How Much Do Roofing Leads Cost?

How much do roofing leads cost by channel?

About $258 CAD from Google search, $148 from Local Services Ads and $61 from Facebook, from our medians of published benchmarks^1,2,4. Roofing tops every list: LocaliQ's roofing and gutters category had the highest cost per lead of its 16 home services categories⁸, and in our benchmarks it beats every other trade¹.

Local Services Ads are catching up. In 99 Calls' campaign data, the average roofing lead there rose 45% in a year, from US$73.62 in spring 2025 to US$106.87 in spring 2026³.

Why do roofing leads cost so much?

Homeowners shop around, each job is worth a lot, and storms bring a crowd. LocaliQ found 3.70% of roofing clicks turned into a lead, against 7.33% across home services⁸, so the same clicks produce half the leads. Big jobs let roofers bid high, and after hail, out-of-town roofers bid on the same searches.

One agency reports Local Services Ads leads passing US$150 for about 72 hours after a confirmed hail event¹⁰, so treat storm weeks as expensive. Most roofing websites make it worse: only 61% showed a quote button on the first screen of a phone, and 2% showed any price, in our study of 131 Canadian roofing websites¹¹.

Debut Marketing.

Market matters too. Where the map is crowded with strong profiles, more roofers turn to paid ads: the top 3 median runs from 358 reviews in Edmonton to about 20 in the Comox Valley¹². And missed calls now cost money. Since October 1, 2026, Google can charge a Local Services Ads lead for a missed call during business hours if the caller stays on the line more than 20 seconds¹³.

Should a roofer pay for leads from a lead company?

Only if you can call back within minutes and you track how many book. Shared leads are cheap because the same homeowner goes to several roofers. Exclusive leads cost more but are yours alone. Pay-per-call services charge for each phone call over a set length, so you pay for conversations, not forms.

Debut Marketing.

In Canada, HomeStars is free to join and charges only when a homeowner chooses to get in touch¹⁴. Ask any seller how the homeowner agreed to be contacted, because Canada's anti-spam law requires consent before you send commercial texts or emails¹⁵. Lead quality has been a legal issue: in 2023, the US Federal Trade Commission ordered HomeAdvisor, which does business as Angi Leads, to pay up to $7.2 million over deceptive claims about its leads¹⁶.

How much can a roofer afford to pay per lead?

Work back from the job. On a typical $13,000 asphalt re-roof, roofers keep about 42% as gross profit^6,7. If you'll spend 10% of that to win the job and 42 in 100 leads book, you can pay about $230 a lead. On a $30,000 metal roof, about $530. On a $2,500 repair, about $44.

Replacement campaigns can carry a $258 search lead; repair campaigns can't, unless repairs turn into replacements later. And booking rate moves the ceiling as much as job value: going from 25 to 42 in 100 raises what you can pay by about two-thirds.

How do you lower your roofing cost per lead?

Answer every call, split repair and replacement into separate campaigns and pages, show a price range, block junk searches every week and track calls. Those five fixes cost little and usually do more than a bigger budget. Then add cheaper channels like Facebook and a Google profile that ranks.

1. Answer every call. Leads called within five minutes converted eight times as often in a study of 5.7 million leads¹⁷.
2. Split repair and replacement. 85% of top-quarter roofing sites link to both pages; 15% of the bottom quarter do¹¹.
3. Show a price range. 65% of homeowners in Roofing Contractor's 2026 survey said transparent pricing makes them more likely to call¹⁸.
4. Track calls. Only 5% of Canadian roofing websites use call tracking¹¹. You can't lower a cost you can't see.

Our Google Ads guide for roofers covers setup, and how to get roofing leads compares every channel. If you'd rather hand it off, see our Google Ads management or marketing for roofing companies.