How do you generate leads as a contractor?
You generate leads through paid ads, your website, and word-of-mouth referrals. Most contractors use all four channels at once, but they don't weight them equally. Here's how to actually run each one without wasting money.
Facebook and Google ads work for immediate jobs
Facebook ads let you target homeowners in your service area by interest and behavior. A concrete contractor might target "deck construction" or "home improvement" within 10 miles. Google ads capture people actively searching for your service—"emergency plumber near me" or "roof repair cost." Facebook costs less per click but attracts less-urgent work. Google costs more but pulls in people ready to hire. Most contractors running both spend 60-70 percent of ad budget on Google and 30-40 percent on Facebook. Track which channel closes jobs faster. If Facebook leads take twice as long to convert, that money is tied up in pipeline.
Your website form is where ads actually convert
Ads drive traffic, but your website form is where leads become actual jobs. Put your form above the fold. Don't ask for 12 fields—ask for name, phone, address, and job type. Anything else delays the lead. If someone fills out a form at 2 PM on a Tuesday, call them within 30 minutes. Most contractors wait hours or days. That kills conversion. Make sure your phone number is clickable on mobile. Seventy-five percent of leads come from mobile now. A slow or broken form means free money walking to your competitor.
Referrals are your cheapest and fastest leads
A referral already knows your work. They're warm from day one. Ask past clients for referrals after every completed job. Offer a small incentive—twenty-five to fifty dollars off their next service, or a small gift card. Track who refers you. Some clients send three jobs a year. Some send none. Focus on the people actually sending work. A roofing contractor getting 30 percent of leads from referrals is healthier than one getting 100 percent from ads, because referral costs almost nothing and converts faster.
You need a system to track where leads come from
Without tracking, you'll keep funding dead channels. When a lead calls, ask how they found you. When they convert to a job, log which source brought them in. After 30 days, look at the data. Which channel brought the most jobs. Which brought the fastest conversions. Which cost the least per job. A plumber might find that Google brings 50 percent of calls but Facebook brings 60 percent of actual jobs—so Facebook deserves more budget. If you're already using a CRM, use its source tracking feature. If not, a simple spreadsheet works fine.
Bottom line
Most contractors are strong in one or two channels and weak in the others. Audit your last 20 jobs—where did they come from. Double down on what's working and cut what isn't.