💰 Beginner’s SOP: Automated Lead-Gen & Nurture System for Property Management and Home Service Companies (Google Ads, GoHighLevel)
I wanted to review a simple setup that every local service business should establish. A mostly hands-free marketing system that keeps meetings coming in without burning through sales reps or manual work. I remain an advocate for making manual cold calls and outreach. Still, every business should have an automated lead generation and nurture program.
There will be hard days and busy days. Having an automated program keeps your sales engine running smoothly, regardless of what happens that week.
I emphasize this because sales and marketing are where most entrepreneurs often fall short and eventually give up. For whatever reason, everybody becomes obsessed with building out a beautiful backend. Fancy project management boards, integrations, AI tools, etc...
However, when it comes to the front-end, the aspect that generates revenue for the business, they hardly invest time. It likely stems from a lack of education around what's possible on the sales front.
So here's an easy guide to set up an automated "find-qualify-follow-up" engine that works around the clock.
Standard Operating Procedure: Automated Lead Generation & Nurture System
What This Does
This guide shows you how to build a system that finds customers on Google, gets their contact info, and follows up with them automatically until they book a job.
Works for property managers, HVAC companies, plumbers, electricians, roofers, and cleaning services.
Required Tools
Google Ads Account - Minimum $25-$50/day budget
Google Keyword Planner - Free tool for keyword research (comes with Google Ads)
GoHighLevel (GHL) - CRM with pipeline, automation, chatbot capabilities, forms, landing pages, contracts, and payment processing
Calendar integration (Google Calendar, GoHighLevel, Outlook)
Step 1: Google Ads Campaign Setup
1.1 Create a Google Ads Account
Set up an account and link a payment method
Start with at least $25-$50/day budget
1.2 Find Keywords People Actually Search
Look for phrases people type when they need your service RIGHT NOW. Mix urgent words with your location.
Phrase templates:
"same day [service] [city]"
"emergency [service] near me"
"[service] [neighborhood]"
"[service] [zip code]"
Sample Keywords:
HVAC: "emergency heating repair San Antonio," "same day AC installation near me"
Plumbing: "24/7 plumber Austin," "pipe leak repair downtown"
Property Management: "property management company near me," "rental management Houston"
Cleaning: "house cleaning service Dallas," "commercial cleaning Oak Lawn"
1.3 Geo-Target Your Campaign
Set campaigns to target only your city or specific neighborhoods/zip codes.
1.4 Set Negative Keywords
Add negatives like "free," "jobs," or "DIY" to prevent wasting budget on irrelevant searches.
Step 2: Lead Capture, CRM Integration, & Automated Booking Workflow
2.1 Multi-Step Form
Direct all ad traffic to a focused landing page with a clean multi-step form. This lets you collect information even if they don't complete the booking.
2.2 GoHighLevel Automated Workflow
Set up this automation:
Trigger: Form submission starts the workflow
Touchpoint 1: Instant email confirmation
Touchpoint 2: Immediate SMS confirming request
Touchpoint 3: If no SMS reply, an automated call bridges your team with the lead
Touchpoint 4: If the call isn't answered, the voicemail drop goes to the lead's phone
Touchpoint 5: Internal notification to your team (Slack, Email, WhatsApp, SMS)
Industry data shows that following up within five minutes makes you 21x more likely to qualify that lead.
Step 3: Automated Nurturing and AI Booking Bot
Process:
Create an AI booking bot in GoHighLevel
Upload company documentation, FAQs, and pricing
Adjust tone and channels (SMS, WhatsApp, Web chat)
AI bot takes over nurturing, qualifying, and booking appointments
Automated email/SMS sequences nurture unresponsive leads over 20 days
Output:
Engaged leads get instant answers and easy self-booking
Unresponsive leads stay warm with automated follow-up
Your team spends less time chasing leads manually
Pro Tip: Keep your FAQ and pricing materials current. Outdated info causes big issues.
Step 4: Client Closing and Tracking
As deals progress ("New Lead" → "Qualified" → "Quoted" → "Booked" → "Won"), move the Opportunity card through your visual Kanban funnel in GHL. The entire team is aware of what's in the pipeline.
Set up automations for each pipeline stage. For example, send quotes, contracts, payment links, booking links, and marketing content. Whatever you often forget to do or know, they will have to receive it at that specific stage.
And because everything's integrated with GoHighLevel, you can see which keywords and campaigns generate the best leads and highest conversions.
Overview:
The point of this article is to outline that automated sales & marketing systems exist. You can set up a process that identifies customers, follows up with them, and schedules appointments while you're attending to other tasks.
However, most entrepreneurs still won't do it. They'll spend three months selecting the perfect project management tool and AI tool, all while their phone remains silent. Sales and marketing must happen every day. I cannot reiterate this enough. Every single day!
People have problems and are always searching for somebody to fix them... You need to build a system that allows you to show up in front of these people 24/7.
Google remains the #1 way people search. If you're not running ads, it's probably because:
Not sure how to do it → That's what this guide is for (or hire our team).
Didn't really think about it → Now you know.
Fear of spending money → It's completely normal to allocate 7-10% of your revenue towards sales and marketing. That's how businesses grow.
Heard it doesn't work → One man's trash is another man's treasure. The world continues to search for local services using Google.
Start with this at the very least. None of this is complicated. It's just Google Ads directing users to a form that triggers automated messages and an AI bot.
Build it, let it run, and I guarantee you that you will see meetings getting booked.
Contact Us
Our virtual assistant marketing team specializes in building these systems for local service businesses.
What we do:
Run paid advertisements to high-converting landing pages
Set up automated text and email sequences that actually engage leads
Build these automations in GoHighLevel
Monitor your team's response to incoming leads
Track your KPIs so we can optimize for better quality leads
Check us out: https://www.csoutsource.com/why-cs-outsource/