How To Generate Leads For A Home Services Business

bob popular | bespoke websites

Are you an HVAC, Plumber, Electrician, Painter, Roofer, Concrete, Cleaning company, or any other home services company? Do you struggle with generating leads? Today I’m going to talk about 4 ways that home services businesses like yours can generate qualified leads on a regular basis, without breaking the bank.

It seems almost impossible these days to get high-quality AND affordable leads. And with so many platforms out there like Yelp, Angie’s List, HomeAdvisor, and others fighting for your business, it’s hard to know where to focus your efforts. Funny enough, none of those platforms are on my list today. I do suggest using the free accounts with them though.

Bob Popular - Getting Leads

Google Local Services Ads

This is the newest, and most likely, the most affordable of the 4. You should definitely be using Google Local Services Ads as soon as possible. If you haven’t heard of Google Local Services Ads yet, click here to visit their website.

These relatively new style ads, sometimes called Google Guaranteed or Google Screened, are something I highly recommend if you’re a home services business. They appear at the top of the Google search results page, the leads are cheap, and you only pay for them when a customer gets in touch directly from your ad.


I’m not talking about posting on your personal Facebook page, I’m talking about running ads from your Facebook business page. Facebook ads are a great tool you should be using to generate leads for your home services business. There’s a simple user interface, you can target ads based on location, interests, if they liked your videos, or even if they visited your website before.

You have several different types of ad campaigns to pick from, depending on your goals, but we’re focusing on lead generation campaigns. These types of ads enable customers to fill out forms right on Facebook, without even having to go to your website. You can use tools like Zapier and send those leads directly to your sales team, or your CRM solution. 

There are many companies getting leads on Facebook for just a few dollars, which is pretty crazy. Your cost-per-lead will depend on your target audience, your location, and most importantly your ability to convert with a compelling offer. The best thing to do is start your ad campaign, A-B test, and iterate & improve your ads as you optimize and bring that cost-per-lead down.

Search Engine Optimization

I know, I know. SEO isn’t the easiest or most fun way to spend your time. It takes weeks, even months sometimes, to see results. But SEO has the ability to generate your cheapest and most consistent leads. Once you have it set up and optimized it needs minimal maintenance to keep producing those leads.

If you haven’t heard of SEO before, it’s essentially your ability to rank higher in organic search results. When people are searching for terms related to your business you want to be at the top of page one in the results. The idea is to find the questions that people are asking when they’re looking for your type of business. Then you answer those questions using blogs, podcasts, articles, or videos.

Bob Popular - GMB listings

Google My Business

You might be surprised, but the free tool that beats all the others (in my opinion), one which is usually the most neglected tool for home service businesses, is your Google My Business listing. Yes, the same one you set up ages ago and then promptly forgot about. Your GMB listing should be the cornerstone of your entire digital marketing strategy.

To understand GMB’s power, you need to realize that your online reputation is going to be one of the biggest factors on whether or not a customer chooses you or your competitor. I don’t care if they’ve heard your radio spot, seen you all over Facebook, or even billboards all over town. Eventually, they’re going to check out your online reputation. And your GMB listing is the tool they’ll be using. If you have a reputation of fewer than 4.0 stars and your competitors have a higher one, trust me, your customers will notice and choose a company with a better reputation. This doesn’t just apply to home services businesses, but also to restaurants, barbers, chiropractors, etc. 

So, how do you make your GMB listing work for you? Begin by filling out every single section with up-to-date information. Regularly add fresh posts with pictures and respond to every single review using relevant keywords in your responses. Add as many as 10 relevant business categories. Include all your services, using keywords in descriptions. Whenever Google introduces new GMB features, use them right away. And lastly, report competitors that are cheating and violating Google’s terms of service to rank higher.  

If you start using these four tools you’ll discover a huge potential to generate new leads for your home services business. And you’ll do it without breaking the bank. If you need help with any of these tasks, the experts here at Bob Popular would love to hear from you. Just schedule a Discovery Call below and we can discuss your options.