Social media lead generation companies run paid campaigns on the large social platforms and pass the resulting enquiries to contractors. The leads behave differently from search enquiries in one important way, and the published figures in this record say enough about the economics to judge an offer without taking the sales call first.
Interrupted rather than searching
Somebody who searched for a bathroom fitter wants a bathroom fitter now. Somebody who saw an advert while scrolling was interrupted, and interest generated that way is real but softer and slower. That is not a reason to dismiss the channel, and it is a reason to expect a lower contact rate and a longer follow-up, and to price accordingly.
What the published costs imply
One source puts the cost of generating a bathroom lead through the major ad platforms, which include the social networks, at about $100 raw, and says to expect at least $150 for a genuine exclusive one from a lead generation company. In kitchens the same comparison is about $100 raw against around $150 exclusive. So a social lead generation company charging near those figures is charging roughly what search-sourced enquiries cost, for softer intent.
What to ask before signing
Which platform, what the creative actually promises, and whether the enquiry includes any qualification. A campaign that promises a free quote to anyone who taps will produce volume and very little intent. Ask to see the advert: it is the single most informative thing about a social lead source and almost nobody asks for it.
Questions people ask about social media lead generation companies
Do social media lead generation companies work for contractors?
They can, with the expectation of softer intent, lower contact rates and longer follow-up than search enquiries. Price and process should reflect that.
What do social media leads cost?
Nothing in this record prices them separately. Generating leads through the major ad platforms is published at about $100 raw for bathroom and kitchen work, against $150 exclusive bought.
Why is intent lower on social?
Because the homeowner was interrupted rather than searching. The interest is real and it arrives earlier in the decision, which changes the follow-up rather than disqualifying it.
What should I ask a social lead company?
To see the advert. What the creative promises predicts the quality of everything that follows, and almost nobody asks.