Start here · Lead Generation
Lead generation funnel: From ad click to customer
Six stages sit between an ad click and a paying customer. Here is what each stage does, how it leaks, and what to measure at every step.
Lead generation blog for service businesses
Practical guides for service business owners who want more of the right calls from Google, Meta and their own website. Plain English, and the math is always shown.
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76 articles
Lead Generation
How to get more plumbing leads without buying shared ones
Plumbing demand is urgent and local. The businesses that win are easy to find at 2 a.m. and answer the phone when it rings.
Lead Generation
Speed to lead: Why the first five minutes decide who gets the job
Most homeowners contact more than one company. The first one to reply usually gets the conversation. Here is how to be that company.
Google Ads
Google Ads for contractors and service businesses: How to turn search intent into leads
Search intent is the most valuable signal in paid advertising. This guide shows how service businesses can structure Google Ads to capture it without wasting budget.
Meta Ads
Google Ads vs Facebook Ads for lead generation
Google captures demand that already exists. Facebook creates demand that did not. Here is how to decide which one a service business should lead with.
Landing Pages
Why your landing page is not generating enough leads
If the clicks are arriving but the enquiries are not, the landing page is the first place to look. Nine common problems, and how to fix them.
Google Ads
How much does Google Ads cost for a service business?
There is no single price for Google Ads. There is a reliable way to work out what it should cost your business, using four numbers you can estimate today.
Service Business Marketing
Cost per lead vs customer acquisition cost: What service businesses should track
Cost per lead is easy to measure and easy to misread. Here is why cost per customer is the number that decides whether marketing pays.
Service Business Marketing
HVAC marketing agency: What they do and how to choose one
An HVAC marketing agency should plan around the weather, not the calendar. Here is what good work looks like and how to spot it.
Google Ads
Negative keywords for service businesses: Stop paying for the wrong searches
Every service campaign attracts searches you never wanted: job seekers, DIYers, people looking for free. Negative keywords are how you stop paying for them.
Google Ads
Google Ads for UK tradespeople: Setup, costs and Local Services Ads
Google Ads can bring UK trades a steady flow of enquiries that nobody else sees. Here is how to set it up without wasting money.
Google Ads
Google Ads for roofers: How to pay for replacements, not repairs
Roofing search traffic is full of small repair jobs and insurance questions. A good Google Ads setup filters for the replacement jobs that pay.
Google Ads
Google Local Services Ads vs Google Search Ads: Which should you run?
Local Services Ads charge per lead and sit at the top of the page. Search Ads charge per click and give you more control. Here is how to choose.
Service Business Marketing
Roofing marketing agency: What to look for before you sign
Roofing leads are valuable and slow to close. The agency you hire should be built for that. Here is what to check before you sign.
PPC
Performance Max for lead generation: When it works and when it wastes money
Performance Max can find leads across every Google channel. Without good conversion data it can also find a lot of spam. Here is the difference.
Lead Generation
Checkatrade, MyBuilder, Rated People or your own ads? A UK comparison
Each UK trade platform charges in a different way. Here is how they compare with each other, and with running your own ads.
Lead Generation
How to get landscaping leads in busy and quiet seasons
Lawn care searches roughly triple between winter and summer. Here is how landscapers fill the calendar in spring and keep work coming when it slows.
Lead Generation
Call tracking for service businesses: How to know which ads make the phone ring
For most trades, the phone is where the money is. If calls are not tracked, your ad reports are missing most of the story.
Service Business Marketing
Solar marketing ideas for installers who want fewer, better leads
Homeowners have seen a lot of solar ads. The installers who stand out are specific, local and honest about what the system will do.
Meta Ads
Facebook lead ads vs landing pages: Which gets better leads?
Instant forms are cheap and fast. Landing pages are slower and usually better. Here is how to decide, and how to get the best of both.
Lead Generation
Lead generation for UK tradespeople: Where the work comes from
UK trades have more lead options than ever, and more ways to overpay for them. Here is how the main sources compare.
Service Business Marketing
Contractor marketing: Ten strategies that bring in booked jobs
Some marketing brings calls this week. Some takes months but keeps paying. Here are ten strategies and where each one fits.
Meta Ads
Facebook ad creative for service businesses: What actually gets people to enquire
On Meta, the creative does the targeting. Here is what to show, what to say, and how to test it on a service business budget.
Meta Ads
Facebook ads for contractors: When they work and how to run them
Facebook does not reach people searching for a contractor. It reaches people who might need one soon. For some trades, that is exactly right.
Meta Ads
How to fix poor lead quality from Facebook lead ads
Wrong numbers, people who do not remember enquiring, tyre-kickers. Poor Facebook lead quality is common and it is fixable.
Meta Ads
Facebook ads for roofers: Creative, targeting and lead quality
Roofing ads on Facebook can fill a calendar with inspections. Whether those inspections turn into jobs depends on the form and the follow-up.
Landing Pages
The service business landing page checklist
Twenty checks to run on any page you send paid traffic to, grouped by what the visitor sees first, what convinces them, and what makes it easy to act.
Service Business Marketing
Landscaping marketing: Ideas that fill the calendar
Lawn care and landscape design are different businesses online. Here are the marketing ideas that work for each, and how to plan them around the seasons.
Lead Generation
Lead generation agency: What it does and what it costs
Agencies price their work in very different ways. Here is what each pricing model means for you, and how to compare two quotes fairly.
CRO
How many fields should a lead capture form have?
Shorter forms get more submissions. Longer forms can get better ones. The right answer depends on what your team does with the lead next.
Google Ads
Google Ads for electricians: Setting up campaigns by job type
Electrician searches are plentiful and mostly small. Splitting campaigns by job type lets you spend more on the jobs worth more.
Service Business Marketing
Google Business Profile for contractors: Turning your listing into leads
For many local trades, the Business Profile brings in more calls than the website. Here is how to set it up so it works harder.
Lead Generation
How much do leads cost? A guide by trade
Published lead cost averages vary enormously. The number that matters is what you can afford to pay, and that comes from your own close rate.
CRO
How contractors can get more Google reviews without breaking the rules
Most happy customers will leave a review if you ask at the right moment and it takes thirty seconds. Here is a routine that does that.
PPC
Offline conversion tracking: Teach Google and Meta what a real customer looks like
Ad platforms optimize for whatever you tell them is a conversion. If that is a form fill, you get form fills. Here is how to tell them about customers instead.
Service Business Marketing
Electrical contractor marketing: Ideas that fill the schedule
Electrician searches run into the hundreds of thousands a month, and most of those jobs are small. Here is how to find the bigger ones too.
PPC
How to split a small ad budget between Google and Meta
With a limited budget, spreading thin is the most common mistake. Here is how to decide where the first dollar goes, and when to add the second channel.
Lead Generation
How to get house cleaning clients who book again
A cleaning client who books every two weeks is worth many times a one-off clean. Your marketing should be built to find those clients.
Service Business Marketing
Seasonal advertising for service businesses: Plan for the peaks and the quiet months
Demand for most trades rises and falls with the weather. Your ad budget should move with it, and the quiet months have a job to do too.
Lead Generation
Electrician leads: Where good ones come from
Small electrical jobs are easy to find. Profitable ones take more planning. Here is where good electrician leads come from.
Service Business Marketing
Plumbing marketing ideas that bring in calls, not just clicks
Ten ideas for plumbing companies, sorted by how soon they tend to make the phone ring.
Lead Generation
What missed calls really cost a service business
A missed call is rarely a lost minute. It is often a lost job, paid for by your ad budget. Here is how to put a number on it.
Lead Generation
Home service lead generation: Where the jobs come from
Homeowners find service businesses in a handful of places. Here is how each one works, what it costs and how to run Google Ads for home services.
Lead Generation
A lead follow-up sequence for service businesses that do not have a sales team
Many leads are lost because nobody tried a second time. Here is a follow-up routine a busy owner or office manager can run.
Lead Generation
Exclusive vs shared leads: What the difference costs you
A shared lead is cheaper to buy and harder to win. The price per lead only makes sense next to your close rate.
Lead Generation
Angi leads vs running your own ads: What contractors should know
Lead marketplaces are quick to start and easy to stop. Your own ads take longer to set up and give you leads nobody else is calling.
CRO
How reviews affect your lead conversion rate
People check reviews before they let a stranger into their home. Where and how you show them changes how many visitors get in touch.
Lead Generation
Commercial cleaning leads: How to win office and facility contracts
Commercial cleaning contracts are slow to win and valuable to keep. Here is how to reach the people who make the decision.
PPC
Twelve questions to ask before hiring a PPC agency
The wrong agency is expensive twice: once in fees, and again in wasted ad spend. These questions sort the good ones from the rest.
PPC
How much does PPC management cost? Fees explained for service businesses
PPC management has two costs: what you pay Google and what you pay the person running it. Here is how the second one is usually priced.
Google Ads
Google Ads Quality Score explained for service businesses
Quality Score is Google's rating of how relevant your ads and landing pages are. It is a useful diagnostic, as long as you do not chase it for its own sake.
Google Ads
Google Ads for HVAC companies: Campaigns, budgets and seasons
HVAC PPC works best when repair, replacement and maintenance each get their own campaign and budget, and the budget follows the thermometer.
Lead Generation
How to choose a lead generation company for your service business
Lead generation companies sell very different things under the same name. Here is how to tell what you would actually be paying for.
Meta Ads
Retargeting for service businesses: Bringing back visitors who did not call
Most visitors leave without getting in touch. Retargeting gives you a second chance, if you use it for the right jobs and the right window.
Service Business Marketing
An HVAC marketing plan built around the seasons
AC repair searches swing about five times between summer and winter. An HVAC marketing plan that ignores that swing wastes money twice a year.
Lead Generation
How to get solar leads that turn into signed contracts
Solar leads are easy to buy and hard to close. Generating your own takes more setup and gives you leads that actually remember talking to you.
Google Ads
Google Ads for plumbers: A campaign setup that pays for itself
Emergency plumbing clicks cost more than most trades will ever pay. Here is how to set up Google Ads so those clicks turn into booked jobs.
Lead Generation
Missed call text back: Keep the caller you could not answer
A caller who reaches voicemail usually tries the next company. An automatic text within seconds gives you a chance to keep them.
Google Ads
Google Local Services Ads: A guide for contractors
Local Services Ads sit at the top of the page and charge per lead. Here is how to get verified, rank well and handle bad leads.
Service Business Marketing
Plumbing marketing agency: How to choose one that brings in jobs
Plumbing clicks are expensive, so the agency you choose matters. Here is what it should do and how to tell a good one from a busy one.
Service Business Marketing
Cleaning business marketing: How to win recurring clients
A one-off clean pays once. A weekly client pays every week. Here is how to market a cleaning business for the second kind.
Lead Generation
How to get home improvement leads without buying shared ones
Shared home improvement leads send you into a price war. Here is how to build a flow of leads that come to you alone.
Lead Generation
Residential vs commercial solar leads: How to generate and qualify each
A homeowner and a warehouse owner buy solar for different reasons. Here is how to find and qualify each kind of lead.
Service Business Marketing
General contractor marketing: How to win bigger projects online
General contractors sell large, slow, trust-heavy projects. Marketing that works for a plumber's emergency call will not work the same way here.
Service Business Marketing
Roofing marketing ideas for contractors who want fewer tire-kickers
More roofing leads is easy. More roofing leads that want a replacement and can pay for it takes a few specific changes.
Lead Generation
Pay-per-call leads: How they work and when they make sense
Pay-per-call programs charge you when a qualifying call connects. What counts as qualifying decides whether that is a good deal.
Service Business Marketing
Window and door contractor marketing: Generating replacement leads
Window replacement is a high-ticket job people put off for years. Marketing has to find them in the short window when they are ready.
PPC
PPC for contractors: A plain-English guide to paid search
PPC means paying when someone clicks or calls. For contractors, it is the fastest way to reach people who are searching for your service today.
Lead Generation
Lead generation for consultants: How to fill a pipeline with the right clients
Consultants sell expertise, and expertise is hard to advertise. Here is how to generate enquiries from people who already have the problem you solve.
Service Business Marketing
Marketing for remodeling and general contractors: Winning larger projects
A kitchen remodel can take months from first search to signed contract. Your marketing has to keep up with that timeline.
Lead Generation
How to get roofing leads: Eight channels ranked for roofing contractors
Roofing leads come from a handful of places. Some are cheap and slow, some are fast and expensive. Here is how they compare and where to start.
Lead Generation
How to get HVAC leads: Seven channels that work year-round
Peak season fills the phone on its own. The HVAC companies that grow are the ones that also get leads in spring and autumn.
Meta Ads
Facebook ads for solar installers: Leads that pick up the phone
Solar installers learned early how cheap Facebook leads can be, and how bad. Here is the setup that trades some volume for leads that answer.
Lead Generation
Commercial roofing leads: Reaching property and facility managers
Commercial roofing buyers are few, careful and hard to reach. The work comes from being known before the roof leaks.
Lead Generation
HVAC lead generation companies: How to compare your options
HVAC lead generation companies sell very different things under the same name. Here is how to tell them apart and compare the true cost.
Lead Generation
Lead generation for contractors: How to build a steady flow of jobs
Most contractors rely on one or two sources of work. Here is how to build a lead flow that keeps going when referrals slow down.
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