What a roofing lead costs, by source.
$60 to $220 industry-wide, $200 to $300 for shared platform leads, and the factors that move the number in your market.
Three published figures.
Ranges as reported by the sources named below, September 2026.
Industry-wide lead cost
The reported spread across channels and markets for a single roofing lead.
Shared platform lead
Angi and HomeAdvisor pricing, sold without exclusivity, closing at 8 to 20 percent.
Median job value
The figure every lead cost should be measured against before it means anything.
SOURCES: GHOSTREP, GETBIDDABLE, WEBSITE AND SEO AGENCY. RANGES AS PUBLISHED SEPT 2026.
Read the range as a range
A $60 lead and a $220 lead are not the same product at different prices. The cheap end is usually a click from a broad campaign or a shared platform enquiry. The expensive end is usually a narrower, higher-intent query or a market with severe competition. Neither number tells you whether a channel is profitable, because cost per lead ignores the only variable that decides it.
Cost per lead versus cost per booked job
Divide by close rate and the ranking inverts. A $60 lead closing at 10 percent costs $600 per booked job. A $220 enquiry closing at 60 percent costs $367. The cheaper lead is the more expensive channel, and at a median job value near $13,400 that difference is the gap between 3 percent of revenue and 5 percent. Shared platform leads at $250 and a 14 percent close rate land near $1,786 per job, over 13 percent of revenue on a median job.
What moves the number in your market
Six factors explain most of the variation.
More contractors bidding on the same queries raises click and lead prices directly.
Post-event demand spikes volume, and platform lead prices rise fastest exactly when you need them.
Off-season leads are cheaper and often better qualified, because the enquiry is planned rather than urgent.
Replacement queries cost more per lead than repair queries and are worth several times as much.
A metro with larger homes and steeper roofs supports a higher lead cost at the same margin.
A company already being found pays less on average, because the expensive channels are topping up rather than carrying the business.
How to work out your own number
Take total spend on a channel over a quarter, divide by enquiries it produced to get cost per lead, then divide by the proportion that became signed jobs. Do it per channel rather than blended, because a blended figure hides the one channel that is losing money. Most roofing companies discover the spread across their own channels is wider than the industry range.
The benchmark that matters most
Not lead cost. Acquisition cost as a percentage of job value, tracked over a year. Under 5 percent is healthy in this trade. Above 10 percent, the channel is consuming the margin on a competitively priced replacement, and no amount of negotiating the lead price fixes a close rate of 12 percent.
Where lead vendors mislead honestly
Four framings that are true and still misleading.
Seasonal pricing, in practice
Lead prices in this trade are not flat. They rise with demand, which means they peak exactly when your crews have capacity and you are most willing to pay. Budgeting an annual average and spending it evenly means overpaying in season and underspending when leads are cheap and better qualified. Track the price you actually pay by month before setting next year's budget.
What a good number looks like for you
Not an industry figure. Take your own acquisition cost as a percentage of job value, per channel, across a full year. Under 5 percent is healthy in this trade, above 10 percent is consuming the margin on a median job. That single ratio is more useful than every benchmark on this page, because it is measured on your jobs at your prices.
Related guides.
The direct answer, every published band, and how to work out which one your company belongs in.
Generalist agencies bill $3,000 to $5,000 a month on long terms. Here is what that buys, and what it does not.
What a roofing website actually costs, from DIY to a $50,000 rebuild, with the ranges published rather than quoted on a call.
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