Why general contractors and construction companies in Chicago overpay for leads
Construction leads are high-ticket and slow: 30–120 days from first click to signed contract. Accounts measured on form fills always drift toward small, unprofitable jobs.
Chicago's Mexican-American market is large, loyal and heavily referral-driven — paid search plus review velocity compounds fast here. On top of that, Chicago accounts almost always mix Spanish and English keywords inside one campaign, which inflates CPCs on both sides and hides which language is actually producing booked work.
