General Contractor leads: where to buy them, and how to need fewer

Each row is a place general contracting leads come from, how it charges and our read on the fit for general contractors.

All lead sources compared lists each platform's published prices next to Koira's, with the same columns.

Google lists "General contractor" among the categories eligible for Local Services Ads, so general contractors can run them once they pass Google's screening. Local Services Ads charge for leads that relate to your business and services, never for clicks. Google does not publish a price list; it says lead prices depend on your location, the job type, the type of lead and your bidding mode.

Google counts a missed call during your business hours as a charged lead if the caller stays on the line for more than 20 seconds. Over a 30-day window Google checks lead quality and automatically credits poor, duplicate or invalid leads.

Google orders Local Services ads by bid and by profile quality, which covers your rating, review count, response time, photos and completed verification checks. Google suggests getting 5 or more reviews, and some business types need 5 before the ad will show. For the rules in full, see Google Local Services Ads for contractors and the setup guide.

Lead volume follows the season. For general contractors it peaks around late winter bidding through the fall building season and drops in the coldest weeks, when sites slow down, which changes what a paid lead is worth from month to month.

Expect owners planning a major project who interview several builders and want a fixed scope, a real schedule and permits handled, along with small business owners leasing space, commercial property managers and real estate investors and referrals from architects, structural engineers, interior designers and the subcontractors you trust.

Angi's 2025 annual report says pros pay lead fees for consumer matches whether or not they end up doing the job. Bark says the cost of contacting a customer depends on the service, the value of the job and supply and demand in the area.

Thumbtack lets you control your lead budget, which sets your lead volume, but it does not list lead prices on its pro page.

Shared leads reward the fastest reply. Your customers are owners planning a major project who interview several builders and want a fixed scope, a real schedule and permits handled; reach them while they are still deciding, or the fee buys a conversation someone else already had. Thumbtack vs Angi puts the two biggest side by side.

The number to watch is cost per booked job, not cost per lead. Take what a source cost you last month, divide by the jobs it booked, and weigh that against what a job like a second-story addition leaves after materials and labor.

Run your own numbers through the free cost per lead calculator; it also shows the close rate where a source breaks even. The marketing budget planner works backward from the jobs you want.

• Reviews. Ask everyone, right after they pay, with a link straight to the review form. Google says offering incentives, like free or discounted goods or services, in exchange for reviews is strictly prohibited. Koira's review engine sends the ask and drafts each reply.
• A price on your site. A structural repair priced from your own list, day or night, with booking on the same page (instant quotes).
• The street around each job. A framed addition and a job site sign that stay up for months while the street watches. Neighbor postcards go to the likely homes around the job the next morning.
• Referrals. From happy customers and from architects, structural engineers, interior designers and the subcontractors you trust (referrals).
• Seasonal reminders. A note to past customers before late winter bidding through the fall building season (campaigns).
• Commercial buyers. Three short emails to small business owners leasing space, commercial property managers and real estate investors near you, then stop (commercial outreach).

A customer comparing general contractors usually books the first one who replies clearly. It does not matter whether the lead came free or cost you a fee. Koira's receptionist answers on your number and texts missed callers back in about a minute with three open times for a structural repair or a look at a second-story addition. Koira Grow is $249 a month plus usage at cost: texts, call minutes and emails with nothing added. See the general contracting answering service guide for live and AI options and their published prices.