Plenty of roofing leads you can buy are sold to several roofers at once, often before you finish reading the homeowner's name. By the time you call, someone already quoted the job, someone else promised a lower price, and the homeowner stopped answering unknown numbers.
If you spent $5,000 on leads last quarter and can't say how many roofs you signed from them, you didn't buy marketing. You bought a guess. We fix that by generating leads for your own brand and measuring the only number that pays the crew: cost per signed roof.
Shared roofing leads vs exclusive roofing leads
There are two ways to fill a roofing calendar with paid work. You can rent leads from a marketplace, or you can own the machine that makes them. Both cost money. Only one of them gets cheaper over time.
| Bought or shared leads | Exclusive leads for your brand | |
|---|---|---|
| Who else gets the lead | Often several other roofers | Nobody. The homeowner asked for you |
| What the homeowner remembers | The marketplace's name | Your company name, your trucks, your reviews |
| Price pressure | High. You are one quote in a stack | Lower. You are the company they searched for |
| What you build | Nothing. Stop paying and it stops | Ad history, reviews, search rankings, a list of past customers |
| What you can measure | Cost per lead | Cost per lead, per estimate, per proposal and per signed roof |
Buying leads is not always wrong. When you are new in a market and the calendar is empty, a marketplace can keep the crew busy while your own channels warm up. The mistake is staying there for years, paying for the same homeowner your competitor is also calling, and never building anything with your own name on it.
How to get roofing leads under your own name
Roofing marketing is not one channel. Different homeowners find roofers in different ways, and the job type changes which channel works. These are the four we run for roofers.
Google Ads for high-intent searches
The homeowner typing "roof replacement near me" or "roof leak repair" has a problem today. Search ads put your company in front of that person with a page built for that exact job. We separate replacement, repair and insurance campaigns so each one gets its own budget and its own numbers. More on the setup in our page about Google Ads for contractors.
Local Services Ads
Local Services Ads show at the very top of many roofing searches with the Google Screened badge, and you pay per lead instead of per click. Getting in requires background checks, license and insurance verification, as described in Google's getting started guide for Local Services Ads. We handle the setup, the service areas, the job types, and the part most roofers skip: disputing leads that were never real jobs.
Meta (Facebook and Instagram)
Nobody scrolls Facebook looking for a roofer. But plenty of homeowners know their roof is 20 years old and keep putting it off. Meta ads with real job photos, drone shots and before and after videos reach that homeowner before the leak shows up in the kitchen ceiling. It is the channel for planned replacements, not emergencies.
SEO and your website
Ads stop the day you stop paying. Rankings don't. A roofing website with a page for each service and each city you work, backed by real reviews, brings calls you don't pay per click for. That is slow work, measured in months, and we are honest about it. See how we approach SEO for contractors.
Retail replacement vs storm and insurance work
A retail roof replacement and a storm claim are two different businesses that happen to use the same shingles. Mixing them in one campaign is how roofers end up with a cost per lead that looks fine and a close rate that makes no sense.
- Retail replacement: the homeowner pays out of pocket or with financing. The sale is about trust, warranty, financing options and price. The decision can take weeks. Meta and SEO carry a lot of weight here because the homeowner is researching, not panicking.
- Storm and insurance work: demand spikes after hail or wind, then drops. The homeowner cares about the inspection, the adjuster meeting and not getting stuck with the bill. Search ads and LSA catch the spike. Budgets need to move fast when a storm hits your area and pull back when it passes.
- Repairs: smaller tickets, but they are how a homeowner meets you. A good repair today is often the replacement five years from now.
We build separate campaigns, landing pages and tracking for each type, so you can see which one actually pays. Some roofers find their repair ads bring in the replacements. Others find storm work eats the budget and signs little. You only know when it is measured.
Cost per signed roof, not cost per lead
Cost per lead is the number every roofing marketing agency loves to show you, because it is easy to make look good. Cheap leads that never book an inspection are not cheap. They are expensive noise.
We track the whole path: ad, lead, booked estimate, proposal, signed contract. Every step comes with its own cost. To give you a reference, these are our averages across residential construction campaigns (results vary by trade, region, price and sales process):
- Cost per lead: about $166
- Cost per booked estimate: about $315
- Cost per proposal: about $494
- Cost per signed contract: about $1,714
- Average ad spend: about $4,300 a month, with average revenue of about $31,000 a month, roughly 6x per ad dollar
Roofing has its own numbers, and yours will be different. The point is that you see them for your company, per channel, per job type. When the whole funnel is mapped, our experience is that home services usually return somewhere between 6x and 20x on ad spend. That is what we have seen, not a promise.
To make this work, conversions have to be tracked properly on Google's side too. We set up conversion measurement in Google Ads so the algorithm learns from booked estimates and signed jobs, not from every form fill.
What you get when we run your roofing lead generation
- Paid ads: Google Ads, Local Services Ads and Meta, built and managed for roofing job types in your service area.
- A website that turns visits into calls: service pages for replacement, repair and storm work, with real photos of your crews. Details on contractor website design.
- CRM set up for a roofing pipeline: every lead lands in one place with its source attached, so you know which ad brought the $22,000 roof. See CRM for contractors.
- A live dashboard: spend, leads, estimates, proposals and signed roofs, in real time, by channel. You open it whenever you want. No waiting for anyone to send you a PDF.
- SEO and blog: for the roofers who want rankings that keep working when ad budgets pull back in the slow season.
Luis Gustavo Nascimento, our founder, is a Google Partner. The work is done by people who run ads for contractors every day, not by a generalist agency that also sells to dentists.
Who this is a good fit for
This works best for roofing companies that already do good work and have a way to run estimates. If you have a crew, a license, insurance and reviews you are proud of, we can put more homeowners in front of you. If you want leads without having anyone to go out and inspect the roof, no marketing will save that.
It is also a good fit if you are tired of the marketplace treadmill. If you have paid for shared leads that three other roofers also called, you already know the math. Your own brand, your own leads, your own numbers.
If you want to see what your market looks like before spending a dollar, ask for a free audit. We look at your current ads, website and lead sources and tell you honestly where the signed roofs are leaking. You can also read how we work with other trades on our contractor marketing agency page.
Frequently asked questions
Are exclusive roofing leads better than buying leads?
Exclusive leads usually close at a better rate because the homeowner asked for your company, not for a list of quotes. Bought leads can fill a calendar in the short term, but you compete on price against other roofers who got the same contact. Most roofers we talk to want a mix at first and their own brand in the long run.
How much do roofing leads cost?
It depends on your market, the job type and the season, and anyone who gives you one number without knowing those is guessing. Across our residential construction campaigns, the average cost per lead is about $166 and the cost per signed contract is about $1,714. Roofing numbers vary by region and by whether you do retail or storm work.
How long does it take to start getting roofing leads?
Google Ads and Local Services Ads can bring leads soon after launch, once the account is approved and tracking is in place. Meta usually needs some weeks of testing to find the ads that work. SEO takes months, and we say that upfront.
Do you work with storm restoration roofers?
Yes. We run storm and insurance campaigns separately from retail replacement, because the homeowner, the timing and the sales process are different. Budgets for storm work need to move up when weather hits your area and come down when it passes.
What makes you different from other roofing marketing agencies?
We measure cost per signed roof, not just cost per lead or clicks. Every lead is tracked through estimate, proposal and contract, and you see it on a live dashboard. We only run the channels on this page: paid ads, CRM, website, SEO, social and email or SMS marketing.
Do I need a new website to get roofing leads?
Not always. If your current site loads fast, has clear service pages and makes it easy to call or request an estimate, we can run ads to it. If it looks nice but never makes the phone ring, we will tell you in the audit.