A Lead Or A Call, That Is The Question

Across the landscaping industry, customer acquisition costs have increased in recent years. According to IBISWorld, the U.S. landscaping services industry generates over $150 billion annually and continues to grow as residential and commercial demand rises. With more companies entering the market, competition for new customers has increased substantially.

At the same time, digital behavior has shifted. BrightLocal’s Local Consumer Review Survey reports that 87 percent of consumers used Google to evaluate local businesses in the past year. For landscape contractors, that means visibility in search results plays a larger role than ever in generating new work.

As competition and digital reliance rise, many contractors are reevaluating where their leads come from — and what those leads really cost.

How Shared Lead Platforms Work

Shared lead platforms operate on a pay-per-lead structure. When a homeowner submits a request for landscaping services — whether for maintenance, irrigation repair, hardscape installation or full design — the contact is (typically) distributed to multiple contractors at once.

Each contractor pays for access to that lead (whether that contact turns into a customer or not).

This creates tremendous competition. Response time becomes critical. Industry data from Jobber’s Home Service Economic Report shows that the first contractor to respond to an inquiry significantly increases their chance of booking the job. In a shared environment, that pressure can reduce margins as contractors compete aggressively on both speed and price.

If a contractor is paying $100 per lead and converting 1 out of every 5 leads into a job (5 leads = $500, with 1 job closed; the cost per job would be $500). Depending on your average job value, this could create a strong return, which is why both lead quality and conversion rate matter just as much as cost per lead.

Here’s an example:

This does not include estimating time, travel costs or administrative overhead.

While shared leads can generate volume, the more important metric is cost per acquired customer.

The Exclusive Call Model

An alternative approach is the exclusive inbound call model. Programs such as Google’s Local Services Ads (often referred to as Google Guaranteed) operate on a pay-per-call basis, meaning contractors are charged when a prospective customer contacts them directly.

Unlike shared platforms, these calls are NOT distributed to multiple competitors.

Because these inquiries originate from homeowners actively searching for a specific service provider in their area, intent is significantly higher. Strong review profiles also play a big role. BrightLocal reports that 98 percent of consumers read online reviews for local businesses, and 49 percent trust them as much as personal recommendations.

Using the same simplified scenario:

The structural difference, exclusivity versus shared can significantly impact return on investment.

When Each Model Makes Sense

Shared lead platforms may still serve newer companies seeking initial exposure or contractors operating in less saturated markets. They can also supplement other channels during slower seasons.

Exclusive call programs often perform best in competitive metro markets where search demand is steady and contractors maintain strong review profiles. These programs require licensing compliance, review management and consistent follow-up to perform effectively.

Neither model is universally superior. The deciding factor is how efficiently a contractor converts inquiries into profitable jobs.

As the landscaping industry continues to expand and competition intensifies, contractors who track close rates, response times and customer lifetime value will be in a stronger position to allocate marketing dollars effectively.

Whether using shared platforms, exclusive call programs or a blended strategy, the goal remains the same: predictable, profitable growth driven by measurable acquisition costs.