Let me get this straight.
You run an asphalt paving company.
You do solid work, turning cracked, miserable parking lots into smooth, blacktop masterpieces.
You should be booked solid, rolling in jobs, scheduling three months out.
But instead, you’re waiting around for HomeAdvisor or Angi Leads to toss you some scraps while you compete with ten other guys in a race to see who can offer the lowest price.
Genius move.
Listen, if your entire lead strategy is based on throwing money at lead-gen sites and hoping for the best, you might as well set your cash on fire. At least you’ll get some warmth out of it.
Meanwhile, potential customers—the ones ready to pay—are out there pulling out their phones, typing in exactly what you do, and hiring your competitor because you’re nowhere to be found.
Unbelievable. Let’s fix this.
Here’s the part where I tell you something so painfully obvious it should make you reconsider your life choices: Google wants to send you customers.
Yes, that Google.
The one that practically runs the internet.
The one that everyone turns to when they need something.
You know what no one does when they need a paving contractor?
Check their mailbox for a postcard or drive around town looking for signs.
They pull out their phones and type exactly what they need:
“Driveway paving near me”
“Parking lot sealcoating in [city]”
“Contractor who actually answers the damn phone”
But you?
You’re sitting there, invisible, while someone else cashes in.
Why?
Because you haven’t set up your Google Business Profile.
I cannot stress this enough: If you don’t have a Google Business Profile, you might as well not exist.
Google gives this to you for free—a listing that puts you directly in front of paying customers.
And yet, so many asphalt contractors act like signing up for it is some kind of advanced calculus equation.
Here’s how to do it (seriously, do it right now):
Go to Google Business Profile.
Follow the steps. (Yes, you might have to verify your business. Yes, this takes effort. No, Google doesn’t care about your excuses.)
Fill. It. Out. Completely. Add your services, business hours, photos of actual jobs (not stock photos of generic asphalt—no one trusts those), and make sure your phone number works.
Get reviews. Yes, you have to ask customers. No, they won’t just magically leave them. Offer them a discount, a handshake, or a free coffee if you have to. Just get them.
Boom.
You’ve just given yourself a fighting chance to actually get leads without paying a middleman.
If your website is slow, confusing, or looks like it was designed by someone who also sells used cars on Craigslist, you’re losing leads.
Your website should be:
Fast. If it takes more than three seconds to load, people are gone.
Mobile-friendly. People search from their phones, not desktop computers in their basements.
Clear. The first thing they should see is: “We pave driveways and parking lots in [Your City]. Call now.” Not a bunch of nonsense.
Loaded with actual job photos and testimonials. No one believes a paving company with zero proof of work.
Do this, and suddenly, you’re no longer competing for leads like some desperate contestant on a reality show.
You’re ranking on Google, showing up for local searches, and getting calls from people who actually need your services.
Have you ever actually clicked on a Google ad?
Be honest.
You probably scroll right past them because they scream, “We paid for this spot, but we might suck.” Your customers do the same thing.
Meanwhile, the Google Map Pack—those top three business listings that show up first?
That’s where people actually click.
And guess what? That’s exactly where your Google Business Profile can put you.
Most clicks happen on:
The Google Map Pack (where your GBP listing shows up)
The first few organic search results (where your website should be)
The businesses that show up there get free, high-quality leads from people who are actively searching for what they offer.
And yet, here you are, still giving HomeAdvisor a chunk of your money for leads that get sold to six other contractors.
Step 1: Get your Google Business Profile set up. Fill it out completely. Add photos. Get reviews.
Step 2: Build a website that doesn’t suck. Make it fast, mobile-friendly, and clear.
Step 3: Stop being invisible and start getting real customers who actually need paving work.
Or, keep dumping money into paid lead services and hoping for the best.
Your call.
Need help?
I specialize in making sure asphalt paving contractors stop playing the lead-gen lottery and start actually getting found on Google.
If that sounds good to you, let’s talk.
Your future customers are searching right now.
Are they finding you or your competition?
