In the chimney service business, success comes down to one simple formula: steady leads at a sustainable cost. Whether you offer chimney cleaning, inspection, repair, or masonry services, your business lives and dies by the number of qualified homeowners contacting you every week. But here’s the challenge, many chimney companies pay $80, $120, or even $200 per lead because they rely on outdated advertising, expensive agencies, or referrals that are inconsistent.
The good news? You don’t have to overspend.
This in-depth guide will show you exactly how to generate high-quality chimney service leads for under $60, consistently and predictably. These strategies are built specifically for chimney sweeps, fireplace repair techs, and small to mid-sized home service businesses who want more scheduled jobs without wasting money.
You’ll learn:
- How to set up Google Local Service Ads (pay-per-lead model)
- How to run Facebook and Instagram ads that get leads for $20–$40
- How to use Google Search PPC with cheap, high-intent keywords
- Free methods using Google Business Profile and email marketing
- Referral systems that bring in jobs for $20 or less per lead
How to increase conversion so every lead goes further
Table of Contents
- Understanding Lead Costs in the Chimney Service Industry
- Google Local Service Ads (LSAs): Pay Per Lead Strategy
- Facebook & Instagram Ads: Targeted Social Media Leads Under $40
- Google Search PPC: High-Intent Keywords for Lower Cost Leads
- Free Organic Leads from Google Business Profile
- Local Partnerships & Referral Systems for Low-Cost Leads
- Email & Postcard Retargeting: Staying Top-of-Mind for $5–$15
- Seasonal Promotions: Increasing Lead Conversion Rates
- Maximizing Conversion: Turning More Leads into Booked Jobs
- Real Numbers: How to Keep Lead Cost Under $60 (CPL Breakdown)
- Common Mistakes That Make Leads More Expensive
- Final Thoughts – Building a Sustainable Lead System
Why Lead Cost Matters in the Chimney Industry
Running a chimney service business comes with unique challenges: seasonal demand, high competition, and customers who only think about you once a year, if that. That means every advertising dollar counts.
Let’s break down some realities:
| Cost Factor | Amount |
|---|---|
| Average cost of a missed call/lead | $150–$300 in lost revenue |
| Average chimney sweep job value | $125–$250 |
| Chimney repair or liner replacement | $800–$3,500 |
| Average cost per lead (poor marketing) | $80–$200 |
| Target cost per lead for profitability | Under $60 |
If you can keep your cost per lead (CPL) under $60 and close even 30–40% of those leads, your return on ad spend becomes extremely profitable. The strategies below help you not only get more leads, but convert more of them.
Google Local Service Ads (LSAs): Pay Only for Real Leads
Google Local Service Ads (also known as Google Guaranteed Ads) are one of the best tools for chimney businesses today. Unlike Pay-Per-Click (PPC) ads, you only pay when a customer calls or messages you directly from the ad.
Why LSAs Work for Chimney Companies
- You show up at the top of Google, above regular ads and map listings
- You only pay when a homeowner contacts you (not for clicks)
- Customers trust you more because of the Google Guaranteed badge
- Average cost per lead:
$30–$50
How to Optimize for the Lowest Lead Cost
- Add all your chimney services (sweeping, inspection, chimney cap install, repair)
- Use real photos of your team and work
- Get at least 5–10 customer reviews
- Respond quickly to every lead, Google prioritizes faster responses
- Turn on call tracking and message notifications
With a well-optimized profile, many chimney companies report $35–$50 per lead, well below the $60 target.
Facebook & Instagram Ads: Hyper-Targeted Local Leads for $20–$40
Facebook and Instagram ads are incredibly powerful when used with the right offer and audience targeting. The key is local advertising + strong seasonal offers.
Sample High-Converting Ad Offer
"Winter is coming! Get your Chimney Inspection + Sweep for $99. Protect your home from fire hazards. Limited slots available,book today!”
Targeting Settings That Work
| Setting | Recommendation |
|---|---|
| Location | 15–30 miles around your service area |
| Age | 30+ (homeowners) |
| Home Value | $250K+ (optional from detailed targeting) |
| Interests | Home improvement, fireplaces, wood stoves, HGTV |
| Budget | $20–$50/day |
How to Keep Lead Costs Low
- Use video ads of chimney cleaning or before/after clips
- Add “Book Now,” “Call Now,” or “Message Us” buttons
- Create retargeting ads for people who visited your website but didn’t book
- Offer something of value: inspections, $99 sweep, free chimney safety checklist
Typical Results
- Cost per lead: $20–$40
- Booking rate: 30–50%
- Highest performing seasons: September–November and early spring
Low-Cost Google Search PPC (High Intent Keywords)
Google search ads are still one of the highest intent lead sources, when people search “chimney sweep near me,” they’re ready to book. The secret to keeping CPL low is focusing on long-tail, low-competition keywords.
| Keyword | Avg. Cost Per Click | Conversion Rate | Notes |
|---|---|---|---|
| chimney sweep near me | $3–$6 | High | Most competitive |
| chimney cap repair cost | $2–$5 | Moderate | Lower competition |
| fireplace inspection service | $2–$4 | Excellent | Great seasonal lead |
| chimney odor removal | $1–$3 | Niche | Off-season service |
How to Keep Cost Per Lead Under $60
- Use call-only ads during business hours
- Add negative keywords like “DIY,” “jobs,” “salary,” “chimney sweep tools”
- Send traffic to a dedicated landing page, not your homepage
- Include call tracking to measure results
With this setup, chimney companies commonly see leads for
$25–$55.
Free Organic Leads from Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the few marketing tools that can generate leads for $0 if optimized correctly.
Steps to Optimize:
- Add high-quality before/after job photos
- List all your services with pricing if applicable
- Post weekly updates (e.g., “Winter Chimney Sweep Slots Filling Fast!”)
- Get 10–20+ reviews from past customers
- Enable call and message options
Bonus Tip:
Use tracking numbers or call analytics to see exactly how many leads come from your profile.
This method alone can get you 5–30 leads per month for free.
Local Partnerships & Referral Deals , Leads for $20 or Less
Word-of-mouth is powerful, but strategic referral partnerships take it further.
Who to Partner With:
| Partner Type | Why it Works |
|---|---|
| HVAC companies | They’re already in homes and see chimney issues |
| Realtors & home inspectors | Homeowners preparing to sell need chimney inspections |
| Property managers | Repeat work and annual chimney services |
How to Structure the Deal
- Offer $25–$30 referral payout per booked job
- Or offer referral exchange, free inspection for every client referred
These leads are often the most qualified and cheapest.
Retargeting: Email & Postcard Follow-ups for $5–$15 Per Lead
Most homeowners forget to schedule chimney maintenance until it’s too late. Email and postcard retargeting fix this problem.
Email Follow-Up Strategy

- Collect emails after service or through your website
- Send reminders every 6–12 months:
“It’s been a year since your last chimney cleaning. Schedule now and get 10% off!”
Promote seasonal offers, safety checklists, and discounts
Best neighborhoods to target: older homes, wood-burning fireplaces, higher home value areas.
Maximize Conversion: Turning Leads into Booked Jobs
You can generate 50 leads a month, but if you’re not converting them, you’re wasting money.
Top Conversion Tips

- Answer every call, missed calls = lost revenue
- Use call-answering services during off-hours
- Respond to messages within 5 minutes
- Offer online booking and text confirmations
- Send reminders the day before and morning of the appointment
Real Numbers: How to Keep CPL Under $60
| Lead Source | Avg CPL | Conversion Rate | Notes |
|---|---|---|---|
| Google LSAs | $30–$5 | 40–60% | Best ROI overall |
| Facebook Ads | $20–$40 | 30–50% | Works well pre-winter |
| Google PPC | $25–$55 | 25–45% | High intent searches |
| Referrals | $0–$30 | 60–70% | Most profitable |
| Email/Postcards | $5–$15 | 20–45% | Great for repeat customers |
Final Thoughts: The Path to Sustainable Growth
Lead generation doesn’t need to be complicated or expensive. With the right strategy, chimney sweep and chimney repair businesses can consistently get new jobs for under $60 per lead, and often much less.
The key is combining paid ads, organic visibility, follow-ups, and strong customer experience.