The Problem With Shared Leads
Lead generation sites make money by selling the same enquiry to as many tradespeople as possible. Here is why that model works against you.
The same lead goes to 3–5 tradespeople
When a customer submits an enquiry on a lead generation site, that enquiry gets sold to multiple tradespeople at once. You are competing before you have even picked up the phone.
You pay per lead regardless of quality
You get charged whether or not the lead turns into a job. Time-wasters, tyre-kickers, and customers who already chose someone else — you pay for all of them.
Price competition drives your margins down
When 5 tradespeople are quoting on the same job, the customer picks the cheapest. You end up racing to the bottom instead of winning work on quality and reputation.
You build nothing for the long term
Every pound you spend on bought leads is gone once you stop paying. You have not built any online presence, reputation, or asset that keeps generating work on its own.
Cost Comparison: Per-Lead vs Own Presence
Here is how the numbers compare when you stop renting leads and start building your own pipeline.
Shared leads (per-lead sites)
- £10–£40 per lead (shared with 3–5 others)
- Win rate around 20–30% at best
- Effective cost per job: £50–£200
- Nothing left when you stop paying
Your own online presence
- Fixed monthly cost, not per-lead
- Every enquiry comes directly to you — no competition
- Effective cost per job decreases over time
- You own the website, reviews, and rankings permanently
How to Build Your Own Lead Pipeline
These are the building blocks of a lead pipeline you own. Each one reinforces the others.
Google Maps visibility
Most customers search Google when they need a tradesperson. An optimised Google Business Profile puts you in the Map Pack — the 3 businesses shown at the top of local search results. This is where the majority of calls come from.
A professional website that converts
Your website is where customers go to decide whether to call you. It needs to load fast, look professional on mobile, show your work, display reviews, and make it easy to get in touch. A good website turns visitors into enquiries.
Google reviews that build trust
Customers check reviews before they call. Businesses with more positive Google reviews rank higher in the Map Pack and convert more visitors into calls. A system for consistently collecting reviews is essential.
Google Ads for immediate leads (optional)
While SEO and Google Maps build over time, Google Ads can generate calls from day one. You appear at the top of search results for your trade in your area, and you only pay when someone clicks.
What the Difference Looks Like
A typical tradesperson spending the same amount per month on shared leads versus building their own online presence.
Before: Relying on lead sites
- Paying £30 per lead, shared with 4 others
- Winning 1 in 5 leads
- Spending £600/month on leads, getting 4 jobs
- Cost per job: £150
- No online presence, no long-term asset
After: Own online presence
- Enquiries come directly through Google
- No competition on each enquiry
- Fixed monthly cost, 8–12 enquiries per month
- Cost per job decreases every month as rankings improve
- Website, reviews, and rankings are yours permanently
Frequently Asked Questions
Common questions about plumbing and trade lead generation.
Where do plumbing leads come from?
Plumbing leads come from several sources: Google search (someone searching “plumber near me”), Google Maps, word of mouth, your website, social media, and lead generation directories. The highest quality leads come from Google because the customer is actively searching for a plumber right now — they have immediate intent.
Are lead generation sites worth it?
They can generate work, but the economics are poor. You pay for every lead and share each one with multiple competitors. Over time, the cost per job is significantly higher than generating your own leads through Google. Lead sites also build no long-term asset — when you stop paying, the leads stop completely.
How much should a plumbing lead cost?
On lead generation sites, plumbing leads typically cost £10 to £40 each, and you share them with other plumbers. When you generate your own leads through Google Maps and your website, the effective cost per lead drops significantly over time because you are building an asset that keeps working for you month after month.
Can I generate my own leads?
Yes. The most effective way for a tradesperson to generate their own leads is through Google. An optimised Google Business Profile, a professional website, strong Google reviews, and optionally Google Ads will generate a steady stream of enquiries that come directly to you — with no middleman and no per-lead fees.
How long does it take to build my own lead pipeline?
Google Maps visibility can improve within weeks of optimising your Google Business Profile. A professional website starts generating enquiries quickly, especially with Google Ads. Organic SEO rankings typically take 3 to 6 months to build meaningful traffic. Most tradespeople see a noticeable difference within the first month and strong results by month 3.
Ready to Stop Paying for Shared Leads?
Build your own online presence and get enquiries that come directly to you. No middleman, no per-lead fees, no competing on price.