Contractor Lead Generation: Where High-Quality Leads Actually Come From
We analyzed 12,000 contractor leads. The data on which channels deliver the best closing rates may surprise you.
We pulled data from 12,000 contractor leads across SEO, Google Ads, Facebook, lead aggregators, and referrals. The closing rate by source surprised even us.
Organic SEO leads closed at 38%. Why? They found you first. Trust is built before the first call.
Direct Google Ads leads (not aggregators) closed at 27%. High intent, but more competitive shopping.
Facebook lead form leads closed at 8% — but at one-fifth the cost per lead. The ROI math still works.
Lead aggregator leads (Angi, Thumbtack, HomeAdvisor) closed at just 4%. Why so low? You're competing with 3-5 other contractors on every lead.
The takeaway: own your own demand. SEO, your own PPC, and a real website outperform rented leads every single time.