Lead volume is arithmetic: ad budget divided by cost per lead. What actually varies is cost per lead, and that's driven by your trade, your city, your competition and how good your landing page is.
What drives volume
Leads aren't jobs
The number that pays your wages is booked jobs, and that depends on your close rate far more than on lead volume. Two businesses buying identical leads can book wildly different amounts of work.
Before buying more leads, count your missed calls
Check how many enquiries go unanswered. Fixing missed calls can deliver more booked jobs than a budget increase.
What changes your lead volume
- Service area size — more suburbs means more available searches
- Season — hot water in winter, air conditioning in summer, roofing after storms
- Review count — better reviews mean higher click-through and cheaper leads
- Landing page quality — a dedicated page usually converts better than a homepage
- Competitor activity — a new advertiser in your area lifts costs for a few weeks
Frequently asked questions
Want this working for your business?
Tell us your trade and area. We'll look at the search demand in your area, explain how pricing works, and tell you honestly whether we can help.
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