How Do I Tell a Junk Lead From a Lead We Didn't Follow Up?

Three questions for every lead you call junk

1. What did they ask for? Listen to the call or read the form. If they asked for a furnace repair in Mississauga and you fix furnaces in Mississauga, it was a real lead.
2. How fast did someone call back? A lead who called at 9 am and heard back at 4 pm has probably booked someone else.
3. How many times did we try? One missed callback and a voicemail isn't follow-up. Most owners are surprised when they count.

What real junk looks like

• Wrong service. They want something you don't do.
• Wrong area. They're outside where you drive.
• Not a customer. Sales calls, job seekers, wrong numbers, spam.

If most of your junk is this kind, it's a targeting problem. Start with why you're getting junk calls from Google Ads.

Use the data you already have

Google Ads can show you the length of each call from your ads in its call details report, and you set a minimum call length for a call to count (Google Ads Help). For example, a 15 second call and a 6 minute call are not the same lead. If you run Local Services Ads, every lead shows a charge status, and Google reviews leads and credits the ones it finds invalid (Google Local Services Help).

What that means is you can sort most leads in a few minutes a week, without guessing.

Fix the follow-up side

If a lot of your "junk" turns out to be real people nobody reached, more ads won't fix it. Calling back fast matters, and so does trying more than once. That's what our speed to lead work is about, and why a dedicated SDR who follows up with every lead and books the ones who are ready is part of our lead generation.

Questions you should also be asking

• Why am I getting junk calls from Google Ads?
• How long should a call be before I count it as a real lead?
• Who should call back new leads when my techs are on jobs?
• Which negative keywords should a plumber add first?

FAQ

What is a junk lead?

Someone who never wanted what you sell: wrong service, wrong area, a sales call, a job seeker or a wrong number.

What is a missed lead?

Someone who wanted the job, but nobody reached them in time or followed up enough times.

How can I check how long an ad call lasted?

Google Ads shows call durations in its call details report for calls from your ads, and lets you set a minimum call length for a call to count.

What if most of my junk is from the wrong area?

That's a targeting problem. Check your location settings and service areas before anything else.

How long should a call be before I count it as a real lead?

There's no one number. Listen to a sample of short and long calls and set your minimum where real conversations start.

Who should call back new leads when my techs are on jobs?

Someone whose job is answering and following up, not a tech between jobs. Leads go cold while the van is still on the road.

Not sure which kind of leads you're losing? Book a call and we'll go through a week of them with you.