How to Choose the Right Lead Gen Company for Your Service Business
By Dipa Gandhi
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Finding the right lead generation company can make or break your business. If you’re in the home services industry—whether you're a roofer, plumber, cleaner, or landscaper—your time is best spent serving customers, not chasing leads. That’s why partnering with the right agency is critical. But not all lead gen companies are created equal. Some will boost your revenue and reputation. Others will burn your budget and disappear when the results don’t show.
So how do you spot the difference? Let’s break it down.
Online Reviews Reveal the Truth
When you're choosing a lead generation partner, one of the first places to start is the company’s online reviews—particularly their Google Business Profile (GBP). Unlike testimonials on a company’s website, GBP reviews are hard to fake and easy to verify.
Take, for example, Nick, a painter from Tampa. He signed up with a lead gen company that had polished branding but limited online reviews. Within three months, he was out $1,200 and had only one lead to show for it. When he dug deeper into their GBP reviews, he found a string of complaints—hidden in plain sight—from other contractors with similar stories.
Before signing on with any agency, look for:
- A high volume of recent GBP reviews (within the last 6-12 months)
- Detailed feedback from businesses similar to yours
- Specific mentions of ROI, quality of leads, and customer support
- Red flags like billing issues, lack of communication, or overpromising
Why a Google Partner Badge Matters
If you’re planning to run Google Ads or Local Services Ads (LSAs), it’s a major bonus if the lead generation company is a certified Google Partner. This badge isn’t just a marketing gimmick—it’s earned through demonstrated skill in managing Google Ads accounts effectively and consistently.
Here’s what that means for you:
- The agency is up to date with the latest changes and best practices
- They have a track record of delivering results through Google platforms
- Their team members are Google-certified, so your ad dollars are handled by professionals, not amateurs
Being a Google Partner also means the company has access to dedicated Google support, including early access to beta features and training tools most businesses never see.
Case in point: A landscaping company in Colorado Springs partnered with a generic marketing agency that wasn't a Google Partner. Their ad campaigns ran for six months with almost no conversions. After switching to a Google Partner agency, their cost per lead dropped by 60%, and booked jobs increased within weeks.
The Expert Advantage: Google Product Experts on Staff
Want to take it a step further? Some elite lead generation companies have a Google Product Expert on staff. This is a rare distinction—Google Product Experts are unpaid volunteers who contribute to official Google forums and are recognized for their deep product knowledge.
While being a Product Expert isn’t required to run effective campaigns, it’s an indicator of deep commitment, technical understanding, and credibility.
Think of it like hiring a contractor who not only does great work but also teaches others in the industry. That level of expertise can translate into:
- Faster troubleshooting for ad or account issues
- Better optimization for ad spend
- Access to cutting-edge strategies that others overlook
Bonus Criteria Worth Considering
Beyond reviews, certifications, and staff credentials, here are a few more things to look for in a lead generation company:
- Exclusive leads – Are they selling the same lead to multiple businesses?
- Transparent reporting – Do you get regular, easy-to-understand updates?
- No long-term contracts – Can you walk away if the results aren’t there?
- Industry-specific experience – Have they worked with businesses like yours?
Trust, but Verify
Ultimately, you’re not just hiring a marketing vendor—you’re choosing a growth partner. Ask questions. Dig into the reviews. Check for certifications. The best lead generation companies don’t hide. They’re proud to show you how they work and what they’ve accomplished.
Because when it comes to growing your home services business, you can’t afford to gamble.
