How Much Should a Roofing Lead Cost?
How much should a roofing lead cost?
There is no single right price. Roofers report paying about $50 to $120 or more for shared leads on platforms like Angi, and exclusive leads often cost more per lead. The better question is your maximum cost per booked job: take the gross profit on an average job, decide what share you will spend to win it, and multiply by your close rate.
Roofing leads are some of the most expensive leads in home services, because roofing jobs are some of the most valuable. That makes it easy to overpay, and just as easy to walk away from a lead source that was actually profitable. The fix is knowing your own number before you buy a single lead.
What do roofers typically pay per lead?
Prices vary by market, season, and source, and most platforms do not publish them. Contractor-reported numbers give a rough picture: shared roofing leads on Angi commonly run about $50 to $120 or more, according to pricing gathered from contractors in 2025 and early 2026. Thumbtack pros across trades report about $10 to more than $100 per lead.
Those shared leads go to several roofers at once. Angi's help center says each request is connected with up to 4 or 5 pros. Exclusive leads, from your own website, Google Business Profile, or Google ads, often cost more per lead, but nobody else is calling that homeowner.
Why is cost per booked job the number that matters?
Because a cheap lead that never books is the most expensive lead you can buy. Compare two lead sources:
Source A: $60 per shared lead, closes 1 in 8. Cost per booked job: $480.
Source B: $150 per exclusive lead, closes 1 in 3. Cost per booked job: $450.
Source B costs two and a half times as much per lead and is still the better deal, before you count the hours your team spends chasing the seven leads from Source A that never booked.
How do you calculate your maximum cost per lead?
Work backward from profit, using your own numbers:
Average gross profit per job. Say a typical job brings in $3,000 of gross profit after materials and labor.
The share you will spend to win it. Say you are comfortable spending 15% of gross profit on marketing to land a job. That is $450 per booked job.
Your close rate for that lead source. If you close 1 in 4, divide $450 by 4.
Your maximum cost per lead: about $112.
Any source that delivers leads under that price at that close rate is profitable. Any source above it is losing money, even if it feels busy. Repair leads and replacement leads should be calculated separately, because a $600 repair cannot carry the same lead cost as a full replacement.
Our True Cost Per Lead Calculator does this math for every lead source at once.
Where do roofing leads come from?
Shared lead platforms like Angi and Thumbtack: fast to start, shared with other roofers, and paid per lead. Our post on whether Angi is worth it for contractors walks through the math.
Google Local Services Ads: pay per lead, shown at the top of Google, with a Google screening badge.
Google Search ads: pay per click, sent to your own landing page, so the lead is yours alone.
Your Google Business Profile and website: organic calls and forms from people searching "roof repair near me" or "roof replacement" plus your town. No per-lead cost once the system is built.
Referrals and repeat customers: the cheapest leads of all, and the ones a strong review profile multiplies.
The owned sources take months to build, but they push your average cost per job down every year. Our SEO for contractors page shows what that build includes, and our marketing for contractors page covers the full system.
How can you lower your cost per roofing lead?
Respond within minutes. Speed raises your close rate on every source, which lowers cost per job immediately.
Follow up several times. Many homeowners book the second or third time you reach them.
Separate repair and replacement campaigns so you are not paying replacement prices for small repairs.
Build reviews and photos. Homeowners comparing roofers choose the one with recent, real proof.
Shift budget toward owned channels as your website and Google profile start producing.
Frequently asked questions
Are exclusive roofing leads worth paying more for?
Often, yes. Exclusive leads usually close at a higher rate because nobody else is calling that homeowner, and you are not forced to compete on price. Compare them with shared leads on cost per booked job, not price per lead, and the more expensive lead frequently wins.
What is a good close rate for roofing leads?
It varies by source. Shared leads usually close at a lower rate than referrals or calls from your own Google profile. Track your close rate by source for at least 90 days, then use those numbers, not industry averages, to set your maximum cost per lead.
Should I buy storm leads?
Be careful. Storm demand brings a rush of competitors, and shared storm leads can get expensive fast. If you buy them, set a firm maximum cost per lead and respond within minutes. Your own Google profile and website capture storm demand without per-lead fees.
How do I know which lead source is booking jobs?
Ask every customer how they found you, use a tracking phone number for each paid source, and record the source on every job in your CRM. After 90 days you will know your real cost per booked job by source.
What should you do next?
Find your real cost per booked job for every lead source. The free True Cost Per Lead Calculator shows which sources are making you money and which ones only feel busy.
Sources: Angi help center lead FAQs; contractor-reported roofing lead pricing compiled by LeadTruffle; Housecall Pro, What is Thumbtack and how it works
