A decade managing paid media for local service businesses taught us one thing clearly: the lead problem isn't the ads. It's everything after the click. Leads.cx is the service we built to fix that.
10+
Years in Local Service Marketing
17+
Industries Covered
100%
Exclusive — Never Shared
Pre-qual
Every Lead Screened Before Delivery
2014 — The experiment
The path didn't start in an agency. It started with a retail business, built from scratch, marketed from day one — SEO, Facebook Ads, Google Ads, the lot. The purpose was simple: prove the skills work before putting them on a CV. It turned profitable within three months.
That business was never really about retail. It was a controlled test of whether digital marketing could move the needle on a real business with real money on the line. It could. That result opened the next door — and left a permanent habit of treating marketing as something you verify with numbers, not something you believe in as a theory.
2014–2016 — Agency life
A Head of PPC role at a digital agency in Malta came next. Managing campaigns across multiple clients at once, the patterns became impossible to ignore. The ads could be performing well by every metric in the platform — cost-per-click down, CTR up, quality scores healthy — and the business on the other end was still struggling to convert the leads it received.
The problem wasn't the traffic. It was the leads: too broad, poorly timed, shared with competitors, unqualified. A roofer getting inquiries from renters. An HVAC company being called by people who'd already booked someone else. A solar installer spending half its week with homeowners who'd never qualify for financing. The ads worked. The leads didn't.
2016 onwards — Extra Large Marketing
Going independent and founding Extra Large Marketing brought a client base that was almost entirely local service businesses and the agencies that serve them: roofing contractors, HVAC companies, landscapers, law firms, dental practices. The work was direct-response paid media — Google Ads, conversion tracking, landing page optimization.
Over years of running those accounts, the same problems kept surfacing. Leads that weren't screened. Shared leads from aggregators. Ad spend going to the right search terms but the wrong intent. Businesses paying for volume when what they needed was quality.
The longest client relationships from that period have been running for over seven years. That kind of retention doesn't happen without results. But it also gave us an unusually clear picture of exactly where local service businesses waste money — and what a better lead delivery model would look like.
Now — Leads.cx
Leads.cx is the service we built when we stopped trying to fix the lead problem inside someone else's ad account and started owning it end-to-end. We source leads, qualify them against your criteria before delivery, and send them exclusively to you on a guaranteed monthly volume.
The AI qualification layer was built to do what a good sales development rep would do: learn which lead characteristics predict a close, feed that back into the sourcing model, and improve continuously. It's running on a decade of signal from real local service campaigns — not a generic lead-scoring algorithm.
We're not a lead aggregator. We don't run an ad marketplace. We build a dedicated lead program for your business, in your service area, for the specific job types you want. You get a predictable number of pre-qualified, exclusive prospects every month — and a team that's been in this industry long enough to know what a good lead actually looks like.
Every part of the process is built to protect your close rate, not just your pipeline volume.
Each industry has its own qualification criteria — roof age for roofers, ownership status for home services, financing eligibility for solar. Leads are screened before delivery, not after.
Every lead is matched to one client. No auctions, no shared pools, no competing against three other contractors for the same homeowner. The lead is yours from the moment it's delivered.
You subscribe to a set number of leads per month. We hit that number. If we fall short, we make it up in the next billing cycle. Predictable pipeline, not a trickle-when-conditions-are-right model.
Outcome data from your closed and lost leads feeds back into our qualification model weekly. The system learns what a convertible lead looks like for your specific business — and gets sharper over time.
Leads are sourced within your service area, configured by zip code, county, or radius. We don't deliver leads outside your coverage zone — no leads you can't service, no wasted sales time.
When your crews are at capacity, pause or reduce volume. When you want more of a specific job type — commercial work, emergency calls, a particular service — we adjust the sourcing parameters to match.
Local service businesses that win on execution, not on marketing budgets. You know how to close jobs and deliver quality work — the problem is getting a reliable flow of the right kind of inquiries, without paying someone to manage an ad account you'll never fully understand.
This isn't for businesses that want to test lead generation with a handful of trials. The subscription model works because the AI qualification improves with outcome data — the longer you're in, the better the leads get. It's built for businesses planning to grow, not ones that are dipping a toe in.
Because leads are exclusive to one client per area, we can only take on a limited number of businesses per industry per market. If your category is already filled in your area, we'll tell you directly rather than oversell into a saturated slot.
Home service contractors
Roofing, HVAC, plumbing, landscaping, foundation repair, basement waterproofing, solar installation, deck builders, home remodeling.
Professional services
Law firms, dental practices, financial advisors, business consultants, property management companies. High-value clients where lead quality directly determines revenue.
Multi-location operations
Businesses covering multiple territories or service areas. We route leads to the right location automatically and can segment by job type or service tier across branches.
Straightforward answers about how Leads.cx works.
No ad account to manage. No agency to brief. A guaranteed number of pre-qualified, exclusive prospects every month — built on ten years of knowing what a good local service lead looks like.