Keyword Plans: Turning Social Media Asks Into Booked Work

Watch any local Facebook group for a week and you'll see it: "Can anyone recommend a roofer?" "Our basement smells musty — who do we call?" "Looking for someone to clean up our yard before Saturday." These asks are real demand from real people, happening inside your service area, and most contractors never see them — because you can't be in thirty groups hitting refresh all day. The keyword plans exist to watch them for you. They're the core of our pricing page.

How it works

You give us your keywords — the words people use when they need what you do. Every plan watches Facebook groups and Nextdoor: Starter watches 10 Facebook groups, Plus 15, Pro 25 — and Pro also watches Reddit and Craigslist. When someone asks for a service that matches one of your keywords, we hand you the match — a real person, asking right now, that you work and close yourself. Matches are emailed to you twice a day at the email address on file — a late-morning send and an end-of-day send — so your matches arrive in two digests a day instead of a drip of interruptions.

The keyword rules (whole words only)

Keywords match whole words, exactly as written — no asterisks, no wildcards, and no special characters: letters and spaces only. That precision is a feature: you get asks that actually name your trade, not every post that happens to contain a few of your letters. It also means word forms count separately. A roofing company should list roof, roofs, and roofing — that's three keywords, because neighbors phrase the same need three different ways. You may enter up to 25 keywords; only your top keywords are used, up to your plan — the top 5 on Starter, top 10 on Plus, all 25 on Pro — in the order you list them. Think like a neighbor typing on their phone, not like a contractor writing an ad: "plumber," "leak," "burst pipe," "water heater" will outperform any single technical term.

What it costs, plainly

Starter is $49 a month (5 keywords, 10 Facebook groups), Plus is $99 a month (10 keywords, 15 groups), and Pro is $149 a month (25 keywords, 25 groups). Plans are month to month, with no per-lead charges. Two honest terms: these are warm lead handoffs, not guaranteed jobs — how they convert depends on your follow-up, same as any referral, and lead volume varies with consumer requests, so some weeks bring many asks and some bring none. That's exactly why your first month carries the 30-Day Lead Guarantee: if we don't find you a single matching lead in your first 30 days, your plan and add-on fees for that period are refunded.

How it fits the rest of your plan

Think of social asks as the top of your funnel and form requests as the bottom. A form request is a homeowner who found Nail the Match and asked for your service directly — highest intent. A social ask is earlier-stage: they're asking their neighbors, not a company, which is exactly why a fast, helpful response stands out so much. Both flow to the pros matched for that service and area. You choose your plan and keywords when you apply on the For Contractors page.

Questions & Answers

Stephen George writes for Nail the Match.