Home service contractors often face the challenge of reaching the right customers. A strong lead generation strategy can help you find clients who are actively searching for your services. This article covers the most popular lead generation services that can connect home service businesses with customers, so you can stay ahead of the competition. As search behavior evolves, choosing the right mix of tools is essential for reaching homeowners where they search, scroll, and engage.

Google Business Profile (GBP)

How It Works

Google Business Profile (GBP) is a free tool that lets businesses create an online listing that displays crucial information like contact details, business hours, location, and customer reviews. When people search for services you offer, your profile can appear in Google’s local search results and Google Maps, increasing your visibility.

Pros:

  • Free and easy to set up.
  • Boosts visibility on Google Search and Maps.
  • Simple to manage and update.
  • Encourages customer reviews that build credibility.
  • Drives Local Engagement:
    • 46% of Google searches have local intent like “AC repair near me.”
    • 76% of local mobile searches lead to a store visit within a day.
    • 28% of these visits result in a purchase within 24 hours.

Cons:

  • Requires regular updates and management to stay effective.
  • It may take time to rank well in search results.
  • Limited control over customer reviews and ratings.
  • Surprisingly, 40% of small businesses haven’t fully optimized their GBP, leaving opportunities wide open for those who do.

Cost Structure

  • Entirely free to use.
  • Optimized profiles can significantly increase local traffic without advertising spend.
  • Even a modest 5% increase in click-through rate can translate to $1,000–$2,500 in monthly revenue (depending on average job size).
  • When combined with Google Ads, businesses can see 200–400% ROI.

Who This Is Best For

GBP is ideal for all home service contractors looking to boost local visibility and drive organic traffic. It’s especially valuable for smaller operations or those with limited marketing budgets.

Real User Experiences

  • Optimizing GBP listings boosts local search visibility and call volume.
  • Complete profiles (with photos, hours, services) receive up to 7x more clicks and calls than incomplete ones.
  • Key to impact: keeping info current and actively managing reviews.
  • Average monthly activity per listing (Google Business Profile Insights):
    • 1,028 branded searches
    • 1,944 discovery searches
    • 400+ website clicks
    • 350+ calls
    • 300+ direction requests
  • Listings with 4+ stars get 33% more clicks on “Call” and “Website” buttons, underscoring the value of strong review management.

Google Ads & Google Local Service Ads

How It Works

Google Ads allows contractors to run targeted pay-per-click (PPC) ads across Google Search, Display, YouTube, and partner websites. Google Local Service Ads (GLSA) is a specific type of ad designed for service-based businesses, putting you at the top of local searches for specific services with a “Google Guaranteed” badge, adding instant trust.

Pros:

  • Fast visibility so you can get in front of potential customers immediately.
  • Flexible budgeting to control how much you spend.
  • Highly targeted to reach users based on location, service type, and search intent.
  • Google Guaranteed badge with GLSA builds trust and credibility.

Cons:

  • Can be expensive if not managed properly.
  • Requires ongoing investment for long-term success.
  • High competition in busy markets can drive up costs.

Cost Structure

Google Ads:

  • Operates on a pay-per-click (PPC) model: you pay each time someone clicks your ad.
  • Average cost-per-click (CPC) in home services: ~$4.66
  • Average conversion rate: 6.98%
  • High-demand keywords can have significantly higher CPC, for example:
    • “HVAC repair” – $71.47 CPC
    • “Air conditioning repair” – $68.75 CPC
    • “Furnace repair” – $65.00 CPC
    • “HVAC near me” – $65.00 CPC
    • “AC repair” – $62.32 CPC
  • High CPC reflects urgency and value of leads.
  • Need to balance ad spend with ROI carefully, targeting high-intent keywords at premium prices.

Google Local Service Ads (GLSA): Follows a pay-per-lead model. Cost per lead (CPL) in competitive industries like HVAC, plumbing, and legal often exceeds standard benchmarks. This is driven by several key factors:

  • High Demand & Seasonality: HVAC services experience significant spikes in search volume during peak summer and winter months, intensifying competition for leads.
  • Aggressive Bidding Dynamics: Businesses set their own bids in GLSA, leading to cost fluctuations based on competitor activity and demand.
  • Google Guaranteed Badge: While companies with this badge report up to a 15% higher contact rate, it also raises competition, increasing CPL.
  • Market Competition: The more businesses bidding on the same keywords or lead sources, the higher the cost per lead, especially in urban areas where competition is densest.
  • Lead Source Variability: CPLs differ depending on whether leads come from PPC campaigns, GLSA, or third-party providers.
  • Conversion Rate Considerations: Higher-quality leads often come with a higher CPL but may offer better ROI through increased conversion rates.
  • Geographic Differences: Urban areas tend to have higher CPLs than rural markets due to increased advertiser density and competition.

Who This Is Best For

Google Ads and GLSA work best for contractors ready to invest in paid advertising to achieve quick, targeted results. If you’re seeking rapid growth and have expertise in managing ad budgets, Google Ads is a solid choice. For simpler, more predictable costs, GLSA is ideal.

Real User Experiences

Contractors typically see immediate visibility with Google Ads and GLSA. Proper targeting and keyword research are crucial; otherwise, costs can quickly add up without substantial ROI. Successful users often combine both Google Ads and GLSA for maximum coverage.

Angi Ads & Angi Leads (formerly Angie’s List & HomeAdvisor)

How It Works

  • Angi Ads: Subscription-based advertising that promotes contractor profiles as premium listings on Angi’s platform. Focuses on brand presence and consistent visibility within Angi’s 18+ million monthly user base.
  • Angi Leads: Pay-per-lead model delivering real-time homeowner requests matched by service type and location. Contractors pay for each lead delivered and compete with other providers for conversions.

Pros:

  • Access to one of the largest homeowner networks in the U.S., with over 20 million monthly users searching for home services.
  • Angi Ads help build brand awareness and trust through verified reviews, project photos, and premium positioning.
  • Angi Leads provide fast lead delivery, allowing contractors to respond quickly to active service requests.
  • Subscription model offers predictable visibility, while leads model targets direct conversions.

Cons:

  • Lead quality varies significantly; Angi Leads are typically shared with multiple contractors (up to 4+ per lead), increasing competition.
  • Angi Ads subscription costs can be high, and there’s some lack of transparency on ad ranking and ROI.
  • Complaints regarding lead billing and screening transparency are common among contractors.
  • Some negative consumer perceptions remain about Angi’s lead platform due to inconsistent lead quality.

Cost Structure

  • Angi Ads: Monthly subscription fees range from $300 to $1,000+, depending on service category and market size.
  • Angi Leads: Pay-per-lead pricing varies between $15 and $100+ per lead, with contractors usually spending $300 to $500 minimum per month.

Who This Is Best For

  • Contractors seeking to build a strong brand presence with Angi Ads alongside direct lead generation from Angi Leads.
  • Businesses able to respond rapidly to leads and manage the competitive bidding environment.
  • Those looking for a combination of brand awareness and volume-driven lead acquisition.

Real User Experiences

  • Some contractors report steady, high-quality calls and business growth, especially when combining subscription ads with lead purchases.
  • Others experience inconsistent ROI, citing issues with lead quality and billing practices.
  • Contractors who actively manage and filter leads tend to perform better on the platform.

Porch & Houzz

How It Works

  • Porch: A home services marketplace connecting homeowners with local contractors. Porch offers a platform for contractors to showcase portfolios, receive reviews, and bid on homeowner requests. The service integrates with large retailers like Lowe’s for increased exposure.
  • Houzz: Primarily a home design and remodeling inspiration site, Houzz also functions as a lead generation platform. Contractors create profiles featuring project galleries, reviews, and direct messaging to connect with interested homeowners.

Pros:

  • Porch has strong integration with retail partners, enhances visibility; users often come with higher purchase intent.
  • Houzz has rich visual portfolios that help contractors attract clients looking for specific styles or remodeling ideas.
  • Both platforms enable contractors to build trust via detailed reviews and project showcases.
  • Access to a targeted audience actively researching home improvement projects.

Cons:

  • Both platforms have competitive bidding on leads, leading to variable lead quality and pricing.
  • Lead costs can be higher than other platforms due to the curated nature of homeowner requests.
  • Conversion rates vary, and some contractors find it challenging to scale campaigns profitably.
  • Houzz’s audience is more niche, focusing on design-savvy homeowners, which may limit general lead volume.

Cost Structure

  • Porch: Lead pricing ranges from $30 to $150 per lead, with monthly minimums often required for consistent access.
  • Houzz: Leads typically cost $40 to $120 each, depending on project type and market competition.
  • Both platforms offer premium profile features at additional cost to boost visibility and attract more leads.

Who This Is Best For

  • Contractors specializing in remodeling, design-focused projects, or integrated retail referrals (Porch).
  • Businesses looking to showcase high-quality portfolios and attract visually driven clients (Houzz).
  • Those able to manage higher lead costs for more qualified homeowner inquiries.

Real User Experiences

  • Contractors often praise Porch for steady lead flow and beneficial retail partnerships but note lead costs can escalate quickly.
  • Houzz users value the ability to present detailed project work and connect with design-conscious homeowners but report mixed ROI depending on the market.
  • Both platforms require active lead management and strong follow-up to maximize returns

Yelp For Business

How It Works

  • Popular local discovery platform driven by user reviews and ratings.
  • Offers free profiles with the option to run paid ads and enhanced listings.

Pros:

  • Access to a large, highly engaged user base focused on local service searches.
  • Ability to actively manage your online reputation by responding to reviews.
  • Cost-effective compared to many other lead generation services, especially with free basic listings.
  • Built-in review and rating system that helps build trust and credibility among potential clients.

Cons:

  • Negative reviews can impact your reputation if not addressed promptly and effectively.
  • Paid advertising is often necessary for increased visibility in competitive areas, with costs that can vary widely.
  • Some contractors report that lead quality may fluctuate, depending on market and ad spend.
  • Additional features, such as posting updates from a business page, require extra investment.

Cost Structure

  • Free basic listing includes:
    • Business profile
    • Customer reviews
    • Click-to-call functionality
  • Paid advertising (CPC model):
    • Ranges from $0.30 to $40+ per click
    • Influenced by:
      • Location
      • Business category
      • Competition
  • Minimum ad spend:
    • Around $5/day (~$150/month) for sponsored placements
  • Optional upgrades:
    • Daily page enhancements cost about $1/day

Who This Is Best For

  • Ideal for contractors in competitive markets seeking increased local visibility and more qualified leads.
  • Best suited for businesses that actively manage customer relationships, promptly respond to reviews, and encourage positive feedback.
  • Paid ads often improve results but require consistent profile engagement and ongoing performance management.

Real User Experiences

  • Positive outcomes reported when Yelp profiles are actively managed, businesses respond to reviews consistently, and customer service remains strong.
  • Challenges include high ad costs in saturated markets and lead quality not always aligned with spend.
  • Success depends on balancing free tools with a smart ad strategy.

NextDoor

How It Works

  • Neighborhood-centric social network connecting homeowners and local businesses.
  • Contractors can:
    • Set up business profiles.
    • Promote services directly within specific neighborhoods.
    • Participate in discussions and engage with nearby residents.
  • Emphasizes localized interactions to build trust and relationships within defined geographic areas.

Pros:

  • Highly focused on specific local areas, making it ideal for contractors targeting precise ZIP codes.
  • Trusted for neighborhood recommendations and word-of-mouth marketing, enhancing credibility.
  • Offers affordable advertising options with flexible budgets, often starting as low as $5 to $10 per day.
  • Enables contractors to build community trust through authentic engagement and local presence.

Cons:

  • Geographic reach is limited to neighborhoods, which can restrict growth if broader regional targeting is needed.
  • Building a strong reputation requires consistent time and effort through participation in local discussions.
  • Scaling campaigns beyond a few contiguous neighborhoods can be challenging and may reduce ROI.

Cost Structure

  • Free tools available (business profiles and community posting options).
  • Paid advertising options:
    • Self-service platform.
    • Budget-based bidding model.
    • Hyper-local ZIP code targeting.
  • Costs per click/impression vary by market.
  • Advertisers report strong ROI when focused on a few adjacent neighborhoods.

Who This Is Best For

  • Ideal for contractors who focus on hyper-local clients and prioritize building trust and visibility within specific communities.
  • Not suited for those needing regional or national reach quickly.

Real User Experiences

  • Contractors report success in generating local leads and building trust through active participation (not just ads).
  • Less effective for those wanting to scale across broader regions.

Apple Maps (Apple Business Connect)

How It Works

  • Apple Maps is a location-based service integrated across Apple devices: iPhones, iPads, Macs, and Apple Watches.
  • Businesses create listings via Apple Business Connect to appear in local searches.
  • Default navigation app for iOS users, offering high local visibility.

Pros:

  • High visibility within Apple’s ecosystem, which includes a global monthly user base of around 500 million active users.
  • Free to set up and claim a business listing, making it a cost-effective option for local contractors.
  • Integrates seamlessly with Apple’s Siri voice assistant and native Apple Maps search functions, improving the chances of discovery via voice and map queries.
  • Strong mobile-first platform, ideal for reaching customers on iPhones and iPads.
  • Holds the position as the second most popular mobile navigation app globally, with approximately 10–12% market share, right behind Google Maps.
  • Leverages a massive audience of over 2.2 billion active Apple devices worldwide.

Cons:

  • Limited to iOS users, which excludes Android users and may not encompass your entire potential client base.
  • Despite its size, Apple Maps tends to be less popular among contractors compared to platforms like Google Maps and Google My Business for lead generation.
  • Requires accurate and regularly updated business information to maintain visibility and ranking.

Cost Structure

Apple Maps is entirely free to use when it comes to setting up and claiming your business listing—there are no charges for basic presence or updates.

Who This Is Best For

  • Ideal for contractors seeking a no-cost method to boost their local online presence.
  • Considering there are more than 82 to 110 million unique U.S. Apple Maps users accessing the service monthly in 2024, getting your business listed here ensures you’re visible to a significant audience.
  • Neglecting to list on Apple Maps could mean missing out on roughly 25–35% of mobile mapping traffic in the U.S., which the platform powers.

Real User Experiences

  • Contractors find Apple Maps useful for local brand presence.
  • Typically generates fewer direct leads than Google Business Profile.
  • Works best when integrated into a broader digital marketing strategy to capture a wider share of local search traffic.

Bing Places For Business

How It Works

Bing Places allows contractors to list their business on Bing Search and Bing Maps, providing local search visibility similar to Google Business Profile.

Pros:

  • Free to set up and manage.
  • Expands your reach to Bing’s unique user base.
  • Local visibility through Bing Maps.

Cons:

  • Smaller user base than Google.
  • Limited advanced features.
  • Generates less traffic overall.

Cost Structure

  • Bing Places is entirely free, making it a cost-effective way to tap into Bing’s audience.
  • Combining Bing Places with paid Microsoft Ads can increase your exposure while keeping costs low, often 10–15% lower cost per lead than Google.

Who This Is Best For

  • Ideal for contractors looking to grow local visibility without spending more.
  • Effective in areas where Bing is popular or where Windows default search settings dominate.

Real User Experiences

  • Contractors report a 15–25% increase in direct calls and direction requests after optimizing their Bing profiles.
  • Less competition often leads to better organic visibility than on Google.
  • Bing holds a 7.87% desktop search share in the U.S. and 3.31% globally—still representing millions of potential searches.

Microsoft Ads

How It Works

Microsoft Ads (formerly Bing Ads) is a PPC advertising platform that lets contractors run ads on Bing, Yahoo, MSN, and syndicated partner sites. With lower competition than Google, it provides cost-effective exposure to a distinct audience segment, often skewing older and more affluent.

Pros:

  • Lower cost-per-click (CPC) compared to Google Ads—33% cheaper on average.
  • Broad reach across Bing, Yahoo, and other Microsoft properties.
  • Cost-effective entry with room to test and scale.
  • Complementary reach—drives 5–15% incremental volume when paired with Google Ads.
  • Less competition in many service categories.

Cons:

  • Smaller audience compared to Google.
    • Microsoft Ads reaches 37.5% of U.S. desktop searches, compared to Google’s 92% market share.
    • Globally, Microsoft Ads processes 7.2 billion searches per month, while Google handles over 100 billion.
    • Despite the smaller reach, Microsoft Ads connects with 44 million unique searchers that Google does not reach.
  • Requires strategic management for best results.
  • Can be challenging for beginners to optimize effectively.

Cost Structure

Microsoft Ads operates on a PPC model, with an average cost-per-click (CPC) of $1.54, significantly lower than Google Ads. However, campaigns still require careful management to achieve high ROI.

Who This Is Best For

Ideal for contractors who want to diversify their paid advertising efforts and reach a different segment of search users. Microsoft Ads are especially effective for reaching older homeowners with higher disposable incomes.

Real User Experiences

Contractors who experiment with Microsoft Ads often find the lower CPC appealing, although optimizing for strong ROI may take some trial and error. Those who get it right report solid lead volume at a reduced cost compared to Google.

The Future Of Lead Generation in Home Services

The rise of AI-powered search tools—like ChatGPT, Google’s AI Overviews, and AI Mode Search—is reshaping how homeowners find service providers. Traditional search engines aren’t going away, but they’re being transformed by AI assistants that deliver faster, more personalized answers. This evolution doesn’t eliminate SEO; it expands it. Contractors must now combine traditional Search Engine Optimization (SEO) with Generative Search Optimization (GEO), a newer strategy that ensures visibility in AI-driven platforms where trust, authority, and relevance matter most.

Why Visibility Beyond Google Matters

AI tools pull data from a wide range of sources: business listings, directories, review sites, social media, and more. Relying solely on Google rankings is no longer enough. To stay competitive, home service businesses must ensure they’re visible across the entire digital ecosystem—anywhere AI might look for credible information. That means maintaining up-to-date profiles, strong reviews, and consistent branding across all platforms.

Rethinking Your Marketing Strategy for AI Search

Home service business owners must move beyond the old website-centric marketing mindset. AI search often bypasses websites entirely, surfacing information from review platforms, directories, and public profiles. Success now depends on being everywhere AI looks—and being seen as trustworthy once you are. That means focusing on metrics like reputation scores, listing engagement, brand mentions, and visibility in AI-generated responses.

Stay Ahead of the Curve With Optic Marketing Group

The future of search is here, and it’s powered by AI. If you’re ready to expand your digital strategy and stay visible where it matters most, contact Optic Marketing Group today. We’ll help you build a lead generation and marketing ecosystem designed for the next generation of search.