Ask Me Anything $3,000+ Spent on Attic Insulation Lead Gen — Only 7 Leads. What Are We Doing Wrong?

[Syntera]

Hi everyone,

I’m looking for advice from people who have experience generating leads in the Local Services / Home Improvement vertical, particularly insulation, roofing, HVAC, pest control or similar homeowner services.

We are currently running an attic insulation lead generation campaign in Southern California.

Offer:

• Free attic inspection
• Residential homeowners
• Los Angeles and Ventura County
• Lead form submission
• Name and phone number collected
• Mobile-friendly landing page
• Traffic is sent either to our landing page or to native lead forms

Over the past month, we tested several traffic sources:

• Facebook Ads
• Google Search Ads
• Nextdoor Ads
• Native lead forms
• Landing-page conversion campaigns
• Different creatives and messaging angles
• Service-based keywords
• Problem-based keywords such as “upstairs too hot,” “high energy bills” and “AC can’t keep up”

So far, we have spent more than $3,000 and generated only 7 leads across all campaigns.
The main problems we are seeing are:

• Very low conversion rates
• Clicks without form submissions
• Some extremely short landing-page sessions
• Google Search traffic without enough conversions
• Facebook traffic showing interest but not completing the form
• Nextdoor producing clicks but almost no leads
• Limited volume because we are targeting a specific service area

We understand that attic insulation is a relatively narrow vertical compared with roofing, HVAC or solar, but the current numbers still seem far from acceptable.
I would appreciate advice from anyone currently running Home Improvement or Local Services campaigns.
My main questions are:

1. Which traffic sources are currently working best for Home Improvement lead generation in the US?
2. Is Facebook still viable for attic insulation, or should we focus primarily on Google Search and Pay Per Call?
3. Is it better to advertise the actual service or advertise the homeowner’s problem, such as hot rooms, high utility bills, rodents or poor indoor air quality?
4. Should we use a short native lead form or send users to a longer qualification funnel?
5. How many questions should be included before asking for contact information?
6. What would be a realistic CPL for an exclusive attic insulation lead in Southern California?
7. Would calls or live transfers work better than form leads for this vertical?
8. What qualification criteria would you recommend?
9. Are there any affiliate networks, direct publishers or traffic sources that work particularly well for Home Services?
10. At what point would you determine that the problem is the traffic source, the creative, the offer or the landing page?

We are not looking for general advice such as “test more creatives.” We are trying to understand what a proven Home Improvement funnel should actually look like:
Traffic source → advertisement → landing page or lead form → qualification → lead delivery
I’m happy to share additional campaign details, including creatives, landing pages, keywords, targeting and funnel structure, if that helps identify the problem.
Any feedback from experienced Home Services media buyers, publishers or lead buyers would be greatly appreciated.

I am also open to paid consulting, campaign audits or hands-on assistance from someone with proven experience in US Home Services lead generation.

 

[Graybeard]

WELCOME ABOARD ...

━━━●──────────────
You're assuming it's a traffic problem. It may be a market problem. Why only Southern California? Why test attic insulation in the middle of a hot hazy summer? Add economic uncertainty, war headlines, and consumer caution, and response rates can change dramatically.

You also have a conversion problem. If Google Search can't produce qualified insulation leads in Los Angeles, something is wrong with the offer, landing page, targeting, or qualification process. Assuming you're not the principal, where are you in the chain? If you're paid by a lead buyer, do you have an established relationship?

 

[T J Tutor]

What is the budget and overall objective, please msg me.

Stop trying to take members private to solicit them. That's a violation of our TOS!