A driveway is a high-value job, which is why so many companies sell driveway leads. Some are worth buying. Many are shared with several contractors and end in a race to the lowest quote. This guide compares bought leads with leads you generate yourself.
How bought driveway leads work
A lead company or directory advertises, collects enquiries and sells them on. You pay per lead or a monthly membership.
- Shared leads go to three or more contractors. Cheaper per lead, harder to win.
- Exclusive leads go only to you. Dearer, and worth asking for.
How your own leads work
You advertise under your own name. The homeowner sees your work, your reviews and your page, and contacts you. Sources include Google Search ads, Facebook and Instagram, your Google Business Profile, site boards and referrals.
Compare on cost per booked job
Price per lead misleads. Count it through:
- Leads bought or generated
- Leads you spoke to
- Site visits
- Quotes sent
- Jobs won
Divide total spend by jobs won. An example with made-up numbers: 30 shared leads at £25 is £750. You visit 10 and win 1. Cost per job: £750. Meanwhile £750 of your own ads brings 12 enquiries, 8 visits and 2 jobs. Cost per job: £375. Run the same count with your real figures.
Why your own leads tend to close better
- The homeowner chose you, not a list of names
- They have already seen your work
- Nobody else received the enquiry
- You set the questions on the form, so you can ask for size, surface and budget
Why contractors still buy leads
- No setup, and leads arrive this week
- Useful for testing a new area
- Fills gaps when your own marketing is quiet
Questions to ask before buying
- How many contractors get each lead?
- Can I see the advert and form the homeowner used?
- How fresh is the lead when it reaches me?
- Do you refund wrong numbers and out-of-area leads?
- Can I choose postcodes and surface types?
Building your own lead flow
- Google Search ads for "resin driveways [town]", "block paving [town]" and "driveway installers near me"
- A landing page per surface with photos, reviews and a form
- Facebook and Instagram ads showing finished drives to nearby homeowners
- A board on every job and cards to the neighbours
- A review request at every handover
Landscaping and groundwork are not supported on Google's UK Local Services Ads, so Search ads are the main paid route on Google.
Common questions
Are bought driveway leads worth it? Exclusive ones can be. Shared ones depend on how fast you call and how well you sell.
How long does it take to build my own? Ads bring enquiries within days. A steady cost per job takes a couple of months to see.
Related guides
- Google Ads for Driveway Companies: A Keyword List
- Google Ads vs Checkatrade for Driveway Companies
- What Should a Resin Driveway Lead Cost?
- Google Local Services Ads UK: What They Are, Who They Suit and What They Cost
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on marketing for driveway and paving contractors for how we work.