BricklayingStonemasonryExtensionsGarden walls

From shared-lead platforms to 34 enquiries from £1,200: 17 qualified leads and 5 jobs won

Midland Brick & Stone · Birmingham, West Midlands

The challenge

Every lead was a race: the same homeowner enquiry went to three, four or more tradespeople at once, and by the time the team finished on site and called back the customer had often spoken to someone else
Price became the only differentiator: comparing several quotes from strangers, homeowners usually chose the cheapest, squeezing margins on work that deserved a premium
Paying for leads they could not win: fees and memberships were spent whether or not the job converted, making the true cost per job hard to justify
The platform owned the relationship: reviews, reputation and customer contact sat on someone else's site, not in the Midland Brick & Stone name
No follow-up system: quotes went out and were rarely chased, so warm prospects went cold because nobody had time between jobs

Google Business Profile overhaul with up-to-date photos, service categories, service areas and a steady review-generation process, to improve visibility in local map results where many homeowners start their search

Google Search Ads and Local Services Ads targeting people actively looking for help, on searches such as 'bricklayer Birmingham', 'garden wall builder near me', 'chimney repair Solihull' and 'repointing Sutton Coldfield'
Campaigns split by service and by area, so budget goes where the most profitable jobs are
Meta ads alongside Google, which produced 13 leads against Google's 21

A short phone script confirmed scope, location, timescale and budget before anyone drove out to quote, protecting the team's time for serious prospects

Instant response · Immediately on enquiry
Automatic SMS and email to the homeowner confirming receipt, plus an immediate alert to the team
Speed-to-lead call · Within 5 minutes during working hours
Phone call to the homeowner, as leads contacted in the first few minutes are far more likely to convert than those called hours later
Missed-call text-back · Automatic when the team cannot answer
Text to the caller: 'Sorry we missed you, we're on a job right now. What's the project and we'll call you back shortly?', keeping the conversation alive instead of letting the customer ring the next contractor
Qualification call · Before the site visit
Confirm scope, location, timescale and budget

Exclusive enquiries beat shared leads: no racing three or four competitors to the same customer
Cost per lead is not cost per job: Google cost more per lead (£38 vs £31) but 60% of its leads qualified against 30% from Meta, and it won 4 of the 5 jobs
Speed wins jobs: instant SMS and email, a 5-minute call target and a missed-call text-back stop customers ringing the next contractor
Qualifying before the site visit protects the team's time for serious prospects
Splitting campaigns by service and area sends budget to the most profitable jobs
A Google Business Profile with fresh photos and steady reviews keeps the reputation in the firm's own name, not a platform's

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