Contractor Marketing: How to Get More Leads Without Breaking the Bank

The most effective contractor marketing is often free: optimize your Google Business Profile, ask for referrals systematically, collect reviews after every job, and build a simple website. Paid advertising can help but isn't necessary to grow. Word of mouth still drives most residential contractor business—marketing amplifies it.

The Marketing Hierarchy for Contractors

Priority 1: Free/Low-Cost (Start Here)

Priority 2: Moderate Investment

Priority 3: Advanced

Google Business Profile (Free, Critical)

Why It Matters

• Shows up in local search ("contractors near me")
• Displays reviews, photos, contact info
• Free visibility
• Often first impression

Setup Checklist

• Claim and verify your listing
• Complete all business information
• Add accurate service areas
• Select correct categories
• Add business hours
• Upload high-quality photos (10-20+)
• Write compelling business description
• Add services with descriptions
• Enable messaging

Optimization Tips

Photos to include:

• Team/owner
• Completed work (before/after)
• Work in progress
• Equipment/trucks
• Logo

Keep active:

• Respond to all reviews
• Post updates weekly
• Add new photos regularly
• Answer questions

Referral System

Why Referrals Are Best

• Highest quality leads
• Pre-sold (friend recommended)
• Lower acquisition cost
• Higher close rate
• Better clients (self-selecting)

How to Get More Referrals

Ask at the right time:

• After positive feedback
• At project completion
• During final walkthrough
• 3-6 months after completion

Make it easy:

• Provide business cards to share
• Send a text they can forward
• Offer a link to share

Script:

"I really appreciate your business. If you know anyone who might need similar work, I'd be grateful for the referral. Word of mouth is how we grow."

Referral Incentives

Options:

• Gift card ($25-100)
• Discount on future work
• Cash bonus
• Charitable donation in their name
• Simply thank them

Note: Some clients prefer no incentive—just want to help

Review Collection

Why Reviews Matter

• Social proof (people trust reviews)
• Improves Google ranking
• Differentiates you from competitors
• Addresses objections before they ask

How to Get Reviews

Ask immediately after positive feedback:

"I'm so glad you're happy with the work! Would you mind leaving us a review on Google? It really helps us grow."

Make it easy:

• Send direct link to Google review page
• Text the link (higher completion)
• Follow up once if they don't

Timing:

• Ask in person first
• Follow up with link same day
• One reminder after 3 days if needed

Responding to Reviews

Positive reviews:

• Thank them specifically
• Mention something from their project
• Keep it personal, not templated

Negative reviews:

• Respond promptly (within 24 hours)
• Stay professional
• Acknowledge their concern
• Offer to resolve offline
• Never argue publicly

Website Basics

What You Need

Minimum viable website:

• Who you are
• What you do (services)
• Where you work (service area)
• How to contact you
• Photos of work
• Reviews/testimonials

Options by Budget

Don't Overthink It

A simple, clean website with basic information is better than no website while waiting to build the "perfect" one.

Social Media

Where to Be

What to Post

• Before/after photos
• Work in progress
• Tips and advice
• Behind the scenes
• Team content
• Client testimonials (with permission)

Frequency

Consistency matters more than volume:

• 3-5 posts per week is good
• 1 post per week minimum
• Quality over quantity

Don't Expect Magic

Social media rarely generates direct leads for contractors. Its value is:

• Credibility (they check your profile)
• Staying top of mind
• Supporting referrals

Local Advertising

Yard Signs

Cost: $50-200 for signs Placement: Job sites (with permission), your own yard Effectiveness: Low cost, some visibility

Vehicle Wraps

Cost: $2,000-5,000 Effectiveness: Constant exposure, professional look ROI: Hard to measure, but positive impression

Google Ads

Budget: $500-2,000/month Best for: Ready-to-buy leads Key: Target local, specific services Warning: Can burn money fast if not managed well

Facebook/Instagram Ads

Budget: $300-1,000/month Best for: Brand awareness, retargeting Key: Great visual content, narrow targeting

What Usually Doesn't Work

• Yellow pages (dated)
• Radio (expensive, low ROI)
• TV (expensive, low ROI)
• Broad online ads (untargeted)
• Print advertising (most markets)

Marketing Budget

For New Contractors

Year 1: Focus on free channels

• Google Business Profile
• Referrals
• Reviews
• Basic website ($0-500)
• Total: $0-500

For Growing Contractors

When revenue is consistent:

• Everything from Year 1
• Vehicle signage ($200-500)
• Yard signs ($100-200)
• Google Ads (start small, $500/mo)
• Total: $800-1,200/month

Budget Rule of Thumb

Marketing budget: 2-5% of revenue

• $200K revenue → $4,000-10,000/year
• $500K revenue → $10,000-25,000/year
• $1M revenue → $20,000-50,000/year

Measuring Results

Track Lead Sources

Ask every lead: "How did you hear about us?"

• Referral (from whom?)
• Google search
• Social media
• Yard sign
• Website
• Other

What to Measure

Adjust Based on Data

• More budget to what works
• Cut what doesn't
• Test new channels occasionally

FAQ

What's the best marketing for a new contractor?

Google Business Profile (free), asking for referrals, and collecting reviews. These cost nothing and generate the highest quality leads.

How much should contractors spend on marketing?

2-5% of revenue is a common guideline. For new contractors, focus on free channels first. Add paid advertising once you have consistent revenue.

Do contractors need a website?

A simple website helps, but Google Business Profile is more important initially. Many successful contractors run on GBP + referrals alone.

Does social media work for contractors?

It builds credibility and supports referrals but rarely generates direct leads. Don't expect it to replace other marketing—consider it supplementary.

Are Google Ads worth it for contractors?

Can be, if managed well with proper targeting. Start small ($500/month), track results, and scale what works. Easy to waste money if not careful.

How do contractors get their first customers?

Friends/family referrals, free/discounted work to build portfolio, Google Business Profile, neighborhood marketing (door hangers, NextDoor).

The Bottom Line

Contractor marketing priority:

1. Google Business Profile — Claim, complete, optimize (free)
2. Referral system — Ask systematically (free)
3. Review collection — After every job (free)
4. Basic website — Simple is fine ($0-500)
5. Everything else — When revenue supports it

Most contractors can grow on free marketing alone. Paid advertising amplifies what's already working—it doesn't replace fundamentals.

Related: Small Contractor Business Tips | Contractor Client Communication