Search first, because a buried driveway starts with a search.
By Ty Stevens, founder of To The Max Media · Updated
Snow and plowing campaigns paid $4.95 a click and $28 a lead in one agency's Google Ads data (99calls). That is one dataset, and storm leads rise and fall with the weather.
- Turn search up with the forecast, down when it is dry
- Offer storm-day callers the rest of the season
- Never sell more visits than the trucks can run
Start on Google, where the intent is plain. One agency's snow campaigns paid $28 a lead (99calls), against $90.92 for the home improvement search average (LocaliQ, 2026). Facebook comes second, for the fall sign-up push before anyone searches. Every lead is checked against the route before anyone says yes.
Turn the storm caller into a season
A storm-day caller wants one push, and on-demand plow apps sell exactly that, with no contract. Your answer is speed plus an offer: clear the driveway today, then offer the rest of the winter at a prorated season price. Even a no today sets up a renewal call next fall.
Leads the route cannot take
A lead across town costs the same as one next door, and a truck can only reach so many driveways after a storm. 99calls' advice on Local Services Ads holds for every channel: do not pay for more opportunities than the crew can fulfill (99calls). Tight targeting and a route check on every call keep trucks on paying streets.
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“Ty has been absolutely amazing! He's helped me out with everything from GoHighLevel and Facebook to building a custom app for my business. Since working with him, my business has been bringing in a ton of high-quality leads. I've worked with several different people in the past, but Ty is on a completely different level. He knows his stuff, gets things done, and actually delivers results. This dude is awesome! I highly recommend him to anyone looking to grow their business.”
A few things you might be wondering
What should the snow callback ask?
Address first, then driveway size, walkways and steps, and whether they want a season or one visit. The address shows whether it fits a route before you quote. A caller outside the route gets a quick, polite no.
Should fall leads and storm leads be handled the same way?
No. A fall Facebook lead is shopping for a season and can take a day for a full quote. A search lead in a storm wants an answer in minutes. Staff the phones for storms and batch the fall quotes.
How do HOA leads differ?
A board decides once for the whole street. One contractor covering a subdivision can bring the price down to around $70 a home per season (Lawn Love, 2026), and community contracts commonly run two to three years. Treat them as bids, not form fills.
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Google first. The numbers behind the verdict.
- Why it comes first
- Google first. Nobody searches for a plow until they wake up to a buried driveway, and then they type snow removal near me into their phone and call whoever is at the top. Turn your ads up when the forecast turns, down in a dry week, and let Meta carry the fall when people sign season contracts.
- Google Ads, cost per click
- $4.95 (snow removal and plowing campaigns, Jan to Jul 2026, 90 leads, 17.6% click-to-lead, $28 cost per lead, 99calls) to $8.33 (Home and Home Improvement average, LocaliQ 2026, with $90.92 average cost per lead)99calls.com and localiq.com, 2026
- Meta, cost per lead
- $34 (home services average) to $58.56 (landscaping); no snow-removal-specific Meta benchmark is published. Facebook and Instagram clicks for home service contractors average $2.30 (Valley Marketing Group 2026)adamigo.ai and thevalleymarketinggroup.com, 2026
- Local Services Ads
- Snow removal is a category of its own, not lumped in with lawn care or landscaping. Google lists business and owner checks, plus a state license wherever local law requires one.
- Second channel
- Facebook and Instagram carry the fall sign up push, September to November, when the contracts get decided and nobody has thought to search for a plow yet. Search takes over once the snow starts.