Local leads are the lifeblood of any contractor business. Whether you’re a remodeler, roofer, plumber, or installer, your next job probably isn’t coming from across the state. It’s coming from down the street.
Too many contractors rely on word of mouth alone or spend their marketing budget on tactics that don’t move the needle. If you’re serious about growing your business and staying booked, you need a local lead generation strategy that works.
Here’s how to do it.
How People Buy Contractor Services Today
Even when a customer hears about your business through a referral, they’re still going to look you up online. That’s how the discovery process works now. Someone might get your name from a neighbor or a Facebook group, but before they call, they’re checking your website, your reviews, and your competitors.
For non-emergency work (like remodels, flooring, fencing, HVAC installs) people aren’t rushing. They take time to compare options. They want the best mix of quality, service, and price. That means your online presence matters just as much as your craftsmanship.
If your website looks outdated, if your Google reviews are mediocre, or if you’re nowhere to be found in search, you’re probably losing that job before you even knew it existed. Even great work and a strong reputation won’t help if no one can see it.
That’s why local lead generation starts with visibility and ends with trust. You need to show up, and you need to show up strong.
Start with Local SEO That Actually Works
If you’re not showing up in local search results, you’re invisible. Sure, your business listing may show up in Maps results. Your chances of winning new business decrease when a person has to click the “More Businesses” button and then click 2-3 times just to find your listing.
Here’s how to fix that:
- Claim and optimize your Google Business Profile. Fill out every section. Add photos. Use real service area info. Keep hours and contact details up to date.
- Use location-based keywords on your site. Don’t just say “roofing services.” Say “roofing services in Round Rock” or “Austin metal roofing contractor.”
- Get reviews and respond to them. Search engines look at your review volume and activity. Potential customers do too.
- Build local citations. Make sure your business is listed (consistently) in online directories like Yelp, BBB, Houzz, Angi, and local chambers of commerce.
Local SEO is a long game, but it’s one of the highest ROI moves you can make as a contractor. And it compounds over time.
Use PPC to Fill the Gaps
Pay-per-click advertising helps you show up at the exact moment someone is looking for what you do. It’s a great way to generate leads while your SEO builds momentum.
But contractor PPC is competitive. If you’re going to spend the money, you need to be smart.
- Target specific service areas. Don’t waste money showing ads 100 miles away. Focus on zip codes or city names where your best customers live.
- Write ads that speak directly to local needs. Mention your location, licensing, or service guarantees.
- Use call-only or lead form extensions. Make it easy for people to call or request an estimate without clicking through.
- Track everything. Don’t guess which keywords or campaigns are working. Use call tracking and lead tracking software to measure real performance.
While the Cost Per Lead may be higher than what you’d prefer, there are additional benefits to pay-per-click advertising that far outweigh the expense.
- Referrals come from happy customers. PPC helps you quickly win new customers who in turn become your referral generators.
- You can’t have repeat customers until you have new customers. PPC helps you get them faster.
- The customers from PPC can also help you generate online reviews faster, which in turn builds up your Local SEO.
- A solid PPC campaign also helps you understand what messaging resonates in your market. It also helps you learn what works (or doesn’t) on your website.
Fix Your Website (or Build One That Works)
Gone are the days of your website simply being an online brochure. These days it’s a 24/7 sales tool. If your website is outdated, slow, or confusing, you’re losing business.
At a minimum, your site should include:
- A clear explanation of your services
- Your service area and locations served
- A strong call to action with easy-to-use contact forms or quote requests
- Trust signals: customer reviews, badges, insurance info, and certifications
- Mobile optimization. Most contractor searches happen on a phone
Speed also matters. A one-second delay in load time can tank your conversion rate. Don’t let your next job bounce before your site even loads.
Don’t Ignore Traditional Advertising
Digital gets most of the attention, but traditional marketing still works.
Yard signs, vehicle wraps, and community sponsorships all create brand visibility where it matters most. People remember the company they’ve seen around town. They remember the truck they followed on the highway or the sign in their neighbor’s yard after a new roof install.
Direct mail is another channel that still drives results. When done correctly, direct mail is more than just “junk mail”. Use clean design, strong offers, and smart geographic targeting. And always include a clear way to respond.
Why Social Media Matters Even If It Doesn’t Convert
Let’s clear something up. Paid social ads don’t drive local leads the way contractors hope they will. Unless you’re running a major brand-awareness campaign, paid social is more about visibility than conversions. It’s a billboard in someone’s pocket, not a direct line to your next job.
Most contractors don’t need more passive impressions. They need performance. They need qualified leads. And that’s not where paid social shines.
But that doesn’t mean social media is useless. In fact, organic social is one of the most overlooked tools in your marketing arsenal. It’s where people go to get a feel for your business. It’s your chance to show off current projects, highlight your team, and add some personality to your brand.
When someone looks you up after a referral or a Google search, they’ll likely check your social profiles. If your last post was from two years ago, it looks like you’re either out of business or not serious about what you do. On the other hand, a few photos of a recent kitchen remodel, a team shoutout, or a before-and-after post can go a long way in building trust.
You don’t need to be an influencer. You just need to be active and authentic. Show your work. Show your people. Let potential customers see the kind of experience they can expect when they hire you.
The Best Approach Is a Blended One
There’s no single magic bullet for local lead generation. What works is a blend of digital and traditional, supported by smart messaging and relentless consistency. You don’t need to be everywhere—but you do need to be everywhere that counts.
Divining Point helps contractors map out lead generation strategies that are tailored to their market, budget, and growth goals. Our marketing for contractors has helped businesses go from word-of-mouth-only to booked out for months. And we’re ready to do it for you.
Ready to build a better lead pipeline? Contact us today, and let’s talk about how we can help.