How Much Do Service Direct Plumbing Leads Cost?

Lead generation is crucial for service-based small businesses like plumbing companies because it serves as the foundation for acquiring new customers and sustaining business growth. For plumbing companies looking to fill plumbing jobs in the USA, lead generation refers to identifying and attracting potential clients who require plumbing assistance or services..

For over 15 years, Service Direct has been working with plumbing companies big and small to drive high-quality leads directly to their phones. We pair years of industry experience with innovative technologies to help your business grow without blowing through your budget or taking too much of your time. 

Of course, the first question most plumbers ask when looking into our lead generation services is how much they should expect to pay for plumbing leads. To help answer that question, we’ll discuss the different types of leads we offer as well as the factors that cause variation in lead costs within an industry

By implementing effective lead generation strategies, your plumbing company can thrive in a competitive market and achieve sustainable success. If that sounds good to you, but you’re still wondering about the expense, read on!

The 2 Different Types of Plumbing Leads 

When it comes to lead generation for small businesses, there are 2 types of leads you’ll want to familiarize yourself with: phone leads and form leads. 


At Service Direct, we offer both because every business has unique needs that are best served by one type of lead or the other, or a combination of both! It’s your job to learn about these leads and try to determine which type aligns with your goals. Of course, our expert team is also here to help. 

Plumbing Phone Leads

Pay per call phone leads are potential customers who are connected to your company in real time over the phone. You receive these leads when a potential customer clicks on your tracking number associated with your lead generation campaigns. 

Phone leads offer the advantage of immediate interaction, allowing plumbers to provide personalized assistance and build an immediate relationship with the customer. It's important for plumbers to answer calls promptly, be professional and courteous, gather necessary information, and track calls to improve their customer service and conversion rates.

Another important thing to note is that at Service Direct we only offer exclusive leads, which means you won’t be competing with other plumbing companies in your area for the leads we deliver. 

Plumbing Form Leads

A form lead is a potential customer who has submitted their information through an online form on your plumbing website or landing page. These forms typically ask for the customer's name, email address, phone number, and a message describing their plumbing issue or service needs. 

Form leads provide you with contact details and information about the plumbing problem, making it easier to follow up and provide tailored assistance. 

There are a few key things you should do to optimize form leads:

• Have clear and visible forms on your website.
• Use engaging language to encourage submissions.
• Respond promptly to inquiries.
• Personalize communication based on the customer's needs.

Form leads are going to work for some companies and might not be the best for others, so it’s important to look carefully at your internal sales skills and the capacity you have to treat each lead appropriately. 

How to Choose a Cost Per Lead for Your Plumbing Campaigns

Put simply: You set the cost per lead (CPL) on your campaigns! Service Direct’s platform is designed to enable our plumbing clients to choose a CPL based on their budget, needs, and market.

Why would we let our customers name their own prices? Because the value of our leads is already determined in large part by how well our customers can turn them into wins. For example, if Company A bought 10 leads and was only able to convert 3 of them into jobs for their plumbing business, those leads wouldn’t be worth very much. But if they were instead purchased by Company B, who was able to convert on 8 of them, suddenly the value of those leads more than doubles.  Your ability to convert leads into paying jobs directly impacts their value.

By letting you set your own CPL, we’re essentially asking you to consider how much value you think you can get out of each plumbing lead.

The other major factor in your CPL is your competitors, who will also be setting their CPL based on their ability to close. Theoretically, you could choose to set your CPL as low as the slider will go – but by doing that you’d be undervalueing the leads and get outbid by the competitors who set their CPL based on their actual perceived value of the incoming leads. Essentially, the lower your CPL, the fewer leads you’ll get. 

That relationship between CPL and lead volume makes changing your CPL a valuable tool when you need to increase or decrease the number of leads coming your way from Service Direct. 

In order to ensure you see success with lead generation, it's advisable to consult with experts who can assist in choosing an appropriate cost per lead. Your chosen CPL will significantly impact the success of your lead generation efforts, and different companies may have varying CPL ranges that lead to favorable outcomes.

Understanding the Correlation Between Location and CPL

You might be surprised to learn that your location plays a major role in determining how much you will need to spend on every lead in order to be successful with lead generation. 

For example, the average CPL nationwide for plumbing companies in the first 3 months of 2023 was around $92. But when we look closer at a specific state like Texas, we see that the average plumbing CPL there is actually closer to $121. So already we’re looking at a $30 difference between the national average and a statewide average. 

This is just one example of why it is important to understand the CPL in your area and how location can affect what you might expect to pay for each lead. 

By taking location into account, you’ll be even more prepared to see success with lead generation for your plumbing company!

Finding the Average CPL for Your Area

Now that you understand the ins and outs of lead generation pricing, we would encourage you to get in touch with one of our account executives to find the average cost per lead in your area!

Once you know that information, you’ll be able to combine it with the average lead volume in your location and will know as much as possible about what to expect when buying plumbing leads from Service Direct!