How to grow an insulation business? | Insulation Business Lead Generation

The content shows how an insulation company grows faster when it uses lead generation, SEO and strong branding because these channels create predictable demand. James Dooley highlights that PPC drains budget through click fraud which reduces profitability, so SEO becomes the safer long term asset that increases conversions. He stresses that exclusive real time leads improve margins because payment happens only after conversion which strengthens cash flow. He also explains that educational content builds trust which raises inquiry volume.

Creators and Guests

Host

James Dooley

James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

Kasra Dash: So if I have an insulation company what would you recommend for me to get a consistent flow of inquiries every single month
James Dooley: So if you're looking to grow an insulation company first and foremost the very first thing I'd do to get leads almost instantly is team up with a lead generation company. There's quite a few different lead generation companies that do insulation whether that's like loft insulation cavity wall insulation. There's a few people that talk about like spray foam insulation but I think there's a few issues with that at present but there's lots of different types of insulation services of what you can generate leads for. There's places like Checkatrade Build a Builder Yellow Pages advertising and then Bark and stuff like that so maybe go and try those out. I think for a few of those you might go and get a few free leads see how those convert and then kind of cross reference them to see which ones are getting you the best return on investment.
James Dooley: Over at fatrank.com we've got a slightly different lead generation approach but you need to go through a qualification process so if you go to fatrank.com go to the contact page and give your details in and saying you're looking for insulation leads. The qualification process will double check to see exactly is it loft insulation or cavity wall insulation and whereabouts do you cover and we'll just do a quick check of your branding online. Do you have good quality five star reviews have you got images and videos online do people know who you are because we want to make certain if we're generating you leads that you're converting those leads.
James Dooley: This is the bit the caveat is very different to the rest of them. One we give exclusive real time leads but the second part is you only pay on conversion so you only pay for jobs that you've actually gone and won installed and been paid for that is it. You don't pay for SEO you don't pay for PPC you don't pay for the lead you're only paying on the conversion. So I do that but something else if you are a business owner of an insulation company do not throw all of your eggs into the FatRank basket. Diversify try to generate your own leads so this is where you come into it like SEO and PPC can both be two major players for them to generate their own leads.
Kasra Dash: What do you think would be better for an insulation company that's looking to grow would you think that SEO search engine optimization or pay per click in Google would perform better
James Dooley: So I am not a fan of PPC. Obviously the pros are that it can start generating new leads literally if we right now it's half one if we were to set up the ad account we could probably start generating leads by 5 or 6 p.m. but the issue that I have with it is first of all it's very expensive. Second of all you do have click fraud so if anybody that is watching that doesn't know what click fraud is basically your competitors can start clicking on your ads and it starts burning your budget so let's say if you're spending £100 60 of that might actually go to click fraud or 40 of that might go to click fraud so you've got that issue.
James Dooley: Issue number three is you do have a lot of window shoppers so for example there might be people that are not fully interested in actually purchasing or buying your product which is insulation but they're just trying to get three or four different quotes and again you've just wasted let's say another 40 or 50 pound on that one click so you've got that issue as well. Whereas with SEO it is a long term play but I think it's a much safer play if I'm being 100 percent honest so I would be looking to get all of your pages listed on your website obviously optimise those pages.
James Dooley: If you don't know what you're doing fill out the form on FatRank and we can guide you with whatever SEO agency to use but obviously you've got different types of insulation so list out all of the different types of insulation. Is it interior insulation is it loft insulation is it exterior wall insulation having all of those on your website and then also targeting which areas you actually cover. So for example if you are a Manchester based company you might go after loft insulation in Oldham loft insulation in Eccles etc.
James Dooley: Getting all of those and then also on the blog side trying to educate people as well so producing some educational content and then obviously acquiring the link building and stuff so that's one strategy. And then obviously on the other side which is still under the SEO umbrella is the Google Business Profile so trying to get as many reviews as you possibly can getting photos uploaded today.
James Dooley: Also on your social media doing the exact same thing so if you can get before and after photos let's say you're doing insulation for a new build property getting before and afters getting video. There's a lot of insulation companies now that actually have GoPros on all of their contractors and they're just videoing it for social media so if you can do certain stuff like that that can definitely help as well and go a long way.
James Dooley: I think I have a big play as well with regards to SEO and then being able to leverage the SEO to share out on social media is explain some of the data and surveys of how much it's going to save you on energy bills. So if you go and put loft insulation in by the way this might bring down your energy bills by 34 percent. There's also certain grants that might be available government grants so making certain that if you are an insulation company try to get all that information put onto your website and be sharing that on social media be sharing that on Facebook on Twitter on LinkedIn be networking in these areas that then people some of these might go viable.
James Dooley: Try and do some videos yourself so explaining the benefits of having a certain type of let's say spray foam insulation versus traditional loft insulation what's better and why is it better. If you're doing any kind of removal of insulation and replacing with a better type of insulation that you're putting in kind of what savings is that going to make because it's not really an aesthetically pleasing product like oh look at my picture of insulation in my loft apart from if you like if you also do like the boarding out and stuff like that and it might make the loft look nicer and stuff.
James Dooley: But in general people want to know why do I need loft insulation what is it going to do for me oh it's going to save me money oh I'm interested now. So start touching upon that of what your clients might want to hear and they might go okay I need to get this because I want to have those savings or oh I didn't know there's a government grant that can do my cavity wall at 50 percent off or even 100 percent. Obviously it changes all the time with what government grants are available be the person that's got that information on your site that people are sharing your site that you're top of mind and top of thoughts when someone thinks about insulation.
James Dooley: The major two parts for me is teaming up with a lead generation company to get those consistent flow of inquiries straight away. Do not rely 100 percent on one strategy get that diversification and get your SEO better get your branding online to be better more reviews more testimonials so the conversion of any leads that you are generating you're converting at a much higher rate. If you get those two bits right you will definitely be looking to grow your insulation company.
James Dooley: If you guys do want to apply for the FatRank lead generation for your business make certain to check out fatrank.com or press the link down in the description