BlueSmith
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What we build Video AdsFilmed on your jobs. Written and edited by us.Project Pages + EstimatorsYour work, a price range, a booking calendar.Speed-to-Lead + BookingInstant replies, reminders, and follow-up.
How it works The Acquisition EngineAttention × Offer × Sales × System.How It StartsFive steps, no surprises.Free ToolsLead value, break-even CPL, ad budget.
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PROBLEM · LEADS OUTSIDE YOUR AREA

Leads outside your service area: good homeowners, wrong towns.

The homeowner wants exactly the job you do. They just live an hour and a half past where your crew will drive.

Show me where I’m losing jobsFree 2-minute assessment · No pitch, no obligation

By the BlueSmith team · Updated

At a glance

Who it’s for
Contractor owners seeing these signs in their pipeline
Where it comes from
  • Attention: Location settings are wider than the map in your head. A radius around the shop takes in towns you skip, and some settings reach people who are only interested in your area.
  • Offer: Neither the ad nor the page says where you work, so a homeowner anywhere assumes you’ll come to them.
  • Sales: Location gets checked on the phone, after the lead is paid for and after someone on your team has spent time on the call.
  • System: Nobody records where leads come from by town, so you can’t see which campaign or placement keeps sending the wrong ones.
Fix first
Ask for the zip code before the calendar
SOUND FAMILIAR?

The signs you’re losing jobs here.

  • Half our calls start with “Do you go out to…?”
  • We pay for leads from towns our crew won’t drive to.
  • Someone books an estimate, and the address is two counties over.
  • Our team spends the first minute of every call checking the zip code.
  • The ads are set to our area, but leads still come from everywhere.
THE DIAGNOSIS

Four places it breaks. Four fixes.

Attention × Offer × Sales × System. The problem usually lives in one part and shows up in another.

01Attention
The cause

Location settings are wider than the map in your head. A radius around the shop takes in towns you skip, and some settings reach people who are only interested in your area.

The fix

Targeting drawn around the zip codes your crew works, aimed at people who live there, and checked against where real leads come from.

Contractor Advertising
02Offer
The cause

Neither the ad nor the page says where you work, so a homeowner anywhere assumes you’ll come to them.

The fix

Your service area named in the ad and shown on the project page, so people outside it know before they fill anything out.

Project Pages
03Sales
The cause

Location gets checked on the phone, after the lead is paid for and after someone on your team has spent time on the call.

The fix

A zip code question before the booking calendar, with a polite message for out-of-area homeowners instead of an estimate slot.

Lead Qualification
04System
The cause

Nobody records where leads come from by town, so you can’t see which campaign or placement keeps sending the wrong ones.

The fix

Every lead’s zip code saved in your pipeline and reported by campaign, with edge-of-area leads sent to whoever decides if the drive is worth it.

Lead Routing
WHAT WE’D FIX FIRST

Ask for the zip code before the calendar

The quickest fix doesn’t touch the ads at all. We add a location question before booking, so out-of-area homeowners never land on your schedule. Then we pull where your recent leads came from, lay it over your targeting, and tighten the settings that let the wrong towns in.

PUT A NUMBER ON IT

Booking rate calculator: how many of your leads actually book?

Leads don’t pay the bills. Booked estimates do. Find your booking rate and see what moving it a few points is worth.

45%
30%

Extra revenue per month at your target: $45,000

Extra revenue per month at your target$45,000
Your booking rate today
30.0%
Extra booked estimates per month
6.0

40 leads, 12 booked today, aiming for 45%, 30% closed at $25,000.

See what we’d build for these numbers

Starts with example numbers. Change them to yours. Arithmetic only, not a promise of results.

Open the full booking rate calculator

KEEP GOING

Related fixes.

STRAIGHT ANSWERS

Questions we hear.

Should I just shrink my targeting radius?

Maybe, but check first. A tight radius can still pull leads from outside if the setting includes people interested in the area. Cut too hard and you lose towns you do serve. Draw it around real zip codes, then compare against where leads actually come from.

What do we tell homeowners outside our area?

Something short and honest: you don’t cover their town, and thanks for reaching out. If you know a contractor there you trust, passing along a name is a decent gesture. Don’t book a visit you’ll cancel later.

Can we take far-out jobs if they’re big enough?

That’s your call, and sometimes it makes sense. Decide the rule ahead of time so your team isn’t guessing on every call. Then whoever answers knows which far-out jobs to book and which to pass on.

Do Google and Facebook handle location the same way?

Not in the details, and the options change over time. Both target by area, but how each decides who counts as “in” your area differs. Check the location settings on each platform against your actual map instead of trusting the defaults.

Find out where yours breaks.

Seven questions. Two minutes. See the one part of your engine holding your projects back.

Show me where I’m losing jobsFree 2-minute assessment · No pitch, no obligation

Avg response time 2.5 minutes