Some paving businesses thrive during spring because of their consistent influx of asphalt paving leads.
These companies have more leads than they can handle, from prospective customers looking to book a service with their specific brand.
This may seem far-fetched for pavers living from lead to lead, hoping that the phone rings so they can book their next job.
The difference between these two outcomes is which lead generation methods each paving contractor uses to drive business.
At Contractor Webmasters, we’ve launched dozens of effective lead-generation campaigns for asphalt and paving contractors, and we want to share which of our methods works best.
What are Asphalt Paving Leads?
Asphalt paving leads are prospective clients who’ve demonstrated interest in your paving services by calling your business phone number, submitting a contact form, or making some tangible inquiry.
Best Asphalt Paving Lead Generation Strategies
The journey a user takes from not knowing that your company exists to submitting a formal inquiry is what we know as lead generation.
Companies can utilize various lead generation strategies to capture new customers, from SEO and AI to email marketing and paid ads.
Depending on your company’s marketing budget and resources, you are unlikely to be able to launch ALL of these lead generation methods simultaneously.
As a result, focus on the strategies that are most attainable for your current situation and add in new ones as your business grows.
Below are the best asphalt paving lead generation strategies for 2025:
SEO
SEO is the most profitable lead generation channel for paving contractors in 2025. Securing top organic positions on Google Search and Google Maps lets your business capture the highest conversion prospects at the lowest cost per lead.
94% of users click on organic search results instead of ads, and they are more likely to become repeat customers and leave a favorable review on your Google Business Profile.
Despite its objective value, SEO has a murky reputation among asphalt companies who are typically unhappy with their SEO services, either now or in the past.
Below, we’ll outline the primary components of SEO as a lead channel:
Local SEO
Since asphalt paving companies service local customers, ranking in the Google Map 3-Pack for specific paving keywords is essential.
Furthermore, it’s vital to rank on organic results for local-specific queries like paving contractor dallas tx.
Paving companies can build their local SEO foundation with a Google eBusiness Profile and an optimized custom website that targets a specific service area.
From there, it becomes about getting Google Reviews and sending local brand signals with tools like DataPins.
On-Page SEO
On-page SEO is dull for most business owners who don’t want to deal with the minutiae of title tags and meta descriptions to get new customers.
That’s why most companies hire an SEO agency to perform these mundane tasks on their behalf, which results in higher search rankings and more consistent leads.
The details matter with on-page SEO, such as keyword placement, internal linking, image optimization, and content formatting.
Most of your current paving company competitors have vulnerabilities with their on-page SEO, providing an opportunity to outrank them with the proper tasks.
Off-Page SEO
A perfectly optimized website with pages targeting each paving service may be enough to rank in some smaller cities, but larger metropolitan areas will require off-page SEO signals.
These off-page SEO signals include backlinks, citations, brand mentions, social media content, and other online activity not directly on your website.
You can build dozens of citations with services like Whitespark, which will disseminate your business information to the major directories.
Earning backlinks requires more effort as these usually manifest from business relationships with other entities who may mention your company on their website.
Bonus Method: Join Industry Associations
Joining associations in your industry and region creates valuable off-page SEO signals for paving companies nationwide.
For example, the National Asphalt Pavement Association (NAPA) is an excellent platform to become a member.
In addition, depending on your location, you can join local institutions like the Chamber of Commerce.
Remember that these memberships should result in a link to your website on the respective membership pages.
Paid Ads
Paid ads are most paving companies’ default lead generation channel, especially those without an existing online presence.
Major platforms like Google, YouTube, and Meta (Facebook and Instagram) offer paid advertising for businesses like asphalt paving.
While paid ads can produce paving leads quickly, they also put businesses at risk of overspending in the short term without sustainable long-term profit.
Below, we’ll outline the components of paid ads and how to maximize them for lead generation.
Google Ads
Google Ads presents asphalt pavers with an opportunity to appear on search results without SEO.
Whether using Search Ads (pay per click) or Local Service Ads (LSA) (pay per lead), asphalt paving companies can generate leads through Google advertising.
LSA ads connect with your Google Business Profile and its corresponding reviews, while Search Ads connect to a landing page (typically on your website).
In both cases, paving contractors should target local-intent keywords to attract nearby customers seeking your services.
YouTube Ads
YouTube is a Google company, which means asphalt companies can run ads on YouTube using their Google account.
YouTube ads can span from display ads using still images to in-stream video ads using video content.
Pavers looking to reach users who are watching videos about topics like pavement seal coating or parking lot sweeping will be intrigued by YouTube ads.
Like Google, you’ll want to target users within your service area to avoid wasting ad spend on prospects you cannot service.
Meta Ads
The Meta Ads platform allows paving companies to advertise on Facebook and Instagram using various ad types and campaign goals.
Facebook Ads have a good reputation for delivering prospects at a reasonable cost per lead, and Instagram’s increasing popularity is also intriguing for small businesses.
Companies can generate leads directly on the platform using Lead Ads or funnel users to a landing page to introduce more friction.
Ad specifics depend on your budget, campaign goals, and media production resources.
Email Marketing
Email marketing has been shown to produce leads, with 60% of consumers saying they make a monthly purchase after reading a brand email.
However, achieving top-line results requires building a subscriber list and streamlining personalized automation.
You can use software like Aweber or Mailchimp to assist with these processes, but building your subscriber list will require additional effort.
For example, running ads, ranking on Google, and providing lead magnets such as free discounts or downloadable case studies can lead to new email subscribers.
Below, we’ll outline the components of email marketing for paving lead generation:
Email Marketing Software
It’s nearly impossible to scale email marketing campaigns without software like Aweber or Mailchimp, which provide the tools and features needed to maximize email campaigns.
These CRMs host your email subscribers while offering segmentation and customization features to help you reach the right users for the correct items.
Furthermore, this software helps you comply with email regulations that prevent your emails from ending in people’s spam folders.
You should only invest in one of these platforms if you have the infrastructure (website, Google Business Profile) to attract new subscribers.
Email Subscribers
Your company may already have emails stored in a CRM from previous interactions with existing or prospective customers.
If acquired with the user’s consent, they can be transferred into your software dashboard as the foundation of your subscriber list.
From here, you’ll need to start gaining new subscribers with SEO, paid ads, and lead magnets, detailed in other parts of this post.
Ensure subscribers agree to share their email addresses by providing a checkbox that signals their consent.
Email Personalization
Most email software allows for personalization through shortcodes that ensure every email addresses the subscriber by their name.
Personalizing emails is vital to maximizing open rates and conversion for your paving business, as users now expect to be addressed by name in promotional emails.
Personalization alone is also insufficient for long-term marketing success, as users should be segmented by their specific interests and relationship to your services.
Finally, paving companies must utilize email automation to reach the users at their ideal times, which may vary by the type of service they require.
Digital Branding
Building a digital brand is the best way to generate exciting paving leads in 2025. Almost any company can set up a website, but it will not drive new customers if it does not convert.
Branding is often associated with slogans, logos, and color schemes, but it goes far beyond that in today’s digital landscape.
For example, a Google Business Profile with at least 20 reviews is an integral part of your digital brand, as is a demonstration of E-E-A-T on your website.
Consumers who trust a business will likely submit their contact information and spend money on that brand.
Below, we’ll break down the components of digital branding for lead generation.
E-E-A-T
E-E-A-T stands for experience, expertise, authority, and trust and is Google’s acronym when instructing search quality graders to evaluate websites and rankings.
For example, a website ranking #1 for paving contractor near me will be assessed by quality graders on whether it meets those standards.
If it falls short, Google will tweak its algorithm to ensure the site no longer ranks #1 for that keyword (assuming better options exist).
Factors contributing to E-E-A-T include reviews, proof of work, accurate contact information, unique phones, award badges, and more.
Reputation Management
When users search for a brand name on Google, they will typically see a Google Business Profile, Google reviews, the business website, and a list of directory websites (Yelp, BBB, etc.) with listings for that business.
Considering this, it’s vital to ensure you have all of these things set up and drive positive reviews to each of them.
You can use review request apps like DataPins or Gatherup to streamline the review process through text and email, but it also helps if your contractors ask the client in person.
Finally, ensure your directory listings are up-to-date with accurate contact information and that they link directly to your official business website.
Social Media Signals
Consumer behavior has shifted increasingly toward social media platforms like Facebook, Instagram, YouTube, and TikTok.
While you might not view an asphalt paving company as conducive to social media engagement, all modern brands should have a presence on these apps.
You don’t have to post every day or keep up with the latest trends, but you should have active profiles with links back to your website and contact information.
Having the profiles sends favorable social signals to Google and AI platforms that you are a legitimate brand.
AI / LLM
Artificial intelligence and large language models are the newest lead generation channels for asphalt and paving companies.
Google, Meta, Bing, and other platforms have all integrated large language models into their algorithms and search results.
Additionally, consumers use LLM chat platforms like ChatGPT, Google Gemini, and Perplexity to find paving contractors.’
These new channels are an excellent opportunity for small businesses to drive new prospects to their business.
Below, we’ll outline how to leverage AI and LLMs as a lead generation channel:
Google AI Overviews
The fastest way to generate asphalt paving leads through AI is by appearing within answers generated via Google’s AI Overviews.
When Google users search for terms like concrete joint sealing service dallas AI will deliver an AI Overview that recommends businesses.
You can optimize your website with SEO and E-E-A-T to increase your chances of appearing in these answers.
The AI model is trained by internet data, including Google search results that rank for that term.
ChatGPT
OpenAI’s ChatGPT is what propelled AI into the digital mainstream in 2024. In 2025, many potential paving customers use ChatGPT for various tasks, including finding contractors.
That’s not to say they’ve abandoned Google but to suggest they’ve added an additional tool for researching businesses.
Appearing in ChatGPT answers requires a similar campaign for appearing in Google AI Overviews, appearing in or producing web data for the AI to train on.
This may include appearing in a list of the 10 best paving contractors in your city, or simply ranking #1 for paving contractor in your city.
Other AI Use Cases
Aside from appearing in AI answers to drive more leads to your pacing business, you can also use AI in other ways.
For example, ChatGPT can generate lead magnets, landing pages, blog posts, and social media content.
You can also use platforms like HighLevel, which includes AI features for lead funnels and automation.
Newer AI tools like Sora can now generate short videos that can be uploaded to YouTube and other visual platforms.
Next Steps for Asphalt Paving Lead Generation
As you are now educated on the best ways to generate asphalt paving leads in 2025, you can begin to invest in the process of inserting your brand into this wide range of digital channels.
The best place to start is with SEO and local SEO, which can be done by creating an optimized website and a Google Business Profile.
These two entities will serve as your lead generation foundation form, which you can expand into paid advertising, email marketing, digital branding, AI, and more.
As your digital presence gains momentum from increased engagement, your cost per lead will decrease, and the quality of your leads will increase.
To learn more about asphalt paving leads, get in touch with Contractor Webmasters today.
