How Do Contractors Get Leads? (And Keep the Ones They Already Get)
The short answer
Most GTA contractors get leads from five places: their Google Business Profile and reviews, their website, referrals from past customers, Google's Local Services Ads, and marketplaces like HomeStars. The ones who grow fastest aren't always the ones with the most leads. They're the ones who answer quickly and follow up on every quote.
So before you spend another dollar on getting more leads, fix the leak.
Fix the leak first
Picture a normal week. A homeowner calls while you're on a roof. Someone fills out your quote form on Saturday night. You send a $14,000 estimate and never hear back. Every one of those was a lead you already paid for, in ad money, in referrals or in years of good work. Most of them don't need a better ad. They need a reply.
Three leaks show up again and again:
- Missed calls. If a caller gets voicemail, they often just call the next company. Missed Call Text Back sends them a text the moment you miss them, so the conversation starts anyway.
- Slow form replies. A form that lands in an inbox you check on Fridays is a form that goes cold. An instant text reply tells the person you got it.
- Quotes that go quiet. "Let me talk to my wife" is not a no. One or two friendly check-ins after you send a quote win a lot of jobs that would otherwise drift away.
Plug those first, and every other channel on this page works better.
Free channels you own
Your Google Business Profile
When someone searches for a contractor near them, the map results are often the first thing they see. Fill out every part of your profile: the right categories, your service area, your hours, real job photos and a description of what you actually do. Post new photos regularly. It costs nothing but time.
Google reviews
Reviews are what people read before they call. They also help your profile stand out next to everyone else's. The trick is boring: ask every customer, every time, right after the job. Here's how to get more Google reviews without breaking Google's rules.
Your website
Your Google profile gets you seen. Your website is where people decide. It should load fast on a phone, show your work, list the areas you serve, and make it dead easy to call or ask for a quote. Wondering what that should cost? See how much a contractor website costs in Canada.
Referrals and past customers
Your past customers already trust you. Most contractors never message them again. A spring or fall check-in, a referral thank-you, or a seasonal reminder (furnace tune-ups, gutter cleaning, snow contract renewals) brings back work you'd otherwise lose to whoever knocked on their door first. In Canada, commercial texts and emails fall under CASL, so check the CRTC's guidance on consent before you send.
Paid channels
Google Local Services Ads
Local Services Ads show up at the top of Google for eligible trades, and you pay per lead instead of per click. You need to pass Google's verification first. Our guide to Google Local Services Ads in Canada covers which trades qualify and what leads tend to cost.
Google Search ads
Search ads let you pick exactly which jobs and areas to show up for, like "flat roof repair Leslieville" instead of "roofer". They need a good landing page and someone watching the budget. Done badly, they burn money fast.
HomeStars and other marketplaces
Marketplaces can add volume, especially when you're new. You'll usually be one of several contractors talking to the same homeowner, though, and the reviews you earn there live on their platform. We wrote a fair look at whether HomeStars is worth it.
A simple weekly lead routine
You don't need a marketing department. You need about 30 minutes a week:
- Monday. Look at every open quote from the last two weeks. Follow up on the ones that went quiet.
- After every job. Ask for a review, take two photos and add them to your Google profile.
- Once a month. Send past customers one useful message, like a seasonal reminder or a referral offer.
- Every day. Answer every missed call and form the same day. If you can't, make sure something answers for you.
Where WorkWon fits
WorkWon automates most of that routine. You get a 10 to 20 page website, Automated Lead Follow Up on forms and quotes, Missed Call Text Back, a review system that asks every customer for a Google review (up to 4 reminders), and One-Click Marketing Campaigns for your past customers. See the trades we build for, or our page on contractor marketing in Toronto.
Pricing
All of it comes as one plan, so you're not paying for five separate tools.
- $247 a month, billed yearly ($2,964).
- Or $297 month to month.
- Google Ads are separate.
How it works
- Demo call. 20 minutes.
- Build. 7 to 10 days.
- Launch call. 25 minutes.
Want the leads you already get to stop slipping away? Book a call.
“Kevin at Work Won is top tier professional. We had him help us migrate and activate our website, reactivate our lead pipeline, and make everything run smoothly.”
Frequently Asked Questions
What's the cheapest way for a contractor to get leads?
A complete Google Business Profile, steady reviews and a referral habit with past customers. They cost time rather than ad spend, and they keep working after you stop paying attention.
Are shared leads from marketplaces worth it?
Sometimes. They can fill gaps, but you're often competing with other contractors for the same homeowner. Track what each booked job actually cost you before you commit.
How fast should I reply to a new lead?
As fast as you possibly can. The homeowner is usually contacting several companies at once, and the first useful reply tends to get the visit.
Should I run Google Ads or Local Services Ads first?
If your trade is eligible for Local Services Ads, many contractors start there because you pay per lead. Search ads give you more control over which jobs you target.
Do I need a website to get leads?
Not strictly. A Google profile alone can bring calls. But a website gives people somewhere to check you out, lets you target specific jobs and areas, and catches leads after hours.
