Short answer: own a listing that ranks for your trade plus your service area, so the homeowner contacts you directly instead of a lead broker selling the same job to four companies.
The problem with bought leads. You pay per lead, the same lead goes to several contractors, and you win on speed rather than quality. The moment you stop paying, the pipeline stops. You are renting demand, not building it.
What you own instead. A listing that turns up for "roofer in Arlington" or "HVAC repair Mandarin" sends you a homeowner who contacted you and only you. Same job, no auction, no per-lead fee.
Licence and trust do the selling. Homeowners are wary, and rightly so. A listing with your licence number, real reviews, service area and a verified badge answers the question they are actually asking: is this person real and will they show up.
Service area matters more than address. Most trades are mobile. Say the areas you cover, so you appear for the neighborhood searches that matter and skip the ones you will not drive to.
Where the plans fit. Trades usually sit on Professional Services, because lead value is high enough that one job pays for the year several times over. Larger firms covering the whole metro, or running multiple crews and locations, take Corporate. See current plan prices.
Do the maths on your own numbers. If your average job is worth more than the annual plan, the plan pays for itself on the first call.