Lead Generation Engine
Qualified Lead Engine
A quality-first lead system that filters out low-fit jobs upfront, routing only the best-margin work into scheduling. Fewer wasted estimates. Higher average ticket. A team running jobs worth doing.
$4,500 setup / $1,500 per month operated by Momentiv
The Problem
The Gap
Your ads are generating leads. Half of them are outside your service area. A quarter are asking for work you don’t do. Your estimator drives 40 minutes to a property and the job is a $200 repair that should have been filtered at intake. The leads aren’t the problem. The filter is.
The Math
What Unqualified Leads Cost
average conversion rate for high-volume home services with short sales cycles
Plumbing and outdoor services close fastest because the leads are specific. When your system filters for specificity upfront, your close rate climbs toward the top of the range instead of sitting at the bottom.
Source: WebFX, 2025
of inbound calls to home services businesses are irrelevant
Nearly a third of the calls your team answers aren’t real opportunities. Without upfront filtering, your staff spends time qualifying leads that should have been screened before they ever picked up the phone.
Source: CAMP Digital, 2025
cost to acquire a single home services lead in competitive markets
At $150+ per lead, every unqualified inquiry isn’t just a wasted conversation. It’s $150 you can’t get back. Qualification at intake protects your ad spend and your team’s time simultaneously.
Source: WebFX, 2025
The Fix
The System
Landing pages with upfront job filters, tightly targeted Google and Meta campaigns, lead scoring by quality tier, and routing rules that send the right leads to scheduling and the wrong ones to an auto-decline.
What We Build
Landing page with strong upfront job filters (service type, zip code, urgency, budget signal)
Google Search with tight match types, heavy negatives, and service-specific terms only
Meta Lead Ads with qualification questions and audience exclusion rules
Lead scoring system (hot/warm/cold) with routing rules by job type
Optional "not a fit" auto-response with referral resources for disqualified leads
Weekly quality review: closed jobs, average ticket, and lead notes from the field
Requirements
Required Inputs and Fit
What we need from you
Ideal job profile: what a great lead looks like (service type, job size, location, budget range)
Hard disqualifiers: what jobs you don’t want
Google Ads and Meta Business Manager access
Ad budget (quality-first can start at lower budgets, typically $1,500 to $3,000/mo)
Field team feedback loop: who will report back on lead quality from the job site
Landing page domain or subdomain
Who this is for
Built for owner-led home services businesses where leads are coming in but most are low-margin, low-fit, or out of the service area. If your team is burning time on estimates that never convert or jobs that aren’t worth the truck roll, this engine fixes what enters the pipeline.
Implementation
Implementation and Ongoing Operations
This engine is a single-tier build. It begins with a custom Launch Sprint and transitions immediately into a monthly operations retainer.
$4,500 setup fee
$1,500 per month operated by Momentiv
The Management Retainer
Systems break when they are abandoned. Your setup fee covers the custom build. From there, this engine is maintained through a monthly operations retainer. We handle the optimization, the reporting, and the technical oversight so you can focus on running your crews. All engine installations begin with a 90-day initial commitment to ensure baseline stability.
Outcomes
How We Measure Success
Qualified lead rate
Qualified vs. total leads received
Lead-to-booked rate
Higher quality should mean higher close rates
Average ticket value from paid leads
The proof that filtering works
Cost per booked job
Lower than volume-first approaches when quality is dialed in
Complementary Systems
Pairs Well With
Booking Boost Engine
Qualified leads who pass the filter get a direct path to schedule without waiting for a callback.
Lead Response Engine
Qualified leads still need fast response. This engine catches them instantly and runs qualification confirmation.
Ad Creative Engine
Higher-quality creative attracts higher-quality leads. Structured creative testing feeds the quality-first approach.
Common Questions
Frequently Asked Questions
The Balanced engine optimizes across cost and quality equally. The Qualified Lead Engine adds upfront filters, lead scoring, and routing rules that screen out low-fit work before it reaches your team. You’ll get fewer leads, but the leads you get are worth showing up for.
That’s the tradeoff, and it’s intentional. The goal is fewer, better leads. If your current problem is wasted truck rolls and low-margin estimates, reducing volume while increasing quality improves your bottom line even if the raw lead count drops.
Leads are scored as hot, warm, or cold based on criteria you define during setup: service type, zip code, job size, urgency, and budget signals. Hot leads go directly to scheduling. Warm leads enter a follow-up sequence. Cold leads get an auto-decline or referral.
They receive an optional “not a fit” auto-response that’s professional and helpful. If you want, we can include referral resources for services you don’t offer. This protects your reputation even when you decline the work.
Yes. We integrate directly with ServiceTitan, Housecall Pro, Jobber, and the GoHighLevel ecosystem.
The weekly quality review includes feedback from your field team. Who showed up? What was the job? Was the lead accurately qualified? That loop between the field and the ad system is how quality improves over time.
Yes. Filters, scoring criteria, and routing rules can all be adjusted as your business needs change. Seasonal shifts, new service offerings, or capacity changes are all valid reasons to recalibrate.
Ready to stop wasting time on leads that aren’t worth the truck roll?
Start with a diagnostic audit. We will map every gap, quantify what it is costing, and show you exactly which systems close it.