When your phone buzzes on a job site, it should be a homeowner ready to book. If you are instead chasing “leads” that live out of town or just want to sell you something, your agency is failing you. Here are 5 ways to tell if they are actually growing your business or just taking your money.

1. They are taking credit for your existing customers

If 90% of your “new leads” found you by typing your company’s name into Google, the agency didn’t find them – you did. Those are people who saw your truck, got a referral, or used you before.

  • The Test: Ask them, “How many leads did we get from people who weren’t searching for our name?” If that number is tiny, you aren’t paying for lead gen; you’re paying for a digital phone book.

2. They send you the wrong kind of work

If you want full roof replacements, but they keep sending you people looking for a $50 shingle patch, that’s a failure.

  • The Red Flag: If they celebrate getting you “100 leads” but never ask if those leads actually turned into the jobs you want, they are wasting your budget on the wrong people.

3. They don’t check the quality of your phone calls

In the trades, the phone is everything. If your agency says the phone is ringing but it’s mostly spam or wrong numbers, they are failing you.

  • The Fix: A good agency listens to call recordings. They should be able to tell you, “You got 10 calls last month that lasted over 2 minutes and were real homeowners.” If they don’t know who is calling you, they are flying blind.

4. They are showing ads to people who already use you

Have you ever seen your own ad pop up after you’ve already been to your own website? That’s a waste of money.

  • The Reality: You shouldn’t pay $50 for a click from a customer who just wants to ask a billing question or check their warranty. A smart agency ensures your ads only show up to new people in your service area.

5. They never ask you, “Was that lead any good?”

Marketing is a two-way street. If your agency doesn’t care which leads turn into real money, they can’t find more of them.

  • The Truth: You need a simple way to tell your agency, “This lead was a goldmine, but this one was trash.” If they aren’t asking for your feedback, they’re just guessing with your hard-earned cash.

The Bottom Line: Stop Paying for “Clicks” and Start Paying for Results

An agency should be a partner, not an expense. If they talk more about “algorithms” than they do about your actual jobs, it’s time for a change.

  • Next time you talk to your agency, ask one question: > “How many of last month’s leads were actually in our service area and looking for the work we do?”

If they can’t give you a straight answer, give us a call. We don’t do “digital noise”—we just get your phone ringing with the work you actually want.

 

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Written By:

Anita Lo

Anita is the epitome of a modern digital marketer; chic, successful, and savvy. Having spent years on the front-lines and in strategy rooms, she has translated her insights into a profound understanding of today’s consumer. Her approach exploits sophisticated data testing to remain adaptive to new trends and digital tools.