Exclusive vs shared
Shared marketplace leads go to three or four contractors at once, so you are competing on response speed and price from the first second. Exclusive leads — from your own site, ads, and map listing — cost more up front and close at a far higher rate.
Typical cost per lead
- →Google Business Profile and organic: effectively free once ranking, after the work to get there
- →Google Ads: usually the widest range, driven by your area and how tightly the campaign is built
- →Shared marketplaces: cheap per lead, expensive per job once you factor the close rate
- →Referrals and past customers: the lowest cost and highest close rate you will find
The cheapest leads you already own
Before buying more, look at the ones already in your inbox. Most fence companies quote once and never follow up again. A structured sequence of calls, texts, and emails over two weeks recovers estimates you already paid for.
Our calculator shows what slow follow-up is costing you each month, using your own lead volume and average job value.