Getting new customers is one of the hardest parts of running a construction business. Word of mouth and referrals are great, but they're not always enough to keep your schedule full. Here are some simple ways to find more leads and stay ahead of the competition.
1. Run Google Ads for Your Local Area
When someone needs a contractor, the first thing they usually do is search on Google. They type in something like "kitchen remodeling in Dallas" or "bathroom contractor near me." Google Ads lets you pay to show up at the top of those search results, so your company is one of the first options they see when searching.
One trick is to focus on your specific area. Instead of trying to show up for searches all over the country, you target just the cities and neighborhoods you actually work in. This is called "hyper-local" advertising, and it works really well for construction companies.
Getting Started with Construction Ads
Let's say your company is based in Boise, Idaho. You would set up ads to appear when people search for things like:
- "Boise kitchen remodeling"
- "Bathroom contractor in Boise"
- "Home additions Boise Idaho"
You only pay when someone clicks on your ad, and you can set a daily budget so you never spend more than you're comfortable with. Start small with $20-50 per day, see what works, and go from there. There are plenty of resources to help business owners get started with Google Ads, here are a few to help you get a head start:
- Google: How to set up your first Google Ads campaign
- Coursera: Google Ads for Beginners
- YouTube: Google Ads Tutorial for Beginners [Updated for 2025]
2. Use Clay to Find Homeowners in Your Area
Google Ads help you reach people who are already searching for a contractor. But what about homeowners who might need your services but haven't started looking yet? That's where a tool called Clay can come and help.
Think of Clay as a way to build a list of potential customers. You tell it what kind of person you're looking for, where they live, what their occupation is, and more data that could indicate a person is a potential future client. Clay finds those people and gives you their contact information so you can market towards them.
How This Helps Your Business
Once you have a list of homeowners in your area, you can reach out to them directly. This could be through email, direct mail, or even a phone call. The key is to make your message personal and helpful.
For example, you might send a letter to homeowners in a neighborhood where you just finished a project. You could mention that you were working nearby and offer a free estimate for anyone thinking about updates. This kind of outreach works because it feels personal, not like junk mail.
3. Show Off Your Work on Social Media
Some of the most successful residential contractors today are getting a big chunk of their leads from Instagram, Facebook, and even TikTok. One major reason is: people love looking at before-and-after photos of construction projects.
When you post pictures and videos of your work, you're showing potential customers exactly what you can do. It builds trust before they ever pick up the phone. And unlike paid ads, posting on social media is free.
What to Post
You don't need to be a professional photographer or spend hours editing videos. Here are some easy ideas:
- Before-and-after photos. Take a picture when you start a job and another when it's done. People love seeing the transformation.
- Quick videos from the job site. Even a 15-second clip of tile being laid or a cabinet going in can get a lot of views.
- Photos of your team. Homeowners want to know who's coming to their house. Showing your crew makes your company feel more trustworthy.
- Happy customer testimonials. If a customer says something nice, ask if you can share it. A quick quote or short video review goes a long way.
Keep It Simple
You don't need to post every day. Even 2-3 posts per week can make a difference. The most important thing is to be consistent and always include your location by tagging your city or neighborhood so local homeowners can find you.
Start With One and Build From There
You don't have to do all three of these at once. Pick the one that feels most manageable and give it a try:
- Need leads fast? Start with Google Ads.
- Want to reach homeowners directly? Try Clay.
- Want a free way to build your reputation? Start posting on social media.
The contractors who stay busy aren't always the best builders, they’re often just the ones who are easiest to find. These three strategies will help more homeowners find you. And once those leads start coming in, you'll need a good system to keep track of them. A construction CRM can help you follow up with every inquiry, send professional estimates, and make sure no potential job slips through the cracks.
