If you’re running an HVAC, roofing, plumbing, or general home services business, you’ve likely asked yourself: how much should I budget each month for lead generation services? At The Active Media, we specialize in serving service-based and trade companies, helping you connect with qualified prospects without wasting time or money. In this guide, we’ll break down typical monthly costs you can expect, explain different pricing models, and reveal key factors that influence your investment in lead generation, including how much is lead generation.
Monthly Investment Ranges for Service-Based Businesses
The Active Media offers tiered packages to suit contractors and trade professionals. Here’s a quick look at our most popular plans:
- Starter Plan: $1,000–$2,000 per month. Ideal for small operations seeking a steady stream of local leads via targeted Facebook Ads and email outreach.
- Growth Plan: $2,500–$5,000 per month. Includes multi-channel campaigns (Google Ads, LinkedIn Ads, cold email) and more refined targeting to decision-makers.
- Premium Plan: $6,000+ per month. Best for larger service businesses wanting advanced tactics like retargeting, appointment setting, and custom landing pages.
On average, our clients see cost per lead (CPL) between $30 and $150, depending on the channel and lead quality requirements. Google PPC leads for roofing contractors often average $75–$125, while Facebook Ads for home services may range from $30–$60.
Understanding Pricing Models
Flat Fee vs. Performance-Based
The Active Media offers two primary pricing models:
- Flat Fee: A set monthly retainer covering strategy, ad spend management, and reporting. You know exactly what you’ll invest regardless of lead volume.
- Performance-Based: You pay per qualified lead or booked appointment. This model shifts more risk to our agency, so CPLs tend to be higher—typically $80–$200 per lead. Many businesses choose this model for its direct focus on lead generation services tailored to their needs.
Subscription vs. One-Time Campaigns
We offer ongoing subscriptions for businesses investing in continuous growth, as well as one-off campaigns for targeted promotions:
- Subscription Services: Monthly or quarterly fees ensure a constant influx of leads, ideal for maintaining a full sales pipeline year-round.
- One-Time Campaigns: Short-term drives—such as a seasonal roofing promotion—deliver quick results but can have higher per-lead costs and less predictable volumes.
Key Factors That Influence Costs
Industry and Competition
Local demand and competition levels greatly impact your CPL. High-demand trades like HVAC and roofing in urban markets often see higher costs due to fierce competition and increased ad bids.
Lead Quality and Customization
Premium leads—homeowners needing immediate repairs or installations—carry a higher price tag. Custom criteria such as service area, property type, and project budget will raise CPL but improve conversion rates.
Tools and Technology
We leverage advanced CRM integrations, marketing automation, and lead verification tools. These investments ensure quality but add to your monthly fee—typically 10–20% of your total budget.
Comparing Channels and Costs
- Google Ads (PPC): $75–$125 per lead for competitive services like roofing or HVAC.
- Facebook & Instagram Ads: $30–$60 per lead for broader home service offers.
- Cold Email & LinkedIn Outreach: $50–$100 per lead, effective for B2B service contracts or commercial projects.
- Appointment Setting: $80–$200 per verified appointment, perfect for consultations or on-site estimates.
Combining inbound and outbound tactics in a blended campaign (starting at $2,500/month) often yields the best ROI, diversifying your lead sources and reducing overall risk.
Conclusion
Allocating a realistic budget—typically between $1,000 and $6,000+ per month—ensures you tap into The Active Media’s proven lead-generation strategies for service-based businesses. Choose the right mix of channels, pricing models, and targeting criteria to maximize your ROI. By partnering with an agency that specializes in HVAC, roofing, and home services, you’ll secure consistent, qualified leads and benefit from expert lead generation services that accelerate your growth.
FAQ
Is lead generation worth it?
Absolutely. When executed correctly, lead generation delivers a predictable pipeline of prospects, higher conversion rates, and a clear ROI. For service-based businesses, it’s often the fastest path to steady revenue.
Can ChatGPT do lead generation?
ChatGPT can assist in crafting compelling outreach emails and social posts, but it’s not a full-service solution. A specialized agency like The Active Media combines AI-driven content with advanced targeting, analytics, and ad management for end-to-end lead generation.
Is it worth it to hire a marketing agency?
Yes. An agency brings expertise, proven processes, and access to premium tools. Instead of juggling ad platforms and creative, you focus on closing jobs while we handle the technical, testing, and optimization.
