Local lead generation.
For contractors who book jobs.
Every month.
Local lead generation for contractors and blue-collar trades doing $250K to $5M. Google Ads (Local Services + Search), Meta Ads, Google Business Profile management, and local citation management, working together to put your phone in front of homeowners ready to buy. Built to work across the trades.
If we don't deliver on our guarantee in the first 60 days you get a full refund on your service fee. No questions. No hastel. That's it, period.
We build ads that book jobs.
This is what real paid ads look like when they are built by a team that understands contractors and blue-collar trades. Creative, targeting, and landing pages working together to turn clicks into booked appointments, not just impressions.
Every ad we run is built for the local home services buyer: clear offers, real urgency, and a direct path to scheduling. No fluff. No wasted budget. Just leads that show up.
The four levers behind every booked job.
Paid ads on Google and Meta, plus the local foundation that makes them cheaper. Which of these we run, and in what order, depends on your trade and market.
Google Ads for contractors
Google Local Services Ads sit above every other Google result and charge per lead, not per click. Search campaigns capture high-intent queries like 'AC repair near me' or 'emergency plumber' with campaigns segmented by service line, never one bloated catch-all.
- LSA account verification and management
- Search campaigns segmented by service line
- Call tracking and lead attribution
Facebook and Meta Ads for contractors
Meta earns its budget on seasonal and non-emergency demand across the trades: pre-summer tune-ups, pre-winter checks, repipes, water heater replacements, panel upgrades, maintenance plans. Paired with retargeting so you stay in front of people who already showed interest.
- Seasonal campaigns tuned to your market
- Trade-specific creative and offers
- Retargeting across Facebook and Instagram
Google Business Profile management
Your Google Business Profile rating and completeness directly drive your Local Services Ads rank and your Map Pack visibility. We audit it, fix categories, photos, services, and Q&A, and actively manage reviews so you rank higher for free before any ad dollar is spent.
- Full GBP audit and cleanup
- Category, service, and photo optimization
- Review generation and response management
Local citation management
Consistent name, address, and phone number across the local web is what tells Google you're a real business in a real service area. We audit your citations, fix duplicates and mismatches, and build the ones that move the needle for local SEO in your market.
- Citation audit and cleanup
- NAP consistency across top directories
- Ongoing citation building
Keep your phones ringing.
When LSA, Search, and Meta are working together, the office line and the shop cell both light up. More booked jobs on the schedule. Less time chasing referrals.
See how we ran this playbook for a regional HVAC contractor that had grown for a decade on referrals alone.
PPC, LSA, and Meta. Run what fits your shop.
There are no tiers here. There are three paid channels, and the right mix depends on your trade, your market, and the kind of work you want on the schedule. Here is what each one actually does.
Google Local Services Ads
Pay per lead, not per click.
LSA sits above every Google Ad and every organic result, carries the Google Guaranteed badge, and bills you per lead instead of per click. Your Google Business Profile rating and review volume drive your rank, so we clean that up before a dollar goes out the door.
Emergency and urgent demand where a homeowner is calling the first credible name they see: plumbing, HVAC, electrical, garage door, restoration, locksmith.
Not every trade or every market is LSA eligible, and lead volume is capped by how much demand your service area actually produces.
Google PPC (Search Ads)
Buy the exact searches you want.
Traditional Search targets high-intent queries like 'AC repair near me', 'panel upgrade cost', or 'kitchen remodel contractor'. Campaigns are segmented by service line, never one bloated catch-all, and every click lands on a page built to convert for that service.
Trades LSA does not cover, higher-ticket services with real research behind them, and shops that have already maxed out the lead volume LSA can produce.
You pay for the click whether or not it turns into a call, so it needs tight negative keywords, call tracking, and a real landing page behind it.
Meta Ads (Facebook + Instagram)
Create demand instead of waiting on it.
Nobody scrolls Facebook hoping to find a plumber. Meta works when you put a reason in front of someone before they were looking: a seasonal tune-up offer, a financing option on a replacement, a maintenance plan, or a retargeting ad chasing people who already visited your site.
Seasonal and planned work, promotions and financing offers, remodel and replacement work with a long consideration window, retargeting, and recruiting techs.
It rarely converts on true emergency work, and it takes longer to prove out than LSA because you are building demand rather than catching it.
Start where the intent already is.
The simplest way to think about it: if people are already searching for what you do, buy that search. If they are not, you have to create the reason. Everything below follows from that one question.
| Google LSA | Google PPC | Meta Ads | |
|---|---|---|---|
| What you pay for | Per qualified lead | Per click | Per impression or click |
| Buyer intent | Highest, ready to book now | High, actively searching | Low to medium, you create the reason |
| Speed to first lead | Days, once verified | Days | Weeks, needs creative and learning |
| Best fit work | Emergency and urgent calls | Researched and higher-ticket jobs | Seasonal, promo, replacement, recruiting |
| Where it falls flat | Capped volume, not every trade qualifies | Wasted clicks without tight targeting | True emergency demand |
| Needs a landing page | No, leads come through Google | Yes | Yes |
What we'd recommend, and why.
Start with LSA. Add Search. Meta last, if at all.
Plumbing, HVAC service, electrical, restoration
When a water heater bursts or the power is out, nobody scrolls Facebook. They search, they call the first credible name. LSA gets you there cheapest per booked job. Once LSA is capped out on volume, Search picks up the overflow queries LSA does not serve.
Search first, Meta second.
Remodeling, concrete, fencing, specialty contracting
If LSA is not available in your category or your market, Search becomes your intent channel. Meta then works the top of the funnel with project photos and financing offers, because these buyers shop for weeks before they call anyone.
Meta leads, Search supports.
Tune-ups, maintenance plans, water heater and panel upgrades, pool openings, roof inspections
This work is not urgent, so almost nobody is searching for it. Meta puts the offer in front of the right homeowners four to six weeks ahead of the season, and Search catches the ones who go looking after they see it.
Add Search, then Meta retargeting.
Established shops with full LSA volume and room on the schedule
LSA volume is limited by your market. When you have taken all of it and still have trucks to fill, Search buys the queries LSA never showed you, and Meta retargeting keeps you in front of everyone who visited and did not call.
One channel first. Layer the next when it earns it.
We would rather run one channel that produces booked jobs than three that produce a nice-looking report. On the discovery call we work through your trade, your market, and your numbers, then pick the starting point together.
- 01
Your trade and job mix
Emergency work, planned work, or a split. This alone rules one or two channels in or out.
- 02
LSA eligibility
We check whether your category and market qualify, and what lead volume is realistically available.
- 03
Market size and ticket
A small market with high ticket work is a different plan than a metro with high volume and thin margins.
- 04
Current lead flow
Where jobs come from today, what your GBP looks like, and what is already working before we add spend.
- 05
Launch one, then layer
We turn on the best-fit channel, track cost per booked job, and only add the next channel once the first is producing or capped.
Cheapest lead first.
We get your GBP and citations clean in week one, then launch whichever channel produces the cheapest booked job for your trade. For most urgent-demand shops that is LSA. For everyone else it is Search or Meta. Booked-job data decides what we layer in after that, not a preset tier.
Good to know
- Ad spend is paid by you directly to Google and Meta. It never passes through HLM.
- ClickFunnel pages are built during onboarding and optimized continuously.
- Citation and GBP management run alongside whichever ad channels you start with.
- Monthly content shoots are a separate service. See Brand Authority.
Questions we get every week.
Which channel should I start with?
For most trades with urgent demand, LSA. You pay per lead instead of per click, and it's the shortest path to a booked job. If your trade or market isn't LSA eligible, we start with Google Search. If your work is seasonal or planned rather than urgent, we start with Meta. We make that call together on the discovery call based on your trade, market, and ticket size.
Can I run just one channel?
Yes, and most shops should at first. Running one channel well beats running three badly. We start where your demand actually lives, prove it produces booked jobs, then layer the next channel only when the first one is capped or your schedule has room.
Do I pay HLM for ad spend too?
No. Ad spend is paid directly by you to Google or Meta and never passes through HLM. Our management fee is separate and billed monthly. You'll always know exactly what's going to the platform vs. what's going to us.
Why not run Meta for emergency work?
Because intent isn't there. When a homeowner's water heater dies or their power goes out, they search Google, they don't scroll Facebook. Meta earns its budget on seasonal and planned work across the trades: pre-summer tune-ups, pre-winter checks, repipes, water heater replacements, panel upgrades, roof inspections, maintenance plans, plus retargeting and recruiting.
What if LSA isn't available for my trade or market?
Then we skip it. LSA doesn't cover every category, and in some markets the lead volume isn't worth the setup. In that case Google Search becomes your intent channel and Meta builds demand around it. We tell you up front rather than selling you a channel that can't work.
How do you split budget across channels?
By where the booked jobs are coming from, not by a fixed formula. We start with one channel, watch cost per booked job, and move budget toward what's working. Emergency-heavy trades usually end up weighted to LSA and Search. Seasonal and replacement work usually ends up weighted to Meta.
What if my GBP is a mess or I don't have one?
We fix it before spending ad budget. We audit your existing profile, fix categories, photos, services, and Q&A, and actively manage reviews. Your GBP rating directly drives your LSA rank and your Map Pack visibility, so it's the cheapest lead source you own.
What about photos and video for the ads and landing pages?
That's a separate service: Brand Authority. Lead Generation runs campaigns with whatever assets you have. If you want pro photography, video, and brand voice deployed across your ads and landing pages, add Brand Authority on top.
What's the contract length?
Month-to-month. We don't lock anyone into long contracts because we'd rather earn the renewal every month with booked jobs than trap you in a 12-month agreement.
Which trades do you work with?
We run the same local lead generation playbook for blue-collar trades across the board: HVAC, plumbing, roofing, electrical, remodeling, landscaping, garage door, restoration, and more.
What is local lead generation?
Local lead generation is the mix of paid and owned channels that puts your business in front of homeowners in your service area. For us that means Google Local Services Ads, Google PPC (Search), Meta Ads, Google Business Profile management, and local citation management, in whatever combination fits your trade and market.
