# Stop Chasing Cheap Leads: Why You’re Wasting Money on Lead Sites and How to Take Control
If you’re a plumber in Chermside, a sparky in Coorparoo, or a landscaper out in Ipswich, you’ve probably felt the sting of lead-generation sites.
You know the ones. You pay $20, $40, or even $60 just for the chance to talk to someone. Then you find out four other blokes got the same lead, and the homeowner is just looking for the cheapest price anyway.
It’s a race to the bottom, and it’s a bloody expensive way to run a business.
At Local Marketing Group, we talk to Brisbane business owners every day who are fed up. They feel like they’re working for the lead sites rather than themselves. If you stop paying them, the phone stops ringing. That’s not a business; that’s a subscription to a headache.
In this guide, I’m going to show you how to break the cycle. I’ll explain why those sites are costing you more than you think and, more importantly, how to build a system where customers find you directly.
The Truth About Lead Sites (and Why They’re Bleeding You Dry)
Most tradies start using lead sites because it’s easy. You sign up, put in your credit card, and wait for the notifications. But there are three big reasons why this is a losing game in the long run.
1. You Don’t Own the Customer
When you get a lead from a middleman site, that person isn't your customer. They are the site's customer. They don't care if it’s you or the guy in the next suburb who shows up; they just want the job done cheap. Because there’s no loyalty, you can’t easily turn them into a repeat customer who calls you directly next time.2. The "Race to the Bottom" on Price
Because these sites encourage people to get three or four quotes, the main thing the customer looks at is the price. If you’re a quality tradie who does things right the first time, you’ll always be outbid by the guy working out of the back of a beat-up ute who doesn't have insurance. You shouldn't have to lower your standards just to win a job you already paid for.3. The Hidden Cost of Your Time
Think about how much time you spend chasing leads that never answer the phone, or driving out to quotes for people who were never serious. When you add up the lead fee + your petrol + your hourly rate for quoting, you’re often losing money before you even pick up a tool.The Alternative: Building Your Own "Phone Ringing" Machine
If you want to stop wasting money, you need to own the assets. In plain English, that means when someone in Brisbane searches for a service you provide, they find your name, your website, and your phone number—not a directory.
Here is the step-by-step plan to get there.
Step 1: Fix Your "Digital Shopfront"
Your website is your shopfront. If it looks like it was built in 2005, or if it doesn't work properly on a smartphone, people will leave immediately.What makes a website actually make you money? It works on phones: Most people in Brisbane are searching for a tradie while they’re standing in their kitchen looking at a leak. If they can't click your phone number to call you instantly, you’ve lost them. Real photos of your work: Stop using those fake "stock photos" of American houses. People want to see your van, your team, and your actual work in local suburbs like Ascot or Paddington. Proof you’re good: Put your best reviews front and centre. People trust other locals more than they trust what you say about yourself.
Step 2: Get on the Map (Google Business Profile)
Have you noticed when you search for something, a map pops up with three local businesses? That is the holy grail for tradies. It’s free to set up, and it’s where the best leads come from.To win here, you need: An address in the area you serve: Google likes showing local businesses to local people. Reviews, reviews, reviews: Make it a habit. Every time you finish a job and the customer is happy, ask them for a Google review right then and there. Recent photos: Post a photo of a finished job once a week. It shows Google (and customers) that you’re active and open for business.
Step 3: Be the "Local Legend"
Most tradies ignore their own backyard. If you’re a sparky living in Carindale, every single person on your street should know what you do.Sign-write your van: It’s a mobile billboard. If you’re parked in a driveway in North Lakes for three hours, everyone walking their dog sees your name. Local Facebook Groups: Don’t spam them. Just be helpful. If someone asks for a recommendation, and five neighbours tag you, that’s worth more than $1,000 in lead fees.
How Much Will This Cost?
I’ll be honest with you—building your own system costs money upfront.
Lead Sites: Low upfront cost, but high ongoing cost (and you never stop paying). Your Own Marketing: Higher upfront cost (for a good website and setup), but the cost per lead drops significantly over time.
Eventually, you reach a point where your website and Google profile bring in enough calls that you can delete those lead-gen apps forever. Imagine the feeling of not having to pay a fee every time your phone rings.
How Long Until You See Results?
This isn't an overnight fix. If someone tells you they can get you to the top of Google in a week, they’re lying to you.
Typically, it takes about 3 to 6 months to see a real shift. But once that momentum starts, it’s like a snowball. The more reviews you get and the better your site performs, the more Google sends people your way.
What Should You Do First?
If you’re ready to stop the bleed, do these three things this week:
1. Google yourself: See what comes up. If it’s just lead sites and not your own business, you have work to do. 2. Claim your Google Business Profile: It’s free. Fill out every section. 3. Ask your last 5 happy customers for a review: Send them a text with a link. It’ll take you ten minutes and could result in your next big job.
Stop Being a Tenant, Start Being a Landlord
Using lead sites is like renting a house. You pay every month, and you own nothing. Building your own marketing is like buying the house. It’s an asset that grows in value and eventually provides you with security.
I’ve seen this work for dozens of Brisbane businesses—from solo handymen to large plumbing firms with fleets of vans. The ones who succeed are the ones who decide to stop competing on price and start building a brand that locals trust.
If you're tired of the "pay-to-play" game and want to actually own your future, we can help. At Local Marketing Group, we don't care about fancy reports; we care about making your phone ring with the right kind of customers.
Ready to get off the lead-site treadmill? Contact Local Marketing Group today and let’s talk about how to get you more calls from people who actually want to pay what you’re worth.