The Lead Site Trap: Why You’re Working for Them, Not Yourself
If you’re a sparky in Chermside, a plumber in Coorparoo, or a landscaper out in Ipswich, you’ve likely felt the sting of lead generation sites. You know the ones—Hipages, ServiceSeeking, and the rest of them.
At first, they sound like a dream. "We find the customers, you just do the work." But after a few months, the reality sets in. You’re paying for a lead that was sent to four other guys. You’re racing to your phone like a madman just to be the first to call, only for the homeowner to tell you they "just wanted a rough price."
Worst of all, you’re competing on price alone. When a customer goes to a lead site, they aren't looking for the best tradie; they’re looking for the cheapest one. You end up in a race to the bottom, cutting your margins until you’re barely making enough to keep the ute running.
I’ve seen this work for dozens of Brisbane businesses—or rather, I've seen how it stops working. I've talked to blokes who were spending $2,000 a month on lead credits and had nothing to show for it but a phone full of tyre-kickers.
It’s time to stop renting your customers and start owning them.
Why Lead Sites are a Bad Deal for Your Bank Account
Let’s look at the math, because that’s all that matters at the end of the day.
When you pay for a lead on a platform, you are buying a "chance" to quote. You aren't buying a job. 1. The Lead Cost: You pay $20, $40, or $60 just for the phone number. 2. The Competition: You’re up against 3-5 other businesses. Your odds of winning are already low. 3. The Price War: Because the customer sees five quotes at once, they usually pick the lowest one. To win, you have to lower your price. 4. The Lack of Loyalty: That customer doesn't know you. They know the platform. Next time they need a job, they’ll go back to the platform, not to you.
Compare this to someone finding you on Google or seeing your ute in traffic. They called you specifically. They aren't comparing you to five other guys in that moment. They want you to fix their problem.
If you want to grow, you need to stop chasing cheap leads and start building a business that people seek out by name.
Step 1: Claim Your Digital Real Estate (For Free)
Before you spend a cent on marketing, you need to fix your "digital shopfront." In Brisbane, if someone needs a service, they go to Google and type in "Plumber near me" or "Electrician Brisbane Northside."
If you don't show up in that little map section with the three businesses listed, you’re invisible.
Google Business Profile is your best friend
This is the most important tool for any local business, and it costs $0. If you haven't claimed your Google Business Profile, do it today.Photos matter: Don't just post a photo of your logo. People want to see your face, your team, and your clean ute. Take a photo of a finished job in a local suburb like Ascot or Paddington. It shows you’re active in the area. Reviews are gold: A business with fifty 5-star reviews can charge 20% more than a business with two reviews. Why? Because people trust you. Make it a habit: as soon as you finish a job and the customer is happy, ask them for a review right then and there. Address and Phone: Make sure your phone number is correct. It sounds simple, but you’d be surprised how many blokes get this wrong.
Step 2: Your Website Should Be a Salesman, Not a Brochure
Most tradie websites are rubbish. They have a nice picture of a wrench, a list of services, and a "Contact Us" page that goes to an email address nobody checks.
If you want to quit lead sites, your website needs to do the heavy lifting. It needs to convince a stranger to trust you within five seconds of landing on the page.
What your website actually needs:
1. Your Phone Number at the Top: Make it huge. Make it so they can click it with their thumb on a phone. 2. Proof that you’re local: Mention Brisbane suburbs. Show photos of your team at local landmarks or in front of your shop. 3. A Clear Call to Action: Don't say "Inquire today." Say "Get a Quote in 2 Hours" or "Call for Emergency Service." 4. Mobile Friendly: Your website must work on phones. Most of your customers are searching while standing in their kitchen looking at a leaking tap. If your site is hard to read on a phone, they’re gone.I’ve seen many pool builders struggle with this. They spend all their time on the tools and none on their digital presence, then wonder why they only get the low-paying, difficult jobs. A professional website changes the type of customer you attract.
Step 3: Use Your Biggest Asset—The Ute
You’re driving around Brisbane all day. From the Gateway to the Western Freeway, your ute is a moving billboard.
If your ute just has a small logo and a mobile number in a hard-to-read font, you’re wasting thousands of dollars in free advertising every year. People in your local neighbourhood should recognise your brand before they even need your services.
To get the most out of this, you need to optimise your signage so it actually brings in calls. It should be bold, clear, and tell people exactly what you do. If you’re a "Maintenance Plumber," say that. Don't just say "Plumbing Services."
Step 4: The Power of Search Ads (Doing it Right)
Once your Google profile is set up and your website doesn't look like it was made in 1998, you can start looking at Google Ads.
Now, I know what you’re thinking: "I tried Google Ads and it just cost me money."
Most people fail at Google Ads because they bid on broad terms like "Plumber." That’s too expensive. You want to bid on "Blocked drain plumber Brisbane" or "Emergency electrician Indooroopilly."
Unlike lead sites, when someone clicks your Google Ad, they go to your website. They see your reviews. They call your phone. You aren't sharing that lead with anyone else.
The Cost Reality
Yes, you have to pay Google. But would you rather pay $40 for a lead that is shared with four competitors, or $40 for a click from someone who is looking specifically for what you do and lands on your page only?In the long run, owning the traffic is always cheaper than renting it from a middleman.
Step 5: Answer the Bloody Phone!
This is the biggest mistake I see Brisbane small businesses make. They spend money on marketing, the phone rings, and it goes to voicemail.
In the home services game, the first person to answer the phone usually gets the job. If you’re under a house or up a ladder, I get it—it’s hard. But if you want to grow, you need a plan.
Hire a phone answering service: There are plenty of Aussie-based services that will answer your calls professionally for a small monthly fee. Use an automated text back: If you miss a call, have your phone immediately send a text saying: "Hi, this is [Name] from [Business]. I'm on a job right now, but I'll call you back in 15 minutes. How can I help?"
This stops them from calling the next guy on the list. It’s a simple trick that saves thousands in lost revenue.
Why Most Advice You Hear is Rubbish
You’ll hear people tell you that you need to be on TikTok, Instagram, and Facebook posting every day. For a local tradie, that’s mostly a waste of time.
Your customers aren't scrolling Instagram looking for a hot water system repair. They are going to Google because they have a problem right now. Focus your time and money where the intent is.
How Long Until You See Results?
This isn't an overnight fix. If you claim your Google profile today, you might see a few more calls this month. If you build a proper website and run smart ads, it takes about 3 months to really dial it in.
But here is the difference: Lead Sites: If you stop paying today, the leads stop today. You own nothing.
- Your Own Marketing: Once you build your reputation and your website starts ranking, those calls keep coming in even if you turn off the ads. You are building an asset.
What Should You Do First?
If you're ready to stop being a slave to lead platforms, here is your checklist:
1. Claim your Google Business Profile. Upload 10 photos today. 2. Audit your website. Open it on your phone. Can you find the phone number in 2 seconds? If not, fix it. 3. Ask for reviews. Call your last 5 happy customers and ask for a Google review. 4. Check your ute. Can people read your service and your number from 10 metres away while you're driving?
Stop Overcomplicating It
Marketing isn't magic. It’s about being where your customers are looking and giving them a reason to trust you. Lead sites take the "trust" out of the equation and replace it with "cheapness."
You’re better than the cheapest guy in town. Start acting like it by building a brand that you own.
If you’re tired of the lead site grind and want a professional team to handle your website, your Google presence, and your ads so you can focus on the tools, we can help. At Local Marketing Group, we specialise in helping Brisbane tradies and services businesses get more phone calls without the headache of middleman platforms.
Ready to grow your business for real? Contact us today.