website developer.

When you set up conversion tracking, a snippet of code called the global site tag will be installed on every page on your website.

Once installed, the tag gives Google Ads access to data about the actions people take when they visit specific pages on your site.

Log in to your Google Ads account, and navigate to Tools > Conversions from the menu on the left side of your screen. From there, click on plus (+) button and select “Conversions”


The Contractor Brotherhood offers Google Ads management with a dedicated team that specializes in Google Ads.

Our experts will analyze your current site and provide recommendations on how to improve your user engagement.

We optimize your Google ads and website landing pages specifically for mobile devices so that customers can make purchases, convert, and learn more about your business wherever they are.

With a dedicated team focused on Google Ads and landing page design, our Google Ads management agency provides the professional services your business needs to succeed.

Please call us at 619-333-5422 or contact us online at this link.

How to Get Free Leads for Your Contractor or Home Service Business

How to Get Free Leads for Your Contractor or Home Service Business

In order for any contractor to grow their company, and be successful, you need a steady stream of leads to obtain new business. They are the lifeblood that will help sustain your company over the long haul.

Many contractors are searching for methods to generate free leads. In this article, I’m going to show you how contractors can generate leads from various methods on a consistent basis.

The methods that I’m going to show you are simple and somewhat easy to implement. But they require time and effort, and with each step completed, you will reap the rewards of the next step. The key is to take action and persevere.

There are many ways to find leads, but the key is to follow a strategy and stay consistent with it. Once you find some marketing strategies that work well for your company, double down on them and measure your results.

But remember that if you want to be successful in your local market, marketing and lead generation are activities in your business that should continue indefinitely.

Set a goal to obtain about three to five new prospects a week, using the following steps:


A great way to get free leads for your contracting or home service business is through referrals from friends, family, and other contacts you already have. If you want more clients, the best thing to do is to simply ask for them, and then be sure to follow up after the initial key contact is made.

If you have a referral program in place, the customers you come in contact with will be more likely to know someone who might need your services, so they’ll feel compelled to refer you. That is why you should create a program today that you find tune and continue for as long as you own your business.

But, don’t just text or call somebody and ask for referrals. Be strategic about it.

When you want to ask somebody for referrals, it’s best to do it in person. Face-to-face contact is much more powerful than just a phone call or text message. But if you can’t market face-to face, a phone call is better than a text, and a personal letter also trumps texting.

Ask your Facebook or social media followers or subscribers if they know anyone who needs your services. See if they know anyone who needs a new roof, remodel, siding, windows, carpet, etc.

Offer free estimates for anyone who needs it.

One technique that works particularly well is to ask your customers to refer you to certain prospects, and you’ll give them a discount or credit of up to $100-$500 if they refer your company. If you ask them to refer their friends, the chances are they will recommend you to people they know and trust.

The best way to put this on auto-pilot is to send them to a page on your website that has a referral form, or simply ask them how they found you and what you can do to make their experience better.


Referrals are the ultimate compliment from a customer, so ask your existing happy customers if they know anyone who needs your services.

It is a bit easier to get a new customer when you have existing customers, because they are more likely to trust you and give you a chance.

One of the best ways to get referrals from past clients is to ALWAYS provide great service to your customers, and then ask them if they know anyone who would be interested in your services. In fact, you could ask them to refer you to someone, and you’ll give them a discount or offer some cash for the referral.

If you don’t offer them a discount, you can always ask for a testimonial from them and direct them to your Google My Business reviews page and then put it on your website. If you can get a video testimonial, all the better!

This is not something you do once and forget about it. Your past clients should be on an email marketing list that you send biweekly or weekly with helpful tips and ideas to make their lives easier.

When they know someone or if they need your services again in the future and you have been emailing them consistently, they will most likely contact your company for help.


Networking in your local community is another great method to get free leads. Talk to as many people as you can and let them know what you do. If you find a warm lead, make sure to ask for a phone number, so that you can follow up with them later.

Search for associations and organizations for each of your target industries and professions in the regional phone book or on the Internet.

Go to your local hardware store, gas station, grocery store, home improvement center, etc; and give out your card. Be sure to keep your business cards neat and clean at all times.

Hand it to everyone you meet.

Lay it next to a cash register, or in the talk-to-a-sales-person-about-product area. Even if you do not sell anything to the person, they will remember your face and the fact that you were there.

Just make sure your contact information is on both sides of the business card since you may get a customer who wants to call you directly.

The key to successful networking is consistency. Do not give up.

Even if you get shot down fifteen times, keep trying. You never know when that sixteenth person will be the one you have been waiting for.


You really should have a company website if you want to generate free leads online.

Your website is your business’s first impression with potential customers. A great contractor website design, SEO (search engine optimization), and a customer-centric content strategy are all essential to stand out to potential customers, beat your competition and win the local market.

You can have a basic site that is just static pages and not include the ability to accept leads. But, you need a site that has some information about your company, services and how to reach you.

The minimum requirement for ranking on the search engines is to have a site with about two pages. But you will have a tough time beating your competitors if they have many more pages and offer more informative content for your niche.

That is why I suggest you engage in content marketing and SEO (search engine optimization), which I will discuss below.


One of the first steps in marketing your contracting or home service website online is setting up your Google My Business (GMB) listing. It is often the first place customers are searching in your local market for services and it is an essential part of your digital presence.

The world is becoming an increasingly digital place and nearly every human being is using the internet to search for a business close to them or within a specific service area. Statistics show 97% of all internet users are using Google to search for a local business and 54% are doing this at least once a month.

Getting free leads from Google has the added benefit that you’ll also get higher rankings in Google’s search results because your business will be listed in their Local Business Center.

And, if you take the time to create a strong Google My Business account, you’ll find that you’ll get more people visiting your website. You’ll get better rankings in Google search results.

It’s free to sign up for Google My Business listing. You can sign up for here.

SEO (Search Engine Optimization)

The term SEO is short for “search engine optimization.” It is the process of making various improvements to your website in order to increase its visibility in search engines like Google when people search for your services.

It’s no secret that consumers are becoming more reliant on the internet to research and find contractors online. Recent statistics have proven that 97% of internet users search online to find a local service business.

If you do not have an online presence or your website is not on the first page of Google, you are missing out on a lot of new potential business.

That is why SEO needs to be a big part of your marketing strategy.

SEO will help increase your website visibility in search engines by improving its on-page and off-page factors for better ranking. An example of on page factors is adding great content to your website pages and creating helpful content around the services you offer.

Google loves this and will most likely reward you for your efforts with better website rankings.

That’s because search engines are constantly crawling the web and adding new pages to their indexes, which means that information about those pages is often out of date, or insufficient to meet their quality guidelines.

The reason is simple: there’s a lot of competition out there!

As businesses grow, so do sales and profits, and more and more entrepreneurs enter the marketplace. The market gets more crowded and competitive, and the way to stand out from the crowd is to improve your search engine rankings by optimizing your site for search engines.

SEO is the key to your site appearing higher in search results. And with more visible websites, you have more customers!

One of the main methods for improving your website SEO is through content marketing, which I will discuss now.


Content marketing is a simple but powerful lead generation tactic that involves creating and sharing valuable, informative content with your target audience.

Content marketing for contractors is a technique that you employ to establish awareness and authority for the services you offer. It draws in and retains audiences by sharing relevant articles, videos, podcasts, and other types of media.

This approach is extremely useful for making your company top of mind when it comes to when people will need your services.

Through content marketing, you can also establish a personal connection with your audience. You want to break through the noise and create long-term relationships based on trust. If you can do this, it will be much easier to generate sales leads, increase sales, and improve your bottom line.

In a nutshell, your content should inform, educate, and inspire. If people can get value from your content, then they will be more likely to follow you on social media, visit your website, and become paying customers.

It’s not like every contractor is using content marketing. Even among those that do, the quality of their content depends on the company. However, if you do it right and on a consistent basis, it’s a proven way to market construction services.

When you’re successful with content marketing, you will help your website SEO and become a trusted local resource. It’s the perfect combination of education, marketing, and sales.


Finding new clients means working with people, so how you engage with them is key. If you’re comfortable talking over the phone, consider making calls to reach new clients in your area, especially if you build relationships this way. Before you start telephone prospecting, you need to prepare a target list.

This means that you need to research and develop a targeted list of people and businesses in your area who you believe will be interested in your services. This can take some time, but it’s necessary to ensure your success.

For example, if you are a painter or electrical contractor, you can go on Yelp and make a list of local general contractors who have a lot of great reviews that are current so you know they are busy. Many of them will have multiple jobs they are working on where they may be short-handed or they do not have a full-time painter or electrician on staff.

Once you have a list of people and general contractors that might be interested in your services, call them and tell them about what you do and how you can help them.

If your a contractor who is busy and does not have time to personally do lead generation by telephone, then it can be done for you.

It is a turnkey service that not only has agents calling on your behalf, but also call tracking and call reports. The best part is that these services can be outsourced for a very low cost.


You can get free leads for your business by creating a Facebook group. It’s not just a lead generation spot. It’s a place where you’re going to network.

A Facebook group that is structured in an engaging manner can be a powerful tool. These groups don’t just generate sales; they also create genuine communities.

For contractors and home service businesses, your group should not solely be about your company or even your services. You should create a group that solves a problem or helps your target audience.

For example, if you are a home remodeling contractor in Los Angeles, you can create a Facebook Group called “Los Angeles’s Best Interior Designs” or ” Home Makeovers in Los Angeles.”

You can invite people to the group by asking friends, past clients, advertising or through existing Facebook groups. Simply make it clear why they should come to the group and what they can expect to receive.

Post helpful content and before and after pictures on Facebook to your group (and be sure to include links to relevant content on your website).

By doing so, you’re going to connect with people in your local community who are looking for ideas and to remodel their homes. You’re going to build relationships with people and help each other.

When people take time to help each other out, they’re not just being productive — they’re making a difference and being kind.

That will will build trust and help brand your business. It will also drive traffic to your website, and make sales.


To continue to get free leads and have a great follow-up campaign with your past clients, you have to have a first-class email marketing strategy.

Email marketing is a channel that every successful business needs to use in some capacity. It’s one of the most affordable ways to push your offer to your target audience.

It’s relatively easy to set up, which means you can test different approaches and keep what’s working.

This is the only channel for lead generation that allows you to be very granular with your marketing and to be in constant touch without being too pushy.

Having a great follow-up email marketing campaign with your past clients is a great way to keep your business and name in front of them.

Make sure you are telling your clients about specials and new products or services you provide. Also, be sure to provide your clients with amazing content and make sure it is blog-worthy.

You can use free email marketing software, such as AWeber, MailChimp, or Mailer Lite, to send out your email campaigns. These software companies have tremendous resources, tutorials, and free guides to get you started.

If you do it correctly, email marketing can give you a significant return on your invested capital. (ROI)


YouTube is a great tool for generating leads for contractors. It is the second largest search engine in the world, with Google being the first. YouTube is also the third most visited website in the world, behind only Google and Facebook.

Video marketing is already an essential tool for most businesses and it will become an ever more important place for businesses to be in the future.

By setting up a YouTube channel, you will be able to show your services and company to a wider audience and generate leads and sales.

It’s a simple matter of creating a YouTube channel, adding your video content, and promoting it through social media. There are a number of ways to use YouTube for lead generation, but one of the best methods is to create a YouTube channel targeted at your ideal customers.

This will help you brand your business and guide more traffic to your website or landing pages.

The content on YouTube is also ranked highly by search engines and therefore has the potential to be found by a great number of people. In order to get the most out of YouTube, it is important to optimize your videos for search engines (video SEO) and get the most exposure for your business.

Using YouTube in combination with the other marketing tactics mentioned here, marketing automation and lead nurturing can help you create a powerful lead generation strategy for your business.


Some of the other ways contractors generate free leads are with car and truck signs or wraps. It will help to generate the attention you want and most likely bring in the leads you need that you can build upon for your business.

Car and truck wraps are one of the most effective methods of advertising available because they are highly visible, affordable and can be effective at reaching the right audience.

The difference between normal vehicle signs or decals and truck wraps is that wraps can be seen for miles, which is great for a company that is looking to promote their business. If a person is traveling on the highway and sees your company wrap, then chances are that they are going to pay attention.

In fact, you might be surprised at just how many people see your advertisement and contact your company.

A truck or car wrap is a type of vehicle advertisement where a vehicle is wrapped in a vinyl material that can be printed with a company’s advertisement. The vinyl material is created with a special paint mixture that readily conforms to the smooth and contoured surface of any vehicle.

Designing eye-catching graphics that grab attention both on and off the road, our marketing is comprehensive and effective. Well-designed truck and car wraps that are in a high traffic area will generate interest and leads.

These wraps will work nine to five, Monday to Friday, with your name and number in plain sight.

You need to make sure that you choose the right company that offers the best quality of work when it comes to this type of service. It will help to generate the attention you want and most likely bring in the leads you need that you can build upon for your business.


Once you land a lead, you must manage the lead or it will disappear and you will get no business from it. This is where lead nurturing and what is called a “sales funnel” comes into play.

Most of the leads you get from your marketing efforts need to be nurtured in your sales funnel along the way to becoming a customer.

A sales funnel is the steps that you need to work through to get a lead to buy from you. It is a process that begins with capturing a lead and ends with a sale.

The first step of a sales funnel is a lead’s name, phone number, and email address. Once you generate a lead, you cannot expect the lead to buy or do whatever it is you are wanting them to do.

A funnel is formed by a series of email marketing campaigns and web pages that guide the lead to the ultimate sale.

You must take the lead through a series of steps that slowly teach them more and more about you, your company and your solution, and even entertain them along the way. The steps must be logically arranged so that your leads progress from one step to the next until they are in a position to buy from you.

Everything from email communication to webinars to social media to print advertising can be used to grow leads for your sales team. The more you can grow the lead, the more likely it is that you will eventually convert it to a sale.

The 11 Best Lead Generation Companies for Contractors

The 11 Best Lead Generation Companies for Contractors

Contractors that are the most successful in the construction industry or home service business have a predictable lead flow. These companies don’t just wait for new business; they make it happen.

Lead generation for contractors is the process of attracting and capturing potential customers’ contact information who are interested in the services that you provide.

When it is all said and done, a lead generation company is nothing more than a digital marketing agency that sells leads to multiple companies for a profit.

They generate leads by actively targeting your potential clients for the services that you provide by using search engine marketing (SEM) and search engine optimization (SEO).

Meaning, they are a direct competitor in your market and they are not even contractors.

Since these leads are not exclusive, they tend to be low quality, and the close-ratio is much lower than you can experience with self-generated leads.

A lead generation company does the same thing but rather than service the lead themselves, they act as a middleman or lead broker who sells the information to other companies wishing to purchase new leads.

They tend to run anywhere from $50 to $300 or more and normally sell them to multiple firms that then compete with other companies for the project.

In my own experience doing business with many of the lead brokers on this list is that the success rate on contacting and closing these leads is low. The main reasons why are because leads are not exclusive.

There is a lot of competition for jobs since the leads are sent out to multiple contractors.

The reason is that they sell these leads to multiple companies.

Like many other people who have used these services, many leads that I have got appear to be fake, and the people who fill out these forms often do not answer your calls, texts, or emails.

Also, all these lead platforms will list your competitors on their websites who are signed up with the service, which could cost you a potential customer.

When I’m asked, “Who are the nest lead generation companies for contractors?”, my response is always the same.

If you have the time, the best company and person is you. Self-generating your own leads will always get you the best results.

If you do not have time or the expertise, a specialized marketing agency like ours that helps advertise your business would be the second-best way to get exclusive leads.

The question is really whether it’s the best use of your time, energy, money, and effort.

If you need business fast and do not have the time, a word of caution, besides bad and potential fake leads is that these lead generation companies are only about as good as the effort you put into them.

Like all marketing, this is not a passive activity where business just falls into your lap once you pay a fee.

The more time you put into making a great profile, getting good reviews, and contacting people as fast as possible, the more likely you will close some leads and find success.

This list below is the most comprehensive that you will find anywhere. I will cover the following companies and services.

  1. Contractor Marketing Agencies
  2. Subcontractor & Joint Ventures
  3. HomeAdvisor
  4. Angie’s List
  5. Yelp
  6. Houzz
  7. Thumbtack
  8. Porch
  9. BuildZoom
  10. Craft Jack
  11. 33 Mile Radius

Now, let’s go over the various lead generation companies for contractors and home service businesses to see if any will be a good fit for you.


This is where a digital marketing agency can help you by employing the same strategies as lead brokers like paid ads, online, SEO, search engine marketing (SEM), social media marketing (SMM), and content marketing to bring your business exclusive leads.

In running my own contracting business, I have found that exclusive leads that you market to obtain, cultivate and own are the BEST leads that you can get.

Many contractors use a marketing agency like ours because they want exclusive leads and do not have the time, expertise, or creativity to do it on their own.

They also understand the power of branding their company and that marketing is a long-term game they need to invest in for lasting success.

Doing business with a marketing agency is also often much cheaper and more cost-effective than buying leads or hiring an in-house employee.

When you are searching for an agency to handle your marketing, the cost should not be the only factor in your decision.

Often an agency that specializes in your industry will be the best company to deal with because they understand your business and clients so they can help market your company much better than other agencies.

Please contact us at The Contractor Brotherhood if you are looking for a digital marketing agency that specializes in working only with contractors and home service businesses.


Creating a business collaboration, joint venture, or subcontractor agreement with other successful contractors allows you to tap into each business’s contacts to generate more leads. This is one of the best methods and easiest ways to get new leads for jobs.

In most construction trades, these types of arrangements are usually done through a subcontractor agreement in which other tradesmen or companies are hired to handle various aspects of a project.

A subcontractor agrees to perform part or all of a service to the main contractor under a specified agreement.

An example would be a home remodeler hiring an outside plumber or electrician to assist in remodeling a kitchen. This can be done on a short-term basis or a long-term arrangement.

Most contractors who hire other tradesmen and subs like this take on a project that will require more manpower than they have on staff or the services of a qualified specialist to help them finish the job.

In today’s construction environment, it is hard to find good help, so there are many great companies that are actively looking for reliable people they can subcontract work to.

If your company needs leads today, start searching in your local area for successful general contractors and home remodeling companies that you can start contacting to see if they need your services.

Make sure they have a great reputation and ratings online because that usually shows they are making people happy and completing jobs

There is a great chance that they do and you could be getting new work immediately.


HomeAdvisor is one of the biggest and oldest lead providers for contractors.

They helped pioneer the lead-matching service that connects homeowners with contractors and other home service professionals who can help with either home improvement or other general home-related projects.

HomeAdvisor creates content and advertises to consumers who are actively searching for local available contractors in order to get 3-4 estimates. The person fills out a contact form based on job requirements and that lead is immediately sold to companies who have signed up to receive those specific leads.

To get listed on HomeAdvisor, you will pay an annual fee of approximately $350, plus the cost of the leads, which will vary widely depending on your trade.

For example, if you are a home remodeler or restoration contractor, the cost per lead is much higher than for handyman or plumbing jobs.

Let me warn you that there are a lot of online complaints against HomeAdvisor.

I have personal experience with the company and I can tell you that the leads are VERY low quality and some even seem to be fake. I signed up with them for about a year, but I eventually canceled my account because of the low-quality leads.

The HomeAdvisor Better Business Bureau (BBB) page currently has a 3.37 rating based on 4,923 customer reviews, with a total of 1,771 complaints closed in the last 3 years and 502 complaints closed in the past 12 months.

That is A LOT of complaints.

Most of the poor ratings from contractors are for fake or bad leads. If any of our companies were to have even 3-5% of these complaints, we would be out of business!

The facts are that bad or dead leads are continuing problems with HomeAdvisor, but there are contractors in certain areas of the US and Canada who have found success with the platform.

With that said, proceed with extreme caution if you decide to try HomeAdvisor or any of the other companies I list here.


Angi (formerly Angie’s List) bought HomeAdvisor in 2017 and the sites are very similar in how they generate leads for contractors and home service providers.

Just like HomeAdvisor, Angie’s List is a marketing company that creates content and advertises to consumers in order to help them find, hire, and review service providers in their local area. They then entice the consumer to fill out a contact form in order to get competing estimates for their job.

Where they differ from HomeAdvisor is that Angi is a subscription service for both contractors and homeowners.

Only potential customers with memberships will be able to see your company profile, ads, and reviews. Companies can pay a monthly fee to be a featured professional or for ads in order to appear higher up in the search results.

Consumer Reports and The Consumers Federation of America do not recommend Angie’s List to consumers due to deceptive advertising tactics.

“[Angie’s List] makes a big point to say they’re consumer-driven, when in fact 70% of their revenue comes from advertising. It’s not advertising Coca Cola, it’s advertising from the companies they rate,” stated Jeff Blyskal, a senior editor for Consumer Reports.

The Consumers Federation of America listed these reasons for their rating:

* Gives a large majority of all service providers an A rating.

* Rates a significant number of service providers who have very few, sometimes only one customer review.

* Sometimes assigns overall grades that are not consistent with customer grades.

* Shows some evidence of containing fake customer reviews.

* Gives business advertisers access to personal information from customers, including phone numbers and email addresses, that advertisers use in their marketing.

* Prioritizes the promotion of these advertisers by selectively recommending them to individual consumers as “top-rated, certified pros for your projects,” even though there is good evidence that these businesses usually are not the best service providers.

Angie’s List offers plans ranging from free to $99 per year with exclusive ads available for members with Gold membership.

They also have a lot of bad reviews online. Angie’s List Better Business Bureau profile currently has a 1.98 rating with a total of 1,079 complaints closed in the past 3 years and 685 complaints closed in the last 12 months.

Again, if yours or my company had that many terrible reviews, we would simply be out of business.


Yelp has been a major player in search engines for several years. It is one of the world’s most popular review websites. There are approximately 142 million people using the platform monthly, with 92 million of them using the mobile app.

Yelp is technically not a lead provider. Clients can search for contractors and research their ratings on Yelp and choose the one they think is best for their project.

A lot of local businesses and contractors have found success with Yelp ads, while many others have wasted money and claimed it is a scam.

Yelp has a 1.25-star rating on the Better Business Bureau website, with 2,172 complaints closed in the last 3 years and 474 complaints closed in the past 12 months. Again, if our companies had such terrible reviews, we would be out of business fast.

If you would like to be listed on Yelp, you can claim and set up your profile for free, which allows you to upload photos, add external links to your website and add other information about your company such as your phone number, menu, hours and specials.

A free profile will show your competitors’ ads on your profile page. But if you advertise, your company will show up when people search for other local businesses who offer the same services, while your competitors will be restricted from advertising on your page.

To be featured, Yelp charges somewhere between $1.00 and $60 or more for every click depending on the service that you are advertising.

An enhanced profile costs $90 per month if you want.

In order to get you to get leads on Yelp or just about any platform, you will need to have some reviews and they better be great.

People are most likely to contact you when they read favorable reviews about your company.

Also, the Yelp algorithm will rank businesses higher who have more positive reviews.

To get reviews, the best thing you can do is speak with your previous customers who are satisfied with your service and ask that they leave a 5-star review on your Yelp page.

More positive reviews mean more credibility and trust, which will equate to more leads that will come your way.

But when it comes to people and companies reviewing Yelp, the Better Business Bureau profile currently has a very poor 1.23 rating, with a total of 2,159 complaints closed in the past 3 years and 470 complaints closed in the last 12 months.

It seems Yelp is NOT drinking thier own review coolaid as they force it down millions of businesses throats across the globe. I guess when you own the rating systems, the same rules do not apply to you.


Houzz uses great content to be a lead generation platform for contractors who specialize in residential home services. They provide content and millions of images to homeowners for design ideas and inspiration that generates clicks to their website.

With a monthly audience of 12M unique users, Houzz provides its contractors with qualified leads and business opportunities. They are a great example of using content to build a lead generation machine.

The site uses information from the homeowner who is planning the renovation and from service professionals who have completed similar jobs. Home improvement project cost estimates are generated by averaging the information provided by homeowners and professionals.

Houzz reviews and ratings also include an estimate of the total project cost as well as hours, photos, existing and proposed plans, and renovation guides.

Like Pinterest, users can browse their photo database with millions of images of home interiors and exteriors. Homeowners browse photos by room, style, and location, and bookmark photos in personal collections the site calls ideabooks.

Users can click on an image to learn more about the designer, ask a question, and learn about products tagged in the photos.

While Houzz focuses on home interior design and remodeling, they also have a section dedicated to outdoor design. With the right content and images, Houzz can target homeowners and contractors with the right content.

Houzz has a directory of home improvement professionals who use and pay the site to connect with consumers who are searching for professionals for hire.

The website has various online tools for consumers and professionals to help them along the home improvement process like the Real Cost Finder, an interactive tool that helps users plan home renovations and total costs based on data collected from the Houzz community.

In 2021, Houzz created Visual Match, a tool that “uses deep learning technology to analyze more than 11 million home photos on Houzz.

The Houzz TV video series shows homeowners’ projects being implemented with the help of design professionals.

Contractors can create a free profile or pay for a Houzz Pro+ subscription to help contractors run their businesses. Houzz has approximately 2.7 million professionals in its professional services database.

While Houzz offers free listings for home improvement professionals, it also offers paid upgrades to businesses. It also encourages people to take a free class on home improvement to learn more about the industry.

Houzz received a top rating from Consumer Reports for the website’s accuracy of home improvement project costs.

The Better Business Bureau website gives the company a poor 1.04 star rating out of 5 with 553 complaints from their customers over the last 3 years and 151 complaints closed just in the past 12 months. However, Houzz maintains an A+ rating and they also happen to be BBB members.


Thumbtack is an online platform that allows consumers to find professionals and services in their area. Similar to sites like HomeAdvisor, Thumbtack also helps clients find services they need – such as a kitchen remodel, roof repairs, or a local plumber.

The site is currently only available in the United States, but they do have plans to expand internationally.

Thumbtack has a strong presence in Los Angeles as well as Austin, Dallas, Denver, and San Diego. It launched in San Francisco in 2014 and has enjoyed a quick rate of growth.

Like many of the other lead generation services, Thumbtack allows customers to navigate through various contractors to find the one that’s right for them. Customers can then book a service at any time from their personal computer, phone, or tablet.

Thumbtack customers can engage with a network of over 80,000 service providers in 1,800 professional categories. The site has a rating system for both businesses and customers that allows users to verify the credentials of businesses and the reviews they receive.

Thumbtack was originally conceived as a consumer-to-contractor marketplace, but after receiving feedback, the company decided to launch the Thumbtack for Professionals platform in September 2013. The new platform allows contractors to build, manage and grow their businesses.

The company does a background check on its contractors, who must provide their licenses and proof of insurance, along with other information. The platform’s new product, Solve, is a contractor management console.

Thumbtack says it has more than two million registered service providers, more than 10 million customers, and more than 100,000 service requests each month. The age bracket that contributes to the largest volume of Thumbtack users is women ages 35-55 with a bachelor’s degree.

You can easily create your own profile and showcase any experience, portfolio, or other offerings. You can post pictures and videos to further your chances of getting clients.

You can fill your business’s booking calendar using Thumbtack’s online scheduling tool, and customers can be notified when you’re available for an appointment. If one customer books you for an appointment you don’t want, you can decline their future requests.

The fee per lead varies, based on the potential job cost and where you live. There are also advertising options available for contractors with Pro status.

The Better Business Bureau (BBB) website shows that Thumbtack has 0 reviews and 429 complaints closed within the last 3 years and 193 closed within the past 12 months. The BBB gave them an A+ rating and they are also a member.

Meaning they pay the BBB so this might explain why they have such a great rating but with hundreds of unhappy customers.


Porch is an online website that connects homeowners with local contractors and provides advice, guides, and bookings for common projects.

It has a network of vendors that will do all types of odd jobs around the house, from contractors across the country to someone to take care of your pet. They partner with the Better Business Bureau to provide ratings for the companies you’re considering hiring.

Porch is a good resource for contractors who are in need of clients. You can highlight your credentials, skills, and work history on your profile, and it also allows you to decide how far you’re willing to travel and what sort of project you’re able to take on.

Porch lets you target both residential and commercial clients. Residential clients are more popular so it allows you to attract a mix of clients like real estate agents, property managers, and homeowners.

Unlike most sites, Porch will refer contractors to clients based on the clients’ job requirements instead of letting clients scroll through a list of available matches.

Porch is free for homeowners and professionals alike. For professionals, Porch offers a professional profile and subscription that provides increased visibility and enhanced profile capabilities — not to mention project support. For example, if a customer wants to hire a contractor and they find one they like on Porch, they can securely book a time for an in-person visit or an estimate.

The Better Business Bureau website gives the platform a 1.89 star rating out of 5, with an average of 124 Customer Reviews and 137 complaints closed in the last 3 years and 35 complaints closed in the past 12 months.


TaskRabbit is a website for contractors who are looking for smaller jobs, i.e. tasks, volume, and value flexibility. You get to choose your work hours and areas, as well as what services to offer. There are more than fifty categories to offer services in.

TaskRabbit is a popular marketplace that connects people with quick tasks to complete, such as assembling furniture or hanging a portrait. Once a suitable provider is found, a task can be created within the TaskRabbit app.

Then, the two parties communicate directly through the app to agree on a pickup time and location, as well as other details.

The site is easy to use. After a client chooses their date and time for service, a Tasker is notified and can decide whether or not to accept the job.

Taskers can accept or decline jobs for a variety of reasons. They can decline a job if the job is not a good fit for their expertise, if it falls outside of their area, or if they don’t have time to do it.

If accepted, the client pays TaskRabbit for the job and the Tasker reports to the job site to complete the job, you are paid and the client’s account is debited.

To ensure a positive experience for both clients and Taskers, the Tasker and client must rate each other after the job is completed. Once the ratings are submitted, TaskRabbit finalizes payment.

If the ratings are not favorable from both parties, the client is able to ask the Tasker to re-perform the job at no additional cost, or ask for a refund. Taskers are also encouraged to offer their own “takeaways” (i.e., tips for a job well done) for jobs well done.

Like all the other lead generation platforms listed here, you have the ability to display information about your company, the service you offer, and to list your reviews, which will help you find more clients. Advertising rates vary depending on the task and provider, but they are generally reasonable.

TaskRabbit currently operates in the following cities: New York, Boston, Chicago, Seattle, San Francisco, Los Angeles, Portland, Denver, Philadelphia, Washington DC, Atlanta, Austin, Dallas, Houston, San Diego, San Jose, San Antonio, and Miami.

The Better Business Bureau website gives the platform a 1.17-star rating out of 5, with an average of 83 Customer Reviews and 191 complaints closed in the last 3 years and 19 complaints closed in the past 12 months.


BuildZoom is a contractor listing platform that connects homeowners with local contractors in their area.

Customers submit their requirements for a project to BuildZoom. BuildZoom then screens these projects and sends the inquiry to contractors that meet the criteria of the project. BuildZoom charges only a small referral fee if a client purchases your services.

The BuildZoom score is a measure of how well a contractor runs their business. If a company does well, its score will go up. If they don’t do so well, their score will go down.

As a BuildZoom user, you will not incur any fees until you land a project. Once you have a contract, you will have to pay a referral fee of 2.5%. In addition, their upgraded package includes advertising on their platform for $99/month.

Unlike all the other lead providers, BuildZoom has a great rating on the Better Business Bureau (BBB) website.

The company has a 4.48-star rating out of 5, with an average of 281 Customer Reviews and 98 complaints closed in the last 3 years and 40 complaints closed in the past 12 months.

Even though BuildZoom has quite a few complaints, they seem to be resolving them quickly and working to make unhappy customers happy again.


CraftJack generates leads when homeowners need a contractor or home service provider. Homeowners search the web for a specific home improvement service when they are looking for help, and CraftJack helps them find the right pro for their job.

Thieir business model is pretty much the same as the other companies on this list, and it should be no surprise that CraftJack is owned by HomeAdvisor.

With CraftJack, you only have to pay for leads, not signups, cancellations, or monthly fees.

Lead prices depend on the task and area of expertise. But like most of these companies, they will sell the lead to a maximum of four contractors.

Like many of the companies listed here, they have some bad reviews and complaints online for allegedly selling bad leads and still charging contractors for those leads.

The Better Business Bureau website gives CraftJack a 1.17-star rating out of 5, with an average of 83 Customer Reviews and 191 complaints closed in the last 3 years and 19 complaints closed in the past 12 months.

Here is an example of a contractor customer who gave them a bad review:



Unlike most of the companies listed here, 33 Mile Radius generates exclusive leads for contractors and home service businesses.

These leads are delivered via live phone calls and you only have to pay for valid leads.

They have no set-up or monthly fees and no long term contracts.

I previously used 33 mile radius for my business and I was NOT happy with the leads that came through.

I would see their online ads in my local market and even on Craigslist.

They use simple websites that they build with fake company names to entice people to call and then transfer the call to you, which you have to answer because if you don’t, your charged for the lead regardless.

33 Mile Radius claims that their partners have a 90% success rate with their leads and in my personal experience and even with my own self generated leads, this is complete BS.

I do not think that any marketing campaign or salesperson in the world can realistically claim a 90% success rate.


As I mentioned previously and the many reviews online, the success rate on contacting and closing these leads from most of these companies is low because the leads may be bad or fake.

They are also not exclusive, and there is a lot of competition since the leads are sent out to multiple contractors in your local market.

When we pay these lead companies, we are actually creating more competition for our services and this negatively affects our own marketing efforts and chances for success.

If you have the time, the best company and person is you. Self-generating your own leads will always get you the best results.

If you do not have time or the expertise, a specialized marketing agency like ours that helps advertise your business would be the second-best way to get exclusive leads.

Please contact us at The Contractor Brotherhood if you are looking for a digital marketing agency that specializes in working only with contractors and home service businesses.